Four automated campaign types
A new article on Search Engine Land reports that automation should supplement, not replace, your skills. At SMX Next, Michelle Morgan and Joe Martinez shared how they find a balance between human knowledge and machine learning for four campaign types.
Paid search practitioners have expressed a lot of frustration over the increasing amount of automation that platforms, like Google, have been implementing. However, this push towards a more machine learning-powered industry shows no signs of slowing. For advertisers that see the potential and opportunities that accompany more automation, there may be more impressions, clicks and conversions to be had.
Paid search practitioners have expressed a lot of frustration over the increasing amount of automation that platforms, like Google, have been implementing. However, this push towards a more machine learning-powered industry shows no signs of slowing. For advertisers that see the potential and opportunities that accompany more automation, there may be more impressions, clicks and conversions to be had.
- Smart Display with pay for conversions: Smart Display campaigns with pay for conversions can be a really great option to leverage a lot of Google's automation around the targeting, but then still control what you end up paying for those conversions. With Smart Display campaigns, targeting is automated and Google optimizes it as the campaign runs. Relinquishing control over targeting might sound like a leap of faith, but, "We're okay with utilizing the Smart Display campaigns because we're utilizing the pay for conversions bid strategy" Morgan said, adding that, in this case, pay for conversions is not like other automated bid strategies because it is only available for Display campaigns.
- Dynamic Search Ads with exclusions and negative keywords: Dynamic Search Ads allow you to provide a URL (or a list of URLs) and Google will use that as inputs for an ad based on the keywords that are on the page and your ad copy. While the final URL, headline and display URL are determined by Google, the descriptions are still under your control. So make sure that they include any important calls to action or messaging that you have, because you never know what Google is going to put in there based on what it found on your website. In the dynamic ad target section of your reports (shown above), you can view the search terms that triggered your ad, along with the headline and landing page that Google selected for that ad. You can use that information to adjust what dynamic targets you have in the account. You should be proactive with the pages you're excluding (e.g., about us page, privacy policy, etc.) from your campaign. You can do this by adding exclusions manually or submitting a page feed.
- Custom video campaigns: TrueView for action campaigns will be transitioned into Video action campaigns soon. We now get a longer headline and description, so now the placements have expanded and your ad will look a little bit different depending on where your ads are being placed. If you still want to create Discovery campaigns, you can still create your own by using the Custom video campaign option (shown below). You want to have a standalone Discovery campaign? You can still do that. If you want to have a standalone Trueview for shopping campaign, you can still do that. Google still gives you the options for control. It's just anything for Trueview for action, understand it is now rolled into the Video action campaigns and we only get responsive video ads here -- they haven't changed anything, they just pretty much added more fields for us to fill to make our ads a little bit more engaging.
- Broad match and smart bidding with remarketing lists: Another full strategy that Google is really starting to push now is going full broad and running just on Smart Bidding -- but it might not be a good move for everybody. If you're new to broad match or you're just a new account, period, we say hold off a little bit or try something a little bit more specific. If you really want to try full broad [and] you're in a very niche, specific industry and you really need to expand your keyword reach, try using RLSA [Remarketing List for Search Ads]. Layering in a targeting audience, such as people who have already been to your website, helps to ensure that the people that see your ad are already familiar with your brand.
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Jacob Baker -
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