Google’s new “Smart campaigns” is the first advertising product under the new Google Ads brand. Smart campaigns use machine-learning algorithms to help small businesses become more successful online advertisers. Smart campaigns rely on data collected from many of Google’s platforms and services, including search, YouTube, Google Maps, Gmail, and even the Google Play store. Improved Conversions According to Google, Smart campaigns’ algorithm-driven promotions will put an advertiser’s message in front of significantly more potential customers than a typical manually created ad campaign. Small brick-and-click retailers could use Smart campaigns to drive traffic to an online store and boost calls or visits to a physical location. A second Smart campaign could have phone calls as a goal. Simple Setup The Smart campaigns ad type also promises to be relatively simpler to set up and manage than manual pay-per-performance ad campaigns, potentially shortening the learning curve for some small business owners, including some brick-and-click retailers. Google AdWords, for example, will soon be Google Ads. DoubleClick advertiser products and the Google Analytics 360 Suite will become Google Marketing Platform. The announcement may also foreshadow additional ad placements.
Google’s new “Smart campaigns” is the first advertising product under the new Google Ads brand. Smart campaigns use machine-learning algorithms to help small businesses become more successful online advertisers.
The tool may be particularly helpful for small multichannel retailers selling from both an ecommerce-enabled website and a physical location as it’s relatively easier to set up campaigns that may drive both online and brick-and-mortar sales.
Smart campaigns rely on data collected from many 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 help Google Ads dynamically adjust a campaign’s keywords, bids, and ad placements. Smart campaigns will even automatically generate text and display ads to get more clicks or calls.
Improved Conversions
According to Google, Smart campaigns’ algorithm-driven promotions will put an advertiser’s message in front of significantly more potential customers than a typical manually created ad campaign. In addition, Google says that Smart campaigns boost conversions by about 20 percent without increasing the cost per action.
Small brick-and-click retailers could use Smart campaigns to drive traffic to an online store and boost calls or visits to a physical location.
This could be done with just a couple Smart campaigns. The first would focus on driving web traffic to an ecommerce site via, perhaps, search ads or display ads featuring product photography on partner sites, in Gmail, or on a search engine results page.
A second Smart campaign could have phone calls as a goal. The campaign might place ads on mobile search or Google Maps. If, for example, a shopper searched for “antique store near me,” an antique dealer’s ad might appear in the Map.
Bottom line, Smart campaigns could drive the sorts of conversions brick-and-click retailers want, including clicks, phone calls, and store visits.
Simple Setup
The Smart campaigns ad type also promises to be relatively simpler to set up and manage than manual pay-per-performance ad campaigns, potentially shortening the learning curve for some small business owners, including some brick-and-click retailers.
“When you…
COMMENTS