What Google Ads Smart Campaigns Mean for Businesses in Essex
Advertising in Essex just got a whole lot easier. With Google Ads Smart Campaigns, business owners in Essex should feel confident and excited about this simple and intelligent tool designed with local search in mind. Why? For two main reasons:
- Automated advertising (which means reaching your local target audience is easier than ever).
- Traffic and revenue from new campaign goals (businesses can now track phone calls, requests for directions, and site visits).
Let’s explore both of these implications from the perspective of a local business in Essex.
When we say advertising is automated, we mean that bidding, targeting, and ad creation are all done by Google’s algorithm.
It used to be that all these areas of paid advertisement had to be done manually. Ad campaigns can still be created manually – but now they can also be automated from start to finish, thanks to the machine learning capabilities of Google’s algorithm.
What does automated advertising mean for a business in Essex?
Let’s say you run a small ice cream shop in Essex, and you want to get more visitors coming through the door. In a Smart Campaign with automated targeting, you do not have to worry about selecting all the most relevant keywords anymore. Due to it’s machine learning capabilities, the Smart Campaign platform will connect you with all the most optimal keywords on an ongoing basis. All you need to do is provide the building blocks (like headlines, logos, and images) and Google will do the rest.
For example, you might not have known a correlation exists between “homemade desserts in Essex” and “ice cream shop in Essex”. Smart Campaigns will have noted the correlation, and even created an ad to display in the search results for the specific keyword. Then, Google will automatically display the advertisement whenever the cost of doing so makes sense within your budget. In order to keep everything within your means, users can set a target cost-per-acquisition for each campaign, and Smart Campaigns will optimize bidding to bring maximum conversion in every ad auction.
The benefits of automated advertising are that you get a top-performing ad that does a better job of reaching your target audience than ever before.
Increased Traffic and Revenue From New Campaign Goals
The ultimate benefit of Smart Campaigns should mean an increase in traffic and revenue. One of the main reasons for this is new Campaign goal categories that are more attuned to the needs of local businesses. These are metrics like phone calls, requests for directions, or website page visits.
Let’s take our ice cream shop in Essex as an example once again to see how this breaks down. In this scenario, the owner wants to expand awareness of the shop in the local area. Previously, it was hard to know if people who landed on their site via advertisements were actually interested in getting ice cream.
With Smart Campaigns, the shop owner could set ‘store phone calls’ as the conversion goal, and have automated ads created with this end goal in mind. These kind of ‘material metrics’ help connect local businesses to their local target audience better than ever before.
For businesses in Essex looking to grow their digital presence, Smart Campaigns from Google Ads are a handy and trustworthy companion.