Introduction
Smart ads, smart bidding, artificial intelligence, automation, keyword options are becoming broader.
Google is taking more and more of our work (or not). Is Google’s machine learning (AI) and ever-smarter algorithm dooming the digital marketing world, or can we even use it to our advantage?
Smart campaigns
There are now many types of smart campaigns: smart display campaigns, smart shopping campaigns or simply smart campaigns (mix of search, display and discovery). Automatic Ad Titles, Automatic Descriptions, Automatic Targeting, Automatic Keywords, Automatic Bidding, Automatic Creatives, …
Our experience shows, Google CAN do this well and for the corner store around the corner, which has no time and little budget for advertising, this may be sufficient. But if we really want to advertise efficiently and stand out, we should really take a closer look.
Also, there’s nothing wrong with running smart campaigns on the side as a complimentary campaign if it gets results. In any case, however, the following applies: CONTROL
More control by Google – More control by us
A large percentage of marketing experts believe that Google’s artificial intelligence is an advantage, but they are overlooking an important point:
- An algorithm is only as good as its data
Smart campaigns can run well, but if the website feeds the Google Ads algorithm with below-average data, Google Ads will only spit out below-average smart (or not so smart anymore) campaigns.
A good website with good titles, texts and images is essential for the success of a smart campaign!
Nevertheless, the same applies here: Control! Check the titles, descriptions and creatives that Google compiles for you and exclude placements if necessary.
Again: More control by Google – More control by us
Keywords
Due to the Broad Match Modifier Keyword, which was abolished in February 2021, and the general constant “widening” of the keywords, we have to constantly control the triggered search queries.
Although Google always tries to capture the user’s intention (also in Broad Match), it does not always succeed so well.
This means: Exclude unwanted (negative keywords) and consider switching from Broad Match to Phrase Match or from Phrase Match to Exact Match.
Automatic (smart) bids
Smart bidding like “Maximize Conversions” has worked very well in our experience so far. Essential for the success of this bidding strategy is a functioning conversion tracking! In addition, however, in smart bidding, for the achievement of a certain performance target, further adjustment should be made. For example, you can set up a Target ROAS, Target CPA, Maximum Bid and more to achieve specific goals and use Smart Bidding successfully.
Close
Definitely, we can use the Google algorithm in our favor. You just have to know how!
However, in order to stand out, follow a branding (brand guidelines) and bring creativity to our campaigns, normal (non-smart) campaigns are definitely necessary!
Smart bidding and broad keywords we can clearly make our friends with adjustments.
It’s easy: with experience, customization, analysis and control, Google’s artificial intelligence is our buddy. Without you Google opens the door from the cage, which can be quite dangerous, but also does not mean only bad.
The future is getting smarter and smarter. How much machine is still possible?
We are excited about Google’s upcoming automations in 2022.
