Freshwater Blog

Smart Display Campaigns

by | Apr 30, 2017

Google has announced that they’re going to be rolling out what they call “Smart Display Campaigns” beginning today.

smart display campaigns hal

According to the Inside Adwords blog, Smart display campaigns use machine learning to automatically:

  • Connect businesses to prospective customers who may be interested in a company’s products based upon insights from millions of apps and sites
  • Make relevant image, native, and text advertisements that fit anywhere across the Google Display Network
  • Set the right bids to meet your performance goals

Google reports that:

advertisers who use Smart display campaigns are seeing an average 20% increase in conversions at the same CPA, compared to their other display campaigns.

That’s a significant and amazing increase in conversions!

wow google smart display campaigns

Essentially Google has made things easier for advertisers to set-up campaigns on their display network.  This could be great news for smaller businesses who don’t have the staff or time to thoroughly optimize their placement ads on a regular basis.  It also give advertisers the ability to distribute ads to the audiences most likely to drive conversions without having to set a bunch of specific targeting.  That said, if you’re into having a lot of control over your ad creative this might not be the ad-type for you!

Technically, all that’s required to to get your smart display campaign off the ground is a budget, a cost-per-acquisition (CPA) goal, and some assets and you’re off to the races. However, these types of ads require some baseline conversion data, so if your current campaigns haven’t produced 50 Display Network or 100 Search Network conversions in the past 30 days you’re out of luck.

Overall these new smart display campaigns appear to have potential. This is especially true if you’ve been wanting to save time and (or) manpower dedicated to your display campaigns.

So what do you think about using machine learning to optimize your campaigns? Do you trust the robots with your campaigns, or are you going to wait and see? Let us know in the comments below.

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