The main difference between smart and standard Google Shopping campaigns is in the level of control and automation. Standard campaigns allow advertisers to have full control over their campaign settings, including bidding, targeting, and ad groups. This type of campaign is best suited for advertisers who have experience with Google Ads and want to have more control over their campaigns.
On the other hand, Smart Shopping campaigns are fully automated campaigns that use machine learning algorithms to optimize bidding, ad placement, and targeting. Advertisers provide Google with their product data and advertising budget, and the platform takes care of the rest. This type of campaign is best suited for advertisers who want to save time and are looking for an easy and efficient way to promote their products.
Smart Shopping campaigns offer several advantages, including improved performance and a wider reach, as they are eligible to appear not only in Google search results but also in YouTube, Gmail, and other Google partner sites. Additionally, Smart Shopping campaigns can use dynamic remarketing to show personalized ads to users who have already shown an interest in their products.
Ultimately, while Smart campaigns offer a more hands-off approach and improved performance, Standard campaigns offer more control and flexibility.