Why You Should Think Twice About Using Google Ads Smart Campaigns
Any small business owner that has given Google Ads a crack will probably tell you it was an overwhelming experience, to say the least. Most outsource, and those that decide to go at it alone usually want the most straightforward approach possible.
Enter Smart Campaigns. They sound like a dream – automated and managed by Google, with very few steps to setup and no big decisions to make. However, there is some fine print to be aware of. So I’ve taken the guesswork out of it, and am giving you the lowdown on Smart Campaigns, compared to 2 of the most popular types of Google Search Ads for Small Business Owners.
Smart Campaigns
As I’ve said – these sound like a dream. Getting you into the game without really having to know the ins and outs of the rules, and letting Google’s algorithm manage your campaigns on your behalf. Unfortunately, whilst the big pro of this type of campaign is that it definitely saves you a lot of time and a headache, it most definitely is not the ‘smart’ approach as the name suggests.
For Google to run the show for you, it has to be very heavily (completely) automated – which means you’re lacking the human interaction and granular control that other Google Search campaigns can provide. By forfeiting all of this control you can end up spending a lot more of your budget as Google tests and plays on your behalf, and isn’t always going to make decisions that are best for your business.
Overall – a good plug and play option if you’re not too fussed about the intricacies or control over your budget, or ads at all, and just want a Google Search presence to be competitive.
Search Campaigns
The old classic, and for a reason. The text Google Search Ads have all of the benefits of the Smart Campaigns but hand most of the control back to you. You’ll, of course, still be relying on Google’s Algorithm but you have the visibility to adapt and optimise elements like keywords, audience, budgets, bids, landing pages, and most importantly ad copy.
You might think that you have to be knee deep in your campaigns constantly for this option to work, but it’s not true. Keeping a close eye is going to help you, but there is definitely still a level of automation you can use by using the automated bidding strategy. This is, for me, the best balance between utilising Google’s algorithm and human involvement.
Shopping Campaigns
Smart Shopping Campaigns are an incredible asset for ecommerce businesses. By connecting your Google Ads and Google Merchant Centre accounts to your website / Shopify backend, your products can automatically be uploaded and managed in one central location.
Shopping Ads are a visual ad featuring your product, price and a link directly to purchase on your website. The main difference? Whilst Google Search Ads feature text ads on Page 1, the Shopping Ads feature some key Shopping Ads on the main page but also have its own ‘Shopping’ Tab where you can also be featured.
I would recommend running Shopping Ads (if eligible) alongside Google Search Ads – not in replacement of – as both have their benefits and their audiences. Not all users trust, or rely solely on, Shopping Ads. Not yet anyway. So there is definitely still a benefit to keeping up with your Google Search Ads and optimising these campaigns as they run.
How Can I Help?
Need help with your Google Ads? Consider reaching out for a Google Ads Audit where I will deep dive into your account and come back to you with a thorough report of recommendations to optimise and scale your Campaigns! Otherwise, if you’re ready to outsource, check out my Google Ads Management services, and let me grow and scale your campaigns and business.
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