Thursday, 3 October 2019

Create a Dashboard in Data Studio: Free Template

Create a Dashboard in Data Studio: Free Template

Why Use This Data Studio Dashboard?

1. It is configured to track return on ad spend as the primary KPI alongside other relevant conversion data 2. Tracks performance on relevant pre conversion metrics as well as geography and device type 3. It is absolutely free to download and use; all you need are active Google Ads Campaigns
Follow the steps below and you are minutes away from a real-time dashboard to track the performance of your Google Ads campaigns in Google Data Studio.

How to Create a Dashboard using our free template

Google Data Studio allows you to automatically link data from Google services (such as Google Ads, Analytics and more) in order to create dashboards or reports. A dashboard like this can be useful for keeping a high level view on your Google Shopping campaigns or Google Search campaigns in real time.
Dynamic Creative have a free to use Google Data studio template; in order to set this up for your Google Ads campaigns, just follow the steps below:
1. Go to (if you are not logged in, log into your Google account) 2. Click on this link to take you to the Dynamic Creative Data Studio Dashboard free template 3. Make a copy of the document you will need to be logged in to do so (pictured below)

Create a Dashboard in Data Studio: Free Template
Create a Dashboard in Data Studio: Free Template (crop)
  1. If prompted, go through the “Welcome to Google Data Studio” steps
    1. Terms and conditions
    2. Preferences for communication
  2. Create data sources for your Google Analytics and Google Ads accounts
  3. Select Google Ads as the connector – Authorise Google Data Studio to access Google Ads data
  4. Select your Google Ads account and Google Analytics accounts and click connect
    1. Click add to report
    2. Click create report
You now have a Google Data Studio dashboard for your Google Ads campaigns!
If you would like help with how to create dashboards in Data Studio or help with managing your Google Shopping Ads please visit our website.

Wednesday, 2 October 2019

How To Optimise & Get The Most From Smart Shopping

How To Optimise & Get The Most From Smart Shopping

Once you’ve created your Google Smart Shopping Campaigns you need to know how to properly optimise them. Read on to find out how best to utilise Google’s Machine Learning and Smart Shopping campaigns.

Smart Shopping campaigns push your shopping campaigns to the next level, expanding your reach across the Google display network with new advertising formats while further leveraging Google's Machine Learning.

So let’s consider how to properly optimise your Smart Shopping campaigns to ensure you're getting the most bang for your buck.

Set Up Your Smart Shopping Campaigns For Success


Choose a budget you are comfortable to spend every day over the period of a month.

How To Optimise & Get The Most From Smart Shopping - Budgets

One of the common questions we hear is, “My budget is only $50! Why did it spend $80 today?”

Particularly in the early days of the campaign while Google is testing, learning and adjusting, your daily spend may fluctuate. However, your spend will average out over the course of a month. Google allows for overspend for up to 2 times your daily budget on any given day, but will average the total budget across the month.


How To Optimise & Get The Most From Smart Shopping - Targets

The next question to ask yourself is, “What is my target? Do I target the maximum possible revenue I can achieve or do I need to ensure I hit a target return on ad spend to make advertising profitable?”

With Smart Shopping campaigns, and digital advertising in general, the goal should always be to generate revenue and to maximise your conversion value.

This decision to set a ROAS target is based on your individual circumstances, including your profit margins, business goal and any shopping campaigns sales history you might have.

By not setting a ROAS target here you are telling Google, “try and get the highest conversion value for my budget as possible, regardless of return.”

For a better understanding of revenue goals and return on ad spend as a KPI read our blog on the goal of digital advertising.


How To Optimise & Get The Most From Smart Shopping - Advanced

You may want to think about campaign segmentation and creating multiple campaigns if you have:

  • a wide range of different products,
  • specific budgets for categories or
  • significantly different margins or performance across products

Each campaign can be given an individual budget and target but it’s Google’s best practice to avoid segmentation until necessary. We recommend avoiding making segmentation decisions until you have sufficient conversion data in your Smart Shopping Campaigns. 

What’s Next?

Stop, watch and wait!

Your campaigns will now need time to learn and optimise using the machine learning inbuilt into the Smart Shopping Campaigns. The time this process takes can vary from campaign to campaign, but a 2 week period at a minimum is recommended before making any changes.

During this time you should:

  • Monitor traffic - make sure your product feed doesn’t have any disapprovals
  • Give campaigns time to learn
  • Avoid temptation to change

Ongoing Optimisations

After monitoring for 2 weeks you can begin to make changes - but one at a time!

If you are achieving your ROAS target and would like to achieve a higher conversion value, consider increasing your budget.

If you are not achieving your ROAS target or cannot increase your budget, consider decreasing your target to achieve a greater conversion value.

If you didn’t originally set a ROAS target when setting up campaigns, now might be the time to set one. Be aware that setting a goal above what you have achieved so far may limit your ads from being shown as often as they could. A recommended strategy is to look at the ROAS results and set a target within 10% of these results.

The key to successful optimisation of these campaigns is small, incremental changes at a time giving the algorithms the opportunity to learn and optimise after each change. Ideally, no more than 1 budget or goal change will be made every 14 days.

Another part of your ongoing optimisations should be feed optimisations. Look at your descriptions and product titles to ensure that your ads are generating traffic and that traffic is relevant. Look at your click through rates and conversion rates and monitor how your optimisations affect your performance in these areas.

If you want any information about managing your Smart Shopping Campaigns, or want to know how our software can help your Google Smart Shopping ads performance, please visit our website.