Discover how Google Ads Smart Campaigns can help improve your performance while saving time through the power of Google’s Machine Learning.
Understanding how Smart Campaigns work
Formerly known as AdWords Express campaigns, Smart Campaigns are fully automated as they eliminate the targeting options typically available in a standard campaign. They require minimal ongoing management, allowing Google to handle them for you.
Smart campaigns on the Display Network are a simple and effective way to manage the complex variables of advertising on the Display Network. They are probably the most advantageous way to grow your customer database and obtain new conversions.
By using Smart Campaigns, you can create an effective campaign in just a few minutes. Simply provide the basic elements of your ads (such as headlines, images, and logos), and Google will find as many customers as possible based on your CPA bid and budget.
These types of campaigns on the Display Network optimize themselves automatically within a few days. They select the best possible combinations of elements to provide optimal results. This way, you can determine which headlines, descriptions, images, and logos perform the best.
Steps to create a Smart Campaign
Creating a Smart Campaign involves several essential steps that require strategic planning and analysis. The process usually begins by identifying the campaign’s goals, which can be related to awareness, engagement, customer acquisition, or sales conversion. Here are the steps you need to follow:
Defining your goals
Setting up Smart Ads is done through the “Create a campaign” button in the campaign preview. Then, select the type of Smart Campaign to start. Google Ads will guide your parameter choices from the beginning by asking what the campaign objective is: generating calls, visibility, sales, etc.
Choosing relevant keywords
After selecting your campaign objective, you can move on to choosing your relevant keyword themes or long-tail expressions. A campaign can cover multiple themes, but you can also create multiple campaigns, each focusing on a specific theme. Note that the more segmented your campaign structure is, the easier it will be to understand and analyze the results.
Determining your budget
Defining the budget for your Smart Google Ads campaigns is an important step in your marketing planning. It should be flexible enough to allow adjustments based on results, while still being targeted enough to ensure the best possible return on investment.
Read also: → Google Ads offers a new way to measure offline leads
Evaluating your campaign objectives
Before setting your budget, you need to clearly understand your campaign objectives. Do you want to increase brand awareness, generate leads, increase online sales, or drive in-store traffic? Each objective may require a different budget depending on the average cost per click (CPC) in your industry and the number of conversions you hope to achieve.
Next, you’ll need to estimate the cost of achieving these objectives. With Google Ads, you typically pay each time a user clicks on your ad (known as cost-per-click or CPC). The average CPC varies based on many factors, including your industry, the keywords you target, and the competition for those keywords. Use the Google Ads keyword planning tool to get an estimate of CPC for the keywords you’re considering.
Defining your budget
Once you have an idea of your goals and the estimated costs to achieve them, you can start setting your budget. With Google Ads, you can set a daily budget for each campaign, which is the maximum amount you’re willing to spend each day on that campaign. Google then uses this budget to optimize the delivery of your ads throughout the day.
Note that Google can spend up to twice your daily budget in a single day but will never spend more than your total monthly budget, which is the daily budget multiplied by the average number of days in a month (30.4).
Tracking and adjusting your budget
Finally, it’s essential to closely monitor your campaign’s performance and adjust your budget accordingly. If a campaign is performing well and generating a positive return on investment, you may consider increasing the budget to maximize your results. Conversely, if a campaign is not meeting expectations, you may need to reduce the budget or optimize other aspects of the campaign to improve its performance.
Remember, the key to success with Google Ads is not simply spending more but spending smartly. The goal is to maximize the return on each euro spent, which requires constant monitoring, testing, and adjustments.
Creating compelling ads
Google Ads offers the creation of one or more ads. These ads contain limited character titles and descriptions. Make the most of the available space and compose a dynamic and direct message that will encourage users to click on the ad. A relevant ad can have a strong impact on your performance and boost your click-through rate.
How to optimize a Smart Campaign
Optimizing a Google Ads Smart Campaign requires careful planning and an analytical approach to ensure that every euro spent maximizes your return on investment.
Here are some tips to optimize your Smart Campaign:
Once the first clicks are generated, the Google Ads dashboard provides statistics to understand your campaigns. Options allow you to adjust themes, remove certain keywords from distribution, modify ad texts, or target specific geographic areas.
Adjusting automatic bidding
By using the target CPA as a basis, Smart Campaigns optimize your bids based on the likelihood of conversion for each ad combination. This way, you get the best possible value.
Conversely, it reduces bids when performance data indicates a low probability of conversion. After a necessary learning period, your campaign should start optimizing after two weeks or as soon as it has generated around fifty conversions, depending on what occurs first.
Testing and improving ads
Ads are automatically generated based on the basic elements you provide, such as headlines, descriptions, logos, and images. These ads automatically fit into almost any advertising space on the Display Network.
When the elements have accumulated enough data, you can view reports on their performance. You can identify what works best and what doesn’t, allowing you to adjust your campaign to use the most effective images and texts. The goal is to save you time while benefiting from the system’s ability to optimize your campaign.
Using ad extensions
There are several types of ad extensions available in Google Ads, such as:
- Call extensions, which display your phone number and encourage users to call you directly.
- Location extensions, which show your address and can help attract local customers.
- Price extensions, which display prices for different products or services.
- Sitelink extensions, which provide links to specific pages on your website, allowing users to go directly to what they’re looking for.
- Callout extensions, which highlight specific information about your business or products.
Using these ad extensions can help improve the click-through rate (CTR) of your ads, increase your business visibility, and attract more traffic to your website or physical store.
Read also :
→ Google Ads Insights Diagnostic
Tips to enhance the results of your Smart Campaigns
Google Ads Smart Campaigns can provide exceptional results if implemented and optimized correctly. To maximize your results, here are some tips to follow:
Utilize demographic data
Demographic targeting is a powerful tool in Google Ads campaigns. By using demographic information about your target audience, such as age, gender, marital status, and income, you can refine your ads to be more relevant to those most likely to be interested in your products or services.
Experiment with different ad formats
Google Ads offers a variety of ad formats, including text ads, display ads, video ads, and more. Experiment with different formats to see which one(s) work best for your business.
For example, if you’re selling a product that requires a demonstration, a video ad could be an excellent choice. Or, if you’re trying to build brand awareness, a display campaign with eye-catching images might be the best option.
Additionally, Google Ads allows you to test different ad formats within a single campaign, allowing you to directly compare their performance and adjust your strategy accordingly.
Use remarketing to target interested users
Remarketing, also known as retargeting, is a powerful feature that allows your ads to “follow” users who have visited your website but have not taken the desired action, such as making a purchase or signing up.
By placing a cookie on the user’s computer, Google Ads can identify these users and show them specific ads when they browse other websites or social networks. It’s an excellent way to stay top of mind for consumers and encourage those who have shown interest in your product or service to come back and complete their action.
By combining demographic targeting, experimenting with different ad formats, and utilizing remarketing, you can optimize your Google Ads Smart Campaigns to maximize your results and achieve the best possible return on investment.
If you’re interested in getting started with Google Ads Smart Campaigns, feel free to contact our SEA experts.