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Smart targets in paid advertising

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Smart ad targets help you optimize your ad performance in Google Ads. Thanks to them, the best website visits will be marked as a conversion. Then, with the help of so-called smart goals, you will improve the effectiveness of your own campaign to spend as little as possible while gaining as much as possible.

How to create Smart Ads?

Paid advertising in Google Ads is still one of the most popular forms of customer acquisition. No wonder, because this solution is highly effective. All you need to do is properly configure your ads and bids to generate profit on a regular basis. Among other things, intelligent goals help. The principle of operation is quite simple: the system uses user behavior, sessions and traffic to verify which user visit is most likely to convert. Then every single session on the website will receive a “rating” and the highest ones will be considered smart goals .

Typically, Smart Ad Targets make up a few percent of all Google Ads sessions. To take advantage of this solution, you need to meet several requirements. All information on this subject is available on the Google Support website :

  • The Analytics account must be linked to a Google Ads account.
  • Enabling Smart Ads is possible when clicks on them result in a minimum of 500 sessions within 30 days. When this number drops below 250, Smart Goals are deactivated until you return to 500 sessions.
  • Reports view cannot receive more than 10 million sessions in 30 days.
  • Your Analytics account must have the Google Products and Services setting turned on in Data Sharing.

Once your Smart Ad Targets are available in your view, simply turn them on and set them up. You can do it yourself, but if you have absolutely no knowledge about it, we recommend using the help of specialists. Then the goals of paid advertising will be positioned in such a way as to achieve the highest efficiency, while reducing unnecessary costs. Of course, remember to import data from Google Analytics to Google Ads.

Optimizing paid ad performance with Smart Goals relies on a flexible automated target CPA bidding strategy. If you want, you can set the CPC yourself. How much you ultimately pay depends on your ad goals and industry. It’s worth noting that smart ads can cause a sudden change of goals. This happens, for example, when adding a new conversion while adjusting the settings, and it is completely normal.

Smart targets in paid advertising

Are Smart Targets in Paid Ads effective?

Intelligent ads are created on their own thanks to the innovative Google system. Images and texts are selected to fit a specific “place” on the Display Network in order to increase effectiveness. All kinds of intelligent campaigns are perfect for promoting products and services to encourage new customers to buy.

There is no doubt that intelligent advertising is highly effective. It is enough to properly prepare the campaign and configure it. It is worth using the help of qualified specialists, especially if you do not have any experience in this matter. Then you can be sure that your intelligent ad targets will be effective.

This is a particularly effective solution for websites that do not have configured e-commerce transactions or conversions with Google Ads in their campaigns. Smart Goals is great for when implementing conversion tracking is impossible or difficult to complete.

Smart targets in paid advertising

Common mistakes with smart goals

There are limitations to using Smart Ad Targets from the outset. First of all, remember that ad targets are not amenable to configuration, editing, or customization. You can check them in the site view but not from the mobile app. Furthermore, Smart Ad Targets are not available for views getting more than a million hits per day.

A huge mistake – made by many people – is setting up Smart Ads by yourself without having any knowledge whatsoever. This is a problem that may expose many entrepreneurs to significant financial losses. If you are serious about your clients, use professional solutions.

An equally common mistake is the use of intelligent ads without analyzing the data available in Google Analytics and the Google Ads panel. In verifying the profitability of the campaign, the cost of acquiring the user and the increase (or decrease) in sales should be taken into account. If you can set up conversion tracking, this is usually slightly better than implementing Smart Goals. If you sell products or services, remember that you can also acquire customers from organic traffic and social media. Paid ads are just one source. If your budget allows it, combine Google Ads with positioning to reap the double benefits of the search engine. It is possible that with time the organic traffic will become so large that it will simply become unprofitable to continue paying for advertising.

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Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.

How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

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