How do standard Shopping campaigns differ from Smart Shopping campaigns?

Standard Shopping campaigns offer more manual control over targeting and bidding compared to Smart Shopping campaigns. In Standard campaigns, advertisers can adjust specific targeting parameters like location, device, and audience demographics, allowing for a tailored approach based on specific business objectives. Bidding strategies can also be adjusted manually, enabling advertisers to set bids for different products or product groups based on their individual performance metrics.

In contrast, Smart Shopping campaigns rely more on automated strategies and machine learning to optimize advertising performance. While Smart campaigns do manage some aspects of bidding and targeting automatically, giving them the ability to drive conversions more efficiently, this also means that advertisers have less direct control over the individual elements of their campaigns. Consequently, advertisers looking for a finer-grained approach typically find Standard campaigns more suitable for their needs.

This distinction highlights why Standard campaigns are the preferred choice for those who want to engage actively in campaign adjustments and strategy execution. Smart campaigns, while effective at leveraging automation for optimization, are typically more hands-off, which is meaningful for those who may not wish to or need to manage their campaigns constantly.