INTRODUCTION
According to Statista, Google is the leading search provider in the United States, accounting for more than 93 percent of the mobile market and 62.5 percent of desktop search queries.
Google Ads can enhance your exposure on the platform by targeting search terms, or keywords, people are using to find products or services related to your business. In fact, Google reports that most businesses see an average 200 percent return on investment for paid ads.
Google Ads Smart campaigns allow local businesses to tap into Google’s powerful ad platform by offering a simplified option that takes a fraction of the time to set up.
Following are some tips on how to use Google Ads Smart campaigns for your local business.
DETERMINE IF A GOOGLE SMART CAMPAIGN IS THE RIGHT FIT
Before you get started, it’s important to determine if a Smart campaign is the best type of Google ad for your business–Google also has Search ads, Display ads, Video ads, App campaigns and Shopping ads.
They are all eligible to appear on sites like Google.com and Google Maps or on websites within Google’s Display Network, and all are pay-per-click (PPC). In other words, views are free and you are only charged when someone clicks on your ad.
A Smart campaign (formerly AdWords Express) is essentially a more intuitive version of a Google Search campaign. You can create them in minutes, while search ads can take hours to plan, setup and monitor.
This allows busy business owners and those with limited (or no) marketing staff to highlight the selling points of their business or showcase their products or services on Google without learning the ins and outs of its sophisticated advertising platform.
There is, however, a trade-off. For example, Search campaigns allow you to have full control over your ad–you can choose the keywords you’d like to target (or exclude), select ad placements and receive detailed reporting, to name a few.
Smart campaigns are more limited in these areas. You are basically leaving it up to Google’s algorithm to determine the best keywords and placements for your ad. Though, this can be a perk if you’re not familiar with how Google ads work.
Reporting is also more simplistic. The Smart campaign dashboard shows you key insights like the number of views and clicks, ad spend and keywords, but it lacks other features that are beneficial for maximizing ad performance over time.
Despite some limitations, Google Ads Smart campaigns are the most practical options for some advertisers. For instance, local brick-and-mortar business owners looking for an extra push or those just getting started with PPC advertising are ideal candidates for Smart campaigns.
HOW TO SET UP A GOOGLE ADS ACCOUNT
To launch a Smart campaign, you must first register your business with Google My Business. This will require details such as your business’s name, location, phone number and website. You’ll also need to select the appropriate Google business category and verify your account.
Next, you’ll need to sign up for Google Ads. One nice thing about Google is that all of its products (e.g. Google My Business, Gmail, Google Ads, etc.) use the same username and password, so you can simply use the login information you already created.
When you create your Google Ads account, it will automatically start you out in “smart mode” (vs. “expert mode”) and it will prompt you to enter your web address and create a Smart campaign.
HOW TO SET UP A GOOGLE ADS SMART CAMPAIGN
Start by choosing your main advertising goal:
- Receive more calls
- Acquire more website sales or sign-ups
- Get more visits to your physical location
Next, select the location in which you’d like your ad to appear. You can set up a radius of 3-40 miles around your business, or you can add locations by city, state or country.
Once you click “next,” you’ll choose the language you want to advertise in, your business category and the specific products or services you want to promote in the ad. Google uses this information to target users who are most likely to engage with your business or make a purchase.
The next step is to create your ad. It must include the following components:
- Headline: Google allows three headlines at a maximum length of 30 characters (e.g. letters, numbers, symbols and spaces) each. One headline should be reserved for the name of your business and the others should clearly state what you’re trying to promote, such as the name of a product or a feature of your business.
- Description: You can have up to two lines of descriptions (90 characters max. each). Use these areas to provide additional details about your business, product or services, or showcase special offers.
- Website URL: This will default to the web address you entered for your business, but you can change it to a designated landing page if you’re promoting a specific product or service. Google only allows for one landing page per campaign. If you want to promote multiple products or services, you’ll need to make multiple campaigns.
HOW TO LAUNCH YOUR GOOGLE ADS SMART CAMPAIGN
Google will show you a preview of how your ad will appear in its search network. Click “See more ad layouts” to see how it will look on the display network and on Google Maps. Add multiple ads to your campaign or continue on to set your budget.
Smart campaign mode will provide recommendations for your daily budget, as well as estimated performance data and a monthly spend. You can select one of the suggested options or enter your own budget and continue.
The last stage allows you to review your campaign before submitting it to Google for review. As soon as you hit “next,” your campaign will show up as “pending.” Once Google approves it, it will be set to “active” and your ad(s) will start running.
Visit your Smart campaign dashboard to pause or edit your campaign at any time. For instance, you can turn off irrelevant keywords, adjust your budget or change your ad copy. You can also alter its schedule so ads only appear at optimal times (e.g. during your regular business hours).