Google has recently made a release under the new Google Ads brand that is specifically targeted for small businesses. This is called Smart Campaigns.

This is in line with Google's re-branding project, as well as efforts to make their products simpler and easier for marketers. This means that Smart Campaigns are perfect for small and local enterprises that do not have any employees handling their marketing efforts. Some of them do not even have a website. This is the perfect solution for these businesses.

For new advertisers, Smart Campaigns will be set as default when choosing campaign types. They will be almost fully automated, from the creation of ads to optimizing their delivery. This automation is dependent on the product or service offered by the business.

Google is trying to impact small businesses the same as Facebook has been able to successfully do. This can be accomplished by providing these easy solutions. Google already connects people to businesses nearby up to 9 billion times monthly, with 3 million of these being direction requests. Even former small business owner turned head of Small Business Ads at Google Kim Spalding has acknowledged the need for Smart Campaigns. While many small business owners use digital marketing, they will prefer simpler solutions that can overcome most challenges.

This innovation is built on Adwords Express technology but it will regularly be developed, much like Local Services, which is Google's answer to lead generation for home services providers. Local services are also designed for small businesses and have recently been expanded to 60 markets. However, it is separate from AdWords Express.

Ads created through Smart Campaign may be delivered all over Google's properties and like the Universal App Campaigns, users will not be able to switch off channels. Moreover, target optimization is also automated. Through Google's machine learning algorithms, ads are displaced to the right audience, after location data, behavior, device and other factors or signals.

Because of these, results have proven that Smart Campaigns are up to 3 times more effective at reaching the audience than using AdWords Express campaigns.

Another great feature is the ability to upload images or those taken from the websites of advertisers or from Google My Business Listings. In the coming months, Image Picker will make it possible for advertisers to choose up to 3 images for testing with the ad copy.

Smart Campaigns are also planned to work well with Google My Business in creating ads and landing pages. If the business does not have any website, Google will design and host automatic landing pages.

The landing page will allow business owners to access reports as well. These features are still being tested and will be included in Smart Campaigns later in the year.

Until then, Smart Campaign advertisers will require high-level reporting but currently, it is still being refined. This product is still new and there are different approaches that are still being tested. This is why Smart Campaigns will still evolve in the future, especially incorporating the feedback of users as small business owners continue to adopt it.