Setting up campaigns is quite easy but it’s very important to know just how Google’s AI tools are going to utilize the data you are feeding it.

I had my regular call with Google last week and got the absolute latest on how Google’s Smart Ads function and how to best leverage them to grow clients customers.

A few facts for the road:

Feed the machine. Make sure you provide as much information as is available and the AI tools will “figure it out.”

70% Variance In Ads. I was told to make sure 70% of my ads were different. My 3 ads in this one campaign were generating 64 actual ads. None of which would be able to be seen directly by me or my Google adwords rep. They are generated on the fly across many/all of Google’s inventory including display (remember to add photos or your display ad will run without images). Copy in the ads will be swapped continually and tested with derivative(s) of keywords based on what I put in the ads, product /services area (max 10) and/or business category.

Yes, you heard that right. You will not be able to see a copy of your ads or even get examples of other ads being generated from the ads you created. You are going to have to trust Google’s Smart Ads AI technology is doing it right. Because you cannot see how each ad is performing there is no actionable way to optimize each ad.

Google Analytics Tag 2X. GA tracking is not the same in Smart Campaigns as it is in regular campaigns within the Smart Ads dashboard. AKA keep your current GA tracking and ADD the Smart Ads GA Tracking code. That being said use your current GA to glean insights from the ads and what might be working.

Be Patient & Adjust Goal If Necessary. Depending on your budget and your goals (phone calls vs. clicks), it may take sometime for ads to even start showing impressions but be patient. If you find your ads are taking a little longer than you would like and your campaign goal is set to drive phone calls or in-store traffic, consider switching goals to drive clicks which will often speed up visibility.

Multiple Campaigns for Each Client Based on Focus.  It starts with campaigns. They are just that campaigns. You can (and should) have multiple campaigns for each client featuring specific product groups/keywords in each campaign.

Think Specific Long-Tail Keywords in Products / Services Area. Providing information that is too broad, especially in the products/services area is a critical mistake as a result of not understanding how Google is going to analyze and parse the data you are entering.

Please comment or share your thoughts, insights, tools, tips etc.

About the Author

Chris Bernard is a Certified Marketing Consultant and Professional speaker and trainer.
He has been featured in Search Engine Watch, Fast Company, Chicago Tribune and CIO. Chris has handled online and offline marketing campaigns for some of the best known brands on the planet and leverages unique advantages of SMBs to achieve exponential growth and performance.  Chris is focused on proven, measurable KPIs and can be reached at