Smart SEA Campaigns vs. Other Ad Campaign Types
- Michele Detzel
Would you be able to distinguish a smart Google Ads campaign from a “normal” one?
From a user’s perspective, there’s no visible difference between the two types of campaigns. However, for a SEA expert who looks behind the scenes, the distinction between a smart campaign and a traditional search or shopping campaign is clear. So, what exactly sets these campaign types apart?Smart Google Ads Campaigns
Smart campaigns, previously known as AdWords Express campaigns, are managed by Google. These data-driven, algorithm-controlled campaigns are automated to maximize value within a set budget. Unlike traditional campaigns, smart campaigns do not require manual activation of ad extensions such as sitelinks, additional information, or location details, as Google generates these automatically. Sounds great, right? But before opting for a smart SEA campaign, it’s essential to examine this campaign type closely!
Pros and Cons of a Smart Campaign
The algorithm behind smart campaigns learns by varying and testing ads, adjusting them automatically throughout the machine learning process. Google predicts which ad should be shown based on user search behavior to achieve maximum effectiveness.
Advantage of these smart campaigns is simplified management. In a traditional search campaign, there is significantly more effort involved because decisions on how each ad is displayed must be made manually. In contrast, with smart search campaigns, these decisions are limited in customization. The benefit is that this workload is reduced for you, but the drawback is less control. For instance, you have no control over bid management as Google handles this completely, lacking transparency in how bids are set. Additionally, keyword reports are significantly restricted, making it nearly impossible to control ad wastage.
Conversely, traditional search campaigns offer greater control. Goals and cost-per-click (CPC) can be clearly defined in these manually controlled campaigns. You’ll need to decide if manually managing CPC bids is worth the time, though Google provides automations that intervene based on typical key performance indicators (KPIs). Furthermore, you can manually set and adjust language and keywords for all ad extensions based on performance.
In a typical search campaign, keywords, keyword options, and ad groups must be manually set, edited, and managed, whereas smart search campaigns automatically generate them based on keyword themes. Smart ads are intended to be delivered specifically for relevant search queries on Google Search, Google Maps, YouTube, Gmail, and Google Partner websites, though ad wastage cannot be actively avoided.
In conventional campaigns, custom adjustments like adding new keywords, pausing or deleting existing ones, and consistently using negative keywords to reduce irrelevant search terms can be made. These individual settings allow targeted minimization of ad wastage.
Interested in promoting multiple landing pages with one campaign? Unfortunately, smart campaigns support only one landing page per campaign, whereas regular campaigns can support multiple landing pages, allowing you to direct users directly to the relevant page through your ads.
| Campaign Settings | Smart Campaign | Normal Campaign |
|---|---|---|
| Bids | Automatic bid management | Manual CPC bids |
| Extensions | Automatically generated | Manually set |
| Keywords | Automatically generated by themes | Manually set, edited, and managed |
| Reports | Predefined dashboard statistics | Transparent data analysis |
| Ad Delivery | Google Search, Maps, YouTube, Gmail, and Google Partner Sites | Customizable delivery (Search, Search Network partners, Display Network) |
| Landing pages | One per campaign | Multiple per campaign |
Conclusion
Despite the time savings of smart campaigns, traditional search campaigns shouldn’t be overlooked. Smart campaigns have their benefits, but experienced SEA managers often prefer the detailed control of traditional campaigns. The transparency and comprehensive management options of traditional campaigns allow for better performance control. If transparency and control are priorities, traditional campaigns are the better choice.
Campaign optimization is crucial for SEA experts, who utilize all available tools to boost campaign success and reduce irrelevant clicks. Smart campaigns lack the ability to intervene in ongoing campaigns, unlike traditional campaigns, which allow for individual measures to fully exploit SEA campaign potentials. Which campaign type do you prefer? Share your opinions and experiences with us, or contact us for a detailed SEA consultation at info@adojo.de or +49 911 24 030 050.