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With regards to smart shopping and the structure of the account running. Can you tell me a little bit about the expectations? What expectations do you tell your clients to set up because everybody wants instant results right now? It's like the McDonald's or I want it right now. Right. It doesn't work like this especially with smart. It does take a bit of time.
Yeah, so first of all, there's no guarantee that it works. Like I'm up here selling smart shopping at you but there are clients that smart shopping has failed for generally in my experience it's just a handful of reasons number one your product is difficult to understand at a glance so we had a Girl I loved her she was a phenomenal entrepreneur brilliant person she created a new baby swaddle invented it and this I was a new dad at the time so I'm looking at this thing you could change the diaper without unswaddling the baby had all these like the breathable fabric was amazing it was brilliant but it was more expensive than every other baby spot on the market and all of the features required like a six, seven-minute explainer video before you even understood.
Well, with smart shopping being heavy display-based and you know, pushing out in front of people, all people saw was a really expensive swaddle. So, that's issue number one is smart shopping isn't gonna do great. You know, for that, you need YouTube ads. Yeah. Or Facebook ads or something that gives you the opportunity to do some thought leadership.
Now, smart shopping coupled with those things over time, could it have worked? Yes, absolutely but she didn't have the budget to find out. the other thing that you'll run into if you can't compete like if you're low margin low dollar products with one-off purchases if you're selling cell phone cases God bless you I have no idea what to do for you because I mean you're selling this thing for eleven bucks you make two they're never coming back your cost for acquisition, is gonna be 3x 4x 5X that so you know you want something if you can't profit from 300% ROAS you're gonna have a hard time and what's interesting about that is I've seen the same Inside of Google's ecosystem, it's almost like it doesn't wanna give you the traffic unless you've been able to reach a certain degree of proof of concept because Google wants to know that you're relevant.
So, to answer your question directly, we need 90 days. When smart shopping fails, what's nice is it fails quickly. So if it's not gonna work for you, we'll know pretty quickly within that 90 days period. Interestingly, Google's education says that you need to run smart shopping for 45 days untouched. I have found that to be true. That's one of them, it's one of the few times Google has told us the truth. Do not touch your smart shopping campaign within 45 days. Also, do not apply Target ROAS.
