COMPARISON: KISSppc Google Ads vs Google Smart Ads
Features of Your
CAMPAIGN BUILD & MANAGEMENT
Ads are critical. A great ad attracts attention, informs and delivers a call to action. An action can be a phone call to your business or a visit to your website.
KEYWORDS OR SEARCH TERMS
Google Ads uses "keywords" and Smart Ads uses "search terms" to describe the words or phrases that you expect will match the words or phrases that someone might enter into Google's search bar when they are searching for the product or service that you offer.
Negative keywords are words or phrases that prevent your ad from appearing. They are words or phrases that a person might enter into a Google search bar, but that would result in wasted money if your ad were to appear and the person clicked on it.
KISSppc Google Ads
We set your budget at whatever level you choose.
Google-certified AdWords experts build and manage your AdWords campaign.
We help you determine the best geographic targeting for your campaign, then we set it for you.
We help you decide what ad schedule is best for your campaign, then we set the schedule.
We work with you to organize your campaign, then we create ad groups.
We review your website and the information you provide, then we write ads. We write good ads, but we never stop learning how to write better ads.
To create a list of keywords for each Ad Group, we will review your website and the information you provide. So, if you are a lawyer who specializes in criminal law, we would include keywords such as "criminal defense lawyer" and "criminal defense attorney", but we would not include "divorce attorney" as a keyword.
NOTE: We will also use various keyword planning tools that we use when building any AdWords campaign.
We have standard lists of negative keywords for various industries and professions. We customize the appropriate list when building any specific AdWords campaign. For instance, if you are an attorney specializing in criminal defense, we would include "divorce attorney" and "real estate lawyer" as negative keywords.
Google Smart Ads
You set your budget at whatever level you choose.
You write your ads. Google's automated system builds and manages your campaign.
You set the location targeting. The process can be very confusing.
Your decide what ad scheduling is best for your campaign, then you set the schedule.
You have no control. AdWords Express algorithms automatically decide how to organize your campaign.
You write your ads. It's not easy to write great ads, and your ads will be competing with people who write ads to earn a living - and many of those people earn a very good living.
AdWords Express offers you very little, if any, control over search terms. This is a serious drawback to the AdWords Express platform. For example, if you own a women's clothing store and want to promote a line of suede jackets, pants and skirts, you cannot set "women's suede jackets" or "women's suede pants" as search terms. Also, it's highly unlikely that those words would be included in the search term list that Google's algorithms create.
Smart Ads does not use negative keywords. This is probably the single worst aspect of Smart Ads. It results in unwanted clicks and unwanted phone calls - and a waste of your time and money. For instance, if you are a dentist, you probably do not want your ad to appear when someone searches for "cheap dentist". We include "cheap" and "cheapest" as negative keywords in most of our Google Ads campaigns.