Benefits of Smart Ad Campaigns
Smart advertising campaigns have sought their popularity for the following advantages for the advertiser:
Automatic targeting selection. The system uses all available display targeting types and then selects the most effective ones. Targeting key phrases, placement sites, interests, topics, demographics, and other characteristics is possible. The advertiser has the ability to adjust some settings (for example, enable impressions only in certain regions or disable impressions on some sites). However, it should be borne in mind that for smart campaigns, there is no opportunity to choose the types of devices - this should be taken into account by those who have more conversions from the desktop or mobile version;
Automatic creation of ads. When using Smart Display, the advertiser must select texts, headings, and images for future ads. The system itself will create various combinations of them, testing which of them are the most effective. Various ad formats are used to achieve greater ad reach, including text, native, and display banners. You can also enable automatic scanning of images from the advertiser's website for use in ads;
Automatic installation of bids per click. In this ad format, the user needs to indicate the desired conversion price. The system itself will regulate rates, focusing on overall efficiency (achievement of the set goals) and at the same time not exceeding the specified cost of the target action. The AdWords algorithms use data about whether the user has visited the site before, his interests, and standard behavior. Keep in mind that there is only one bidding strategy available in smart ads - CPA (cost per conversion).
Features of smart campaigns in Google AdWords
Before launching smart Google AdWords advertising campaigns, it is important to keep in mind their nuances:
There is no way to adjust bids on different devices, so smart campaigns may not be suitable for advertisers who have more conversions on the desktop version of the site;
The campaign budget for the day must be equal to at least ten to fifteen conversion costs;
Google Ads can create many different ads using data from your site, and the advertiser does not have the ability to adjust it manually.
Tips for setting up smart Google Ads campaigns
Before launching smart campaigns in Google Ads, the system is trained. You set your desired conversion price and fund your account. It is recommended to set a daily budget at the cost of 10-15 conversions for the testing period.
At the same time, when launching tests, you should also consider the risks that the final price of the target action may be higher than the one you predicted. Therefore, the result obtained will not be suitable for the advertiser in all cases.
To improve the effectiveness of your campaign, track conversions in your AdWords ad cabinet. Set the conversion value while taking into account the campaign's goals (when increasing the number of sales, focus on the average revenue per order while increasing the reach - on the value of one customer).
Who won't Smart Display campaigns work for?
Smart Display campaigns are not suitable for your goals if:
The goal of the campaign is to expand coverage. The tool is mostly targeted at loyal users interested in the product. Therefore, get ready for a high number of repeated visits;
You have a seasonal business. In such cases, you will usually need to change your daily budget frequently. During the testing period within the framework of smart campaigns, this cannot be done since the learning process may resume, and it will be necessary to collect again from fifty to one hundred conversions (depending on the type of campaign);
You want to control the content of your ads. An automatic algorithm generates text and ad design based on the principle of best performance. In manual mode, you cannot influence their content and design, which must be taken into account.
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