How Are Keyword Themes Better for Placing Ads?
Machine learning places ads according to keyword themes that think more like a person and how they would search. We don’t think in broken keywords or phrases (e.g. “furnace broken”) and the Smart Campaign will bring in all of those other relevant words automatically. Certain keywords can be omitted and there’s an opportunity to break ads down into several different campaigns.
Do You Have to Maintain Google Smart Campaigns?
While Google Smart Campaigns are less maintenance and set up, you still have to monitor the ads. But with digital marketing ads, it is never ‘set it and forget it’. You can change out different keyword themes, change images, or refine budgets. These campaigns, however, are less technical to manage.
What Are Some Reasons that a Google Smart Ad Might Not Run?
A Google Smart Ad may not run if there is not enough data.
In order for Google Smart Ads to run, there has to be data so it can understand who to put the ads in front of.
A Google Smart Ad may not run if the search volume is low.
If the search volume is low, maybe you need to expand the keyword themes. Without enough data within the keyword themes selected, the ad cannot run.
A Google Smart Ad may not run if the conversion objective was selected.
It’s normal to want conversions but maybe there aren’t currently enough conversions. And maybe you don’t have enough conversions right now.
Google Smart Campaigns Use Machine Learning to Get in Front of Targeted Audiences
Machine learning technology is going to continue to evolve. As more data is understood, ad targeting using keyword themes will also improve. Google Smart Campaigns appear in many places online and are getting “smarter” at understanding behaviors to provide a better experience.