Google is working on the next generation of shopping campaigns: Universal Shopping Campaigns (USC). The goal of USC is to help you simplify campaign management while driving sales and reach across Google. The USC’s goals are based on the retailer’s business objectives. Today, we support one marketing objective, maximising sales (which maximises conversion value). This means that USC will auto-optimise towards maximum revenue for your budget.
Optionally, Intelligent Reach can set a target ROAS goal which will automatically optimise toward maximum conversion value within the target ROAS the retailer specifies.
What are Universal Shopping Campaigns?
Universal Shopping Campaigns (USC) is a new campaign type that bring together Shopping and Display Remarketing into one campaign to deliver simplified campaign management, performance and reach. Google use machine learning to fully automate campaign management and optimisation.
You provide your product feed, budget, creative assets, conversion tracking and remarketing tags - the rest is optimised automatically to maximise sales, at an optional ROAS goal. With USC, your ads will drive sales across Search, Search Network, the Google Display Network, YouTube, and Gmail.
USC uses data and signals to fuel all our optimisations, so that Google can maximise your performance. USC uses more signals for every auction than any other bidding solution to make informed and accurate optimisation decisions. USC sets bids for each individual auction, not just a few times a day.
User Signals and Intent
USC leverage Google data to optimise across search queries, seasonality, devices, location, placements, and more.
Product and Audience Insights
USC leverages the retailer’s data to optimise across audience lists, brands, sales, price and basket size, product category, site visitation signals, and more.
USC make campaign management easier while driving sales and extending your reach across Google. As an early adopter, you gain early access.
Minimum Requirements for Eligible CIDs:
- Merchant Centre shopping feed
- Google conversion tracking
- Google remarketing tag