Smart Display Campaigns – a simple way to effective advertising on Google
Regardless of what marketing strategy you are planning: acquiring a customer, informing them about a new product or service, or persuading them to buy your product, a display network campaign can be very helpful in achieving these goals.
Currently, the Google Display Network allows advertisers to reach millions of websites and mobile applications, creating unlimited opportunities for targeting advertising messages.
Unfortunately, preparing appropriate advertising banners, selecting the right recipients, or setting the optimal rate can cause many problems, even for experienced AdWords users.
To facilitate the management of such a multitude of variables, Google introduced smart display campaigns. Based on a completely new type of automatic targeting and combining contextual targeting with audience targeting, they enable you to acquire more users in a much easier way.
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Smart Display Network campaigns, using self-learning algorithms, automatically adjust:
- directing – connecting your business with potential customers who may be interested in your product or service,
- reklamy – which are generated from elements you've previously added, such as ad text, headlines, logos, and graphics. Additionally, they adjust the banner ad size to fit the available advertising space,
- rates – based on target CPA (cost per customer acquisition). Bids are automatically selected based on the likelihood of conversion.
Responsive Ads – How Do Google Algorithms Create Banners for You?
In the case of smart campaigns, specific advertising banners are not added, only resources such as headlines, ad texts, images or logos from which the ads are generated.
They represent a completely new responsive ad format. The system does all the work, selecting the best elements for each impression. Additionally, the ad size is adjusted to fit the available ad space. Your task is to review performance reports and eliminate the weakest elements.
Figure 1. Example of an intelligent display campaign created by Google algorithms.
Figure 2. Example of an intelligent display campaign created by Google algorithms.
Figure 3. Example of an intelligent display campaign created by Google algorithms.
Who are Smart Display campaigns for and what conditions must be met?
Smart Display Network campaigns automatically optimize within a few days of launch, selecting the right ads, bids, and targeting to attract the most customers possible. As a result, they help you achieve your marketing goals faster and with less effort.
Currently, only Google offers this level of automation, and advertisers using this solution see an average conversion increase of up to 20% compared to their previous Display Network campaigns. Trivago, a metasearch engine that allows users to compare hotel prices across various booking sites, is a prime example.
After implementing smart display campaigns, Trivago observed a 36% increase in conversions while maintaining the same cost per customer acquisition (CPA) compared to its previous campaigns. Other examples include portals such as Credit Karma and Hulu Japan.
The former saw a 37% increase in conversions after implementing a "smart" campaign, while maintaining a similar CPA rate. Hulu Japan, on the other hand, saw a 37% increase in conversion rate. At the same time, the company found smart display campaigns easier to implement and manage.
Moreover, they are truly effective in promoting the website to potential users. Smart Display Campaigns are an excellent solution for inexperienced AdWords users, or for more advanced users seeking new solutions.
Using this campaign also allows you to expand campaigns based strictly on remarketing lists to reach users earlier in the purchasing journey. A necessary condition for configuring a Smart Display Network campaign is achieving at least 50 conversions on the Display Network or 100 on the Search Network in the last 30 days.
Summary
The above article covers the following topics:
- Smart Display Campaigns automate your targeting and bidding, making it easier to effectively reach customers on the Google Display Network.
- In Smart Campaigns, Google algorithms automatically create and optimize responsive ads from the images and text you upload.
- Smart Display campaigns are designed for advertisers of varying levels of sophistication and require a minimum of 50 display conversions or 100 search conversions in the last 30 days to launch.
