Already this summer, Google changed the name of Google AdWords to “Google Ads”. Even then it was foreseeable that the way the ads work would soon change as well. Google has now announced a major change: Smart Campaigns
According to Google, “…Smart Campaigns mainly support small and medium-sized businesses in reaching their advertising goals by simplifying the management and optimization of campaigns with machine learning (ML). Businesses with little experience of advertising campaigns in particular benefit from the minimal administrative effort and thereby save important resources such as time.” (Source: Google)
According to Google, with the new Smart Campaigns businesses should be able to set up their campaign on their own within a few minutes. They should be able to set their own performance goals, set up budgets and write the copy. After these presets, the technology supposedly takes over the whole job and starts determining suitable keyword groups for the advertising company. Managing the ads in Google Ads is also automatic. ML optimizes the campaign and adjusts audiences, ads and bidding strategies to achieve the best results within the given budget.
One of the most interesting features is likely to be the “Image Picker”. Images and text are then selected by the Smart Campaign itself. “Image Picker works with the existing assets, images, logos, headlines and descriptions and tests different combinations in order to optimize display ads.” (Source: Google).
For the time being, only agencies and experts from the “Google Partner Network” can set up the new Smart Campaigns together with their customers. So we can wait and see how simple Smart Campaigns really turn out to be.
Source: Google