Smart Campaigns are a new addition to the Google Ads toolbox. They allow the quick and rapid creation of a digital ad campaign, by nearly anyone, in the blink of an eye. If you know what you’re doing, you can probably even see incredible results by buying into the entire system. There are also downsides.
The entire campaign becomes a black box. You can’t see inside it. You don’t know where your money is being spent. And like the Antique Cars at Kings Island or the Tomorrowland Speedway in Disney World, the campaign is on a track. You can maneuver it a little bit, but you aren’t really changing where you’re going.
I’m usually an advocate for something, anything, is better than nothing. Progress is greater than being stuck, even if you’re not exactly heading in the right direction. However, when it comes to investment, knowing what your money is doing is just as important as doing something with it.