Google's new "smart campaigns" is the first ad product under the new Google Ads brand. Smart campaigns use machine learning algorithms to help small businesses become better online advertisers.
This tool can be particularly useful for small multichannel retailers who sell both on an ecommerce-friendly website and in a physical location, as it is relatively easier to set up campaigns. likely to generate online and physical sales.
Smart campaigns are based on data collected on most of Google's platforms and services, including Search, YouTube, Google Maps, Gmail, and even the Google Play Store. All of this information is analyzed and used to allow Google ads to dynamically adjust keywords, bids, and ad placements for a campaign. Smart campaigns automatically generate text and graphics ads to drive more clicks or calls.
According to Google, campaign-driven campaigns for smart campaigns place the message of an advertiser in front of a significantly larger number of potential customers than a typical manual ad campaign. In addition, Google says that Smart campaigns increase conversions by about 20% without increasing the cost per share.
Small brick and click retailers can use smart campaigns to drive traffic to an online store and boost calls or visits to a physical location.
This could be done with only a few smart campaigns. The first would be to drive web traffic to an ecommerce site through, for example, search-targeted ads or display ads on partner sites, in Gmail, or on a search engine results page.
A second smart campaign could have the goal of making phone calls. The campaign can place ads on mobile search or on Google Maps. If, for example, a buyer was looking for an "antiques store near my home", the announcement of an antique dealer could appear on the map.
In the end, smart campaigns could lead the kind of conversions brick and click retailers want, including clicks, phone calls, and store visits.
The ad type "Smart Campaigns" also promises to be relatively simple to set up and manage as performance paid ad campaigns, potentially shortening the learning curve for some small business owners, including some retailers.
"When you use smart campaigns, we ask you how they work to achieve your goals, so that we can refine your ads to get the results that interest you the most," wrote Kim Spalding, director of business management. Google products. ]
"We show your ads to customers who are interested in your company's offerings and who are likely to call, visit your store or make a purchase on your website. Smart campaigns are three times better to get your ad to the right audience. "
Targeting the right audience with the right message or offering is the key to a successful paid advertisement.
Retailers with specialized digital marketers who master the art and science of creating, analyzing, and optimizing ads can only choose to use smart campaigns to increase their other marketing to performance.
However, small business owners who have personally set up campaigns may want to avoid creating, monitoring, and manually updating advertising programs, focusing instead on other areas of the business. 39; company. For these companies, Smart campaigns could be a big advantage for site traffic, conversions and sales.
Google has released a promotional video that captures many of Spalding's points and succinctly describes the ad-type benefits for small businesses.
Review of Google Ads
On June 27, 2018, Google announced the name change and consolidation of several of its advertising and marketing products into three new brands. Google AdWords, for example, will soon be Google Ads.
DoubleClick advertiser products and the Google Analytics 360 suite will become the Google Marketing Platform. The publisher tools DoubleClick for Publishers and DoubleClick Ad Exchange will be Google Ad Manager.
As part of its introduction to Google ads, Google said Smart campaigns would become the platform's new default ad experience. This may indicate how much the company believes Smart campaigns will be important for future growth and its ability to remain competitive in the online advertising market.
"We have created smart campaigns by adapting the innovation and advertising technology available with Google Ads for small business owners," Spalding said. "You can now create ads in minutes and deliver real results, like ringing your phone, sending leads to your website, or attracting customers to your store."
Although the latest promotional materials from Google Ads simply use the term "smart campaigns," this type of ad is likely derived from Smart Display campaigns, available since April 2017 on the AdWords platform.
This probably means that the company has a lot of real data behind its promises of better conversion rates and ease of use.
The announcement can also advertise other ad sites. Remember that Google AdWords began as simple text ads displayed on a search engine results page in 2000. Much has changed since then. Smart campaigns can be the first of many Google Ads innovations.