Should You Use Google Ads Smart Campaigns?
Posted: Tue Dec 10, 2024 4:41 am
Google Ads smart campaigns have several features that are important to know about. They rely on automation and the power of Google's algorithms to deliver effective ads at the best cost.
They are similar to classic ads but differ in their configuration. Management is made easier for the advertiser but this limits them in the customization and optimization of their campaign. So, are these campaigns really advantageous? Is their use still relevant? Focus on these smart campaigns.
Should you use Google Ads Smart Campaigns? In the illustration, we see 4 characters setting up a campaign on a screen
What is a smart campaign?
A smart campaign is a type of Google Ads campaign where the platform automatically adjusts bids based on the most profitable keywords . Google can also create ads using information provided by the advertiser. It then tests different combinations of headlines, descriptions, and landing pages. The original ad and new ads created by Google are both shown to see which performs best.
(See also our article: " Google Ads Benchmark: How are your campaigns performing? ")
In this type of campaign you don’t provide Google with the desired bid type or specific keywords during setup. You just give Google the general idea of what you want your ad to look like and it takes care of optimizing it . It will then create ad extensions, test different keywords, adjust your bids with A/B creatives… You simply have to write an ad describing your service or business and fill in the contact information that will be proposed. The delivery of the ad, the targeting of the audience and the adjustment of bids to reach the objective are fully automated .
Smart campaigns have several features , including:
Campaign overview : the platform records campaign performance data so you can analyze it ;
Important alerts : Google notifies you of every element it considers important about your ad;
Ad broadcast scheduling : you can choose when to broadcast your ad (day and time);
Campaign Pause: You can temporarily pause the campaign and then automatically reactivate it later;
Location-related actions : You can see how many times a user saw your ad and whether they clicked on your business's Google Maps pin;
Tracked calls : Every click on your ad and every call made are displayed;
Monitoring : you monitor the progress of your campaign and its performance in relation to your objective.
Ebook
Google Ads, the complete guide to getting your campaigns off the ground!
Download the e-book
The different smart campaigns
At the beginning of your campaign creation, you will 99 acres database need to choose the desired campaign type . This will depend on your goal and the network on which you want to run your ads. You will need to select the “Smart” campaign type. Next, you will need to choose the action you want customers to take.
Dynamic Ad Groups
A dynamic ad group is a set of ads dedicated to dynamic search ads . In these dynamic ad groups, the presence of keywords is not required.
These ads allow you to determine whether you want to target your entire site, specific pages, or categories .
You write the descriptions for your ads, so your targeting should match the text you're going to use. Three targeting options:
Recommended categories for your site : Google pre-selects categories based on the content of your site;
Specific pages : You determine the page(s) you want Google to target;
All Pages : Your entire site is targeted.
Once you have set your targeting, you can create your ad. The final ad and URL will be generated automatically based on your search terms and site content. Afterwards, you will be able to adjust various features and settings , just like you would any other campaign.
Shopping Ads Campaigns
These ads are present on the search engine and Google Shopping . They require associating your Merchant Center and Google Ads accounts . When creating your ad, you must choose "Shopping" as the campaign type then "Sales" as the objective, select your Merchant Center account and a target country. Then, you will need to check the "Smart Shopping Campaign" box.
Max Performance Campaigns
Performance Max campaigns have the advantage of being broadcast everywhere , in fact they are designed to broadcast ads on all networks . They work automatically for auctions, but also for broadcast locations and combinations of texts, product, images and video making up your ads.
Launch a Performance Max (or PMAX) campaign
Performance Max campaigns are smart campaigns that have the advantage of being very comprehensive. Here are some tips for setting them up:
Choose a relevant conversion objective
By default, Google will focus on the objectives that are easiest to achieve. Favor concrete objectives such as conversions through purchases or forms.
Determine your bidding strategy
PMAX campaigns operate using an automatic bidding strategy. It is therefore important to determine bids and a budget that are consistent with your objectives.
Be patient
Google can take up to six weeks to try different combinations and find the best audience.
Offer as many visuals and creative texts as possible
Campaign creative assets are decisive in the performance of your ad. Choose them carefully according to your objectives and the products/services you offer. You can enter up to five titles, five long titles, four descriptions, five videos and twenty images on your ads. This then allows Google to multiply the combinations to find the most effective and profitable formula.
Use ad extensions
As with Search campaigns , ad extensions provide additional information to Internet users, so don't hesitate to use them, this can only encourage engagement from your target.
They are similar to classic ads but differ in their configuration. Management is made easier for the advertiser but this limits them in the customization and optimization of their campaign. So, are these campaigns really advantageous? Is their use still relevant? Focus on these smart campaigns.
Should you use Google Ads Smart Campaigns? In the illustration, we see 4 characters setting up a campaign on a screen
What is a smart campaign?
A smart campaign is a type of Google Ads campaign where the platform automatically adjusts bids based on the most profitable keywords . Google can also create ads using information provided by the advertiser. It then tests different combinations of headlines, descriptions, and landing pages. The original ad and new ads created by Google are both shown to see which performs best.
(See also our article: " Google Ads Benchmark: How are your campaigns performing? ")
In this type of campaign you don’t provide Google with the desired bid type or specific keywords during setup. You just give Google the general idea of what you want your ad to look like and it takes care of optimizing it . It will then create ad extensions, test different keywords, adjust your bids with A/B creatives… You simply have to write an ad describing your service or business and fill in the contact information that will be proposed. The delivery of the ad, the targeting of the audience and the adjustment of bids to reach the objective are fully automated .
Smart campaigns have several features , including:
Campaign overview : the platform records campaign performance data so you can analyze it ;
Important alerts : Google notifies you of every element it considers important about your ad;
Ad broadcast scheduling : you can choose when to broadcast your ad (day and time);
Campaign Pause: You can temporarily pause the campaign and then automatically reactivate it later;
Location-related actions : You can see how many times a user saw your ad and whether they clicked on your business's Google Maps pin;
Tracked calls : Every click on your ad and every call made are displayed;
Monitoring : you monitor the progress of your campaign and its performance in relation to your objective.
Ebook
Google Ads, the complete guide to getting your campaigns off the ground!
Download the e-book
The different smart campaigns
At the beginning of your campaign creation, you will 99 acres database need to choose the desired campaign type . This will depend on your goal and the network on which you want to run your ads. You will need to select the “Smart” campaign type. Next, you will need to choose the action you want customers to take.
Dynamic Ad Groups
A dynamic ad group is a set of ads dedicated to dynamic search ads . In these dynamic ad groups, the presence of keywords is not required.
These ads allow you to determine whether you want to target your entire site, specific pages, or categories .
You write the descriptions for your ads, so your targeting should match the text you're going to use. Three targeting options:
Recommended categories for your site : Google pre-selects categories based on the content of your site;
Specific pages : You determine the page(s) you want Google to target;
All Pages : Your entire site is targeted.
Once you have set your targeting, you can create your ad. The final ad and URL will be generated automatically based on your search terms and site content. Afterwards, you will be able to adjust various features and settings , just like you would any other campaign.
Shopping Ads Campaigns
These ads are present on the search engine and Google Shopping . They require associating your Merchant Center and Google Ads accounts . When creating your ad, you must choose "Shopping" as the campaign type then "Sales" as the objective, select your Merchant Center account and a target country. Then, you will need to check the "Smart Shopping Campaign" box.
Max Performance Campaigns
Performance Max campaigns have the advantage of being broadcast everywhere , in fact they are designed to broadcast ads on all networks . They work automatically for auctions, but also for broadcast locations and combinations of texts, product, images and video making up your ads.
Launch a Performance Max (or PMAX) campaign
Performance Max campaigns are smart campaigns that have the advantage of being very comprehensive. Here are some tips for setting them up:
Choose a relevant conversion objective
By default, Google will focus on the objectives that are easiest to achieve. Favor concrete objectives such as conversions through purchases or forms.
Determine your bidding strategy
PMAX campaigns operate using an automatic bidding strategy. It is therefore important to determine bids and a budget that are consistent with your objectives.
Be patient
Google can take up to six weeks to try different combinations and find the best audience.
Offer as many visuals and creative texts as possible
Campaign creative assets are decisive in the performance of your ad. Choose them carefully according to your objectives and the products/services you offer. You can enter up to five titles, five long titles, four descriptions, five videos and twenty images on your ads. This then allows Google to multiply the combinations to find the most effective and profitable formula.
Use ad extensions
As with Search campaigns , ad extensions provide additional information to Internet users, so don't hesitate to use them, this can only encourage engagement from your target.