Artificial intelligence and machine learning algorithms have changed the game in terms of campaign management.
Indeed, Smart Bidding strategies such as maximize conversion value, Target ROAS, Target CPA and others use all the existing data points in your account to target users who are more likely to convert and maximize your return on investment.
Read | If you haven’t read Frederick Vallaeys’ book Digital Marketing in an AI World, cancel your plans and start reading. I can’t recommend it highly enough.
To maximize your use of artificial intelligence and machine learning in Google Ads, you’ll want to review your campaign architecture to ensure that you’ve maximized your data points to fully use the power of Smart Bidding. To maximize your data points, simplify the structure of your campaign by considering which variables are the most valuable to your campaigns and remember, less is more.

Here are some variables you might want to consider for the coming decade.
Geo-Targeting
Does your performance really vary based on location? Your answer is probably yes, but don’t make the mistake of creating campaigns for every market. Group them by market tier to limit the volume of campaigns.
Language
This variable will always be a crucial part of a digital campaign’s strategy. Keep in mind that Google Ads’ language targeting is based on browser settings. In a bilingual market such as Montreal, many people use an English browser but search in French. If your campaigns only target French keywords, you can add English to your targeting too!
Tactics
When you start building a new architecture, always limit the number of tactics you activate. Yes, it’s tempting to create campaigns for every audience and product type to more closely control your budget and allow yourself to make micro-adjustments, but don’t do it. In today’s world, a simpler approach is better. Put your faith in the system, and simplify your account architecture to maximize data points. If you eventually realize that some ad groups are performing very well and not being maximized in terms of impression share or share of voice, then and only then would you slice and dice your campaigns to create different sets of sub-campaigns.
Audience
Audience is a dimension that’s been underused for too long. Google introduced “Target and Bid” now known as “Targeting” or “RLSA” some time ago but unfortunately, I don’t often see it used in Google Ads accounts, though should be activated in most accounts.
Campaign Goal
Think about what you want to achieve with your campaign. Where does it sit in your funnel? Are you trying to acquire traffic? Do you want to engage new people? Are you trying to sell your products? Remember, it takes many steps before a user will make a purchase.