All about smart campaigns

All about smart campaigns

Smart campaigns are great for people who are new to search engine marketing. With smart campaigns, Microsoft Advertising will create ads and run your ad campaign for you!
Note

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

Smart campaigns in Microsoft Advertising are a simple and easy way for small businesses to advertise on the Microsoft Advertising Network. We'll use Microsoft AI to create ads and manage your advertising campaign for you. All you have to do is:

Create a smart campaign

Once you have completed setup (including setting up your payment method), click Create new smart campaign and follow these steps:

Tell us about your business expando image
First off, we need to know some details about your business and what you want to accomplish with this advertising campaign.
  1. What's your campaign goal? A successful advertising campaign needs a clear goal, so the first step is to tell us what your advertising goal is. Do you want to get more visits to your business location, more visits to your website, or more phone calls to your business? Setting your goal at the very start gives us the context to craft effective ads for you and ensures we are optimizing your campaign settings for the correct success metrics.

    After you have selected a goal, click Next.

  2. What's your business's name and website? Enter your business's name and the URL of its website and then click Next.

    Note

    For subsequent ad campaigns, at this step, you'll have the option to simply select the business you previously set up, or to create a new one.

  3. Where do you want to advertise? Select whether you want to show your ads to people:
    • Within a radius around my business address: Enter your business address and set a radius (in miles or kilometers) for how large an area around this address you want to advertise. You'll see a circle of this radius appear on the map.
    • Within a specific location: Enter the name of a country/region, state/province, or city; or enter coordinates (latitude/longitude) or a ZIP/postal code; and then click Target. You can target multiple locations.

    As you adjust the radius or add locations, pay attention to the Estimated number of potential customers window on the right. This shows you how many people we estimate will search on the Microsoft Advertising Network in this location or locations each month.

    Once you have set the correct location or locations, click Next.

  4. What is your product or service? Select which language you want to advertise in, your business category, and the products or services you want to advertise. We will suggest some products or services based on a quick look at your website and the business category you select.

    Note

    The products or services you select here will determine which Microsoft Advertising Network searches we will show your ads for.

    As you add products or services, pay attention to the Estimated number of potential customers window on the right. This shows you how many people we estimate will search on the Microsoft Advertising Network for these products or services (within the location or locations you set in the previous step) each month.

    Once you have selected all applicable products or services, click Next.

Create ads expando image
Now let's set up your ads!
  1. What should your ad say? Based on the business information you've provided, our AI will write an ad for you, consisting of four pieces of text: two parts of an ad title, a description, and a website URL.

    Feel free to make changes to the text we have provided however you see fit. On the right, you'll see a preview of your ad.

    When you're happy with your ad, click Done. If you want to create more than one ad, click either Create another ad or Copy ad, if you want to base the new ad on the previous one.

    When you're done creating ads, click Next.

  2. What is your business phone number? If the goal you selected at the start was Get more phone calls to my business, this is a required step—it allows customers to click to call your business right from your ad. If you have a different goal, this is an optional step, but we recommend entering your phone number to help you reach more customers.

    When you're ready, click Next.

Set your budget expando image

Your budget tells us the limit you want to spend per day on your ad campaign. When you reach your budget, Microsoft Advertising will stop displaying your ads until the next day. This makes sure you spend only as much as you're comfortable spending.

The shaded area along the budget slider shows you the range of budgets used by business like yours (based on your business category and products or services). This gives you an idea of what budget level will make your ads competitive.

Try entering different values and watch the Estimated performance window. Based on you budget, your targeted location or locations, and the products or services you set, we'll show you how many impressions and clicks we estimate your ads will get.

  • An impression is when your ad is shown to a potential customer. Impressions are a good measure of how visible your ads are, given your budget, location targeting, and selected products or services.
  • A click is when one of those people clicks on your ad. Clicks are a good measure of how appealing your ads are to the people who see them. Clicks are also what you pay for—you only pay Microsoft Advertising when someone clicks your ad.

Important
  • Your actual spend per day might be more or less than the actual target budget you've set. However, each month, you won't spend more than this number multiplied by the number of days in the month.
  • You can change your budget at any time.

When you've come up with a budget you're comfortable with, click Next.

You just created a smart campaign! At this point, Microsoft Advertising will perform a quick review of your ad content against our policies (most reviews take less than a day). After that, your ads will start running.


Keep an eye on your campaign

On the All Campaigns page, you'll see a window for each smart campaign you've created. Each window shows:

  • The campaign's name
  • The campaign's status (Enabled or Paused)
  • A preview of one of the ads in this campaign

To review the performance of a campaign, or to make changes to it, click either Campaign details in its window or the campaign's name in the left pane of the page. On an individual campaign's page, you'll see windows for:

Campaign information expando image

Here you'll see your campaign's name, status (Enabled or Paused), goal, business name, and business website.

To pause a campaign, click the arrow next to Enabled, and select Paused. To make changes to other details, click Edit.

Note

You cannot change a campaign's goal after it has been created.

Ad preview expando image

If this campaign has just one ad, it will appear here. If it has multiple ads, you can click the arrows on either side of the preview to see them all.

If you want to make changes to any of your ads, click Edit ads.

Clicks expando image
Here you'll see a performance graph showing how many clicks this campaign's ads have gotten over time. Clicks are a good measure of how appealing your ads are to the people who see them. Clicks are also what you pay for—you only pay Microsoft Advertising when someone clicks your ad.
Note

If you recently created this campaign, you will see "No data available" here.

Spend expando image
Here you'll see a performance graph showing how much you've spent on this campaign over time. Spend is closely tied to clicks, because clicks are what you pay for.
Note

If you recently created this campaign, you will see "No data available" here.

Impressions expando image
Here you'll see a performance graph showing how many impressions this campaign's ads have gotten over time. Impressions are a good measure of how visible your ads are, given your budget, location targeting, and selected products or services.
Note

If you recently created this campaign, you will see "No data available" here.

Search phrases expando image

Here you'll see a snapshot of the top words or phrases that people searched for when they saw your ad. To see the complete list, click Manage search phrases.

When you review the Manage search phrases page, keep your eye out for search phrases that may be irrelevant to your business. Clicks that resulted from these searches are less likely to have helped you reach your goal. To block a search phrase from bringing up your ad in the future, click on its status icon and select Pause.

Note

If you'd like additional search phrases to bring up your ad, expand your products or services (see below).

Devices expando image
Here you'll see how your clicks, spend, and impressions break down by device type: desktop (including laptops), tablet, and smartphone.
Locations expando image
Here you'll see a map showing your targeted locations. To make changes to your location targeting, click Edit locations.
Phone calls expando image
If the campaign's goal is Get more phone calls to my business, here you'll see a performance graph showing how many phone calls this campaign's ads have resulted in over time.
Note

If you recently created this campaign—or if your campaign's goal is not Get more phone calls to my business—you will see "No data available" here.

To change your business phone number, click Edit phone number.

Products or services expando image
Here you'll see the business category and the products or services you selected when you created this campaign. To make changes to these settings—or to change the language you want your ads to appear in—click Edit products or services.
Budget expando image
Here you'll see the budget you set when you created this campaign. To change your budget, click Edit budget.

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