Smart Google Display Network Campaigns – Why Are They Worth It?
Smart Google Display Network campaigns are a solution available since last year. This new campaign type, as the name suggests, allows for simple and intelligent management of multiple variables within a Display Network campaign. Its primary goal is to increase conversions. Advertisers who choose this type of campaign see an average increase in conversions of up to 20%, while maintaining the same CPA compared to traditional Display Network campaigns.
What is magic?
Everything happens virtually automatically. Campaigns use self-learning algorithms that automatically find your potential customers, create ads for you, and adjust bids. Image and text ads are created based on the assets you add—headlines, short ad text, logos, and graphics. Over time, they can even evolve into native ads that adapt to the advertiser's website's character and appearance.
Before you decide to implement a Smart Display campaign, you must meet certain requirements. Not to mention proper conversion tracking, you must have achieved at least 50 conversions from your Display Network campaign or 100 conversions from your Search Network campaign in the last 30 days. Another key step is estimating your customer acquisition cost, or CPA, and setting a budget at least twice that rate. The final step is preparing the appropriate advertising inventory, and you can watch the magic happen before your eyes.
Creating a campaign step by step
Add a new campaign – Display Network Only. Then, select the Marketing Objectives option and, in the Drive Action section, select the first four objectives. Scroll down and select Smart Display Campaign. Set a target CPA and daily budget.
(The rest of the article can be found below the form)
Step
Step
A key factor in campaign success is adding the right assets. Google recommends adding three each of headlines, ad copy, logo, and images. It's crucial to ensure the headlines and text match, as they will rotate.
Step
Resource requirements
- Header – can contain a maximum of 25 characters,
- Ad text – can contain a maximum of 70 characters,
- Logo – It's best to send it in two formats: square (1:1) – 1200 x 1200 pixels and landscape (4:1) – 512 x 128 pixels. Maximum file size is 1 MB.
- Images – It's best to upload several to match your headlines and text. Landscape orientation, sizes: 1200 x 627, 1200 x 1200, 600 x 314, 600 x 600.
Step
Once your campaign is launched , you'll need to wait for the system to learn the best assets and strategies. This can take about two weeks, depending on the number of conversions you receive. Ideally, you should aim for between 40 and 50 conversions to allow the system to stabilize. If you don't see any conversions for a while, increase your target CPA and daily budget.
Once you've achieved a sufficient number of conversions, you can check the performance of your assets. Go to the ad tab and then view the asset details. Assets are given ratings: "low," "good," and "highest," and are ranked against each other. The "learning" description suggests that the system still has insufficient data. By analyzing this report, you can create a new ad containing the most effective assets or remove the least effective ones from an existing one.
Case Study
After so much praise and assurances about the effectiveness of smart campaigns on the Google Display Network , I decided to test this type of campaign. Since the average cost per conversion ranges between 15 and 20 PLN for a search campaign, I started with a CPA of 15 PLN. I allocated a daily budget ten times higher than the target CPA for the campaign. In a previously run Display Network campaign, I recorded 29 conversions within a month, with an average cost per conversion of 23,65 PLN. The total monthly cost of the Display Network campaign was 686 PLN.
For comparison, after testing the Smart campaign, I recorded 53 conversions. The average cost per conversion was 3,87 PLN, compared to a monthly cost for a Display Network campaign of 205 PLN. As you can see, in my case, using the Smart Display campaign increased the number of orders by 55%. Additionally, the cost per conversion decreased by 611%, which seems incredible.
Is it worth testing smart campaigns on the Google Display Network?
I definitely think so, as confirmed by the above case study. Furthermore, Google suggests that we can use this type of campaign instead of traditional remarketing. Furthermore, we can attach a data file and use dynamic remarketing.
Need help running a campaign? Contact me!
Summary
The above article covers the following topics:
- the impact of smart campaigns on the Google Display Network on increasing conversions while maintaining cost effectiveness,
- the use of self-learning algorithms in the creation and optimization of advertisements,
- steps to create a smart advertising campaign on Google,
- practical application of intelligent campaigns in the Google Display Network,
- smart campaigns as an alternative to remarketing.
