Hot on the heels of our blogs on real-time bidding and programmatic advertising, Google has now lunched Smart Display Campaigns. According to the Search Engine, this offers a, ‘simple, intelligent solution to managing the complex variables of display advertising, and may be the most effortless way to broaden your customer base and win new conversions.’ Smart Display Campaigns (SDCs) will show banner ads across all devices to users at different stages of the buying cycle that may have showed interest in your or a similar product or brand.
SDCs use 3 technologies to optimise Display Campaigns to their fullest:
Automated Bidding – By using your target cost per acquisition as a guide, Smart Campaigns automatically optimise to set your bids according to the likelihood of conversion in each ad auction to give advertisers the best value and highest conversion rates.
Automated Targeting – Once that data is collect, Automated Targeting optimises as your campaign runs, which means your display ads increasingly show where they’ll get you the most conversions.
Automated Ad Creation – Ads are automatically generated from the template you provide, like headlines, calls-to-actions, descriptions and images. They responsively fit into almost all ad spaces across the Display Network, including mobile, desktop and tablets.
What are the benefits?
It’s quicker to get better results – You ad is designed using building blocks provided by you for your ads—like headlines, images, and branding — and Google find you as many relevant customers as they can within the CPA bid and budget that you control.
Your Display works smarter, not harder – SDCs automatically optimise within days and continue to with more and more data. Your campaign automatically selects the best combination of assets (the building blocks that the ads are made up of) to give you the best results.
Find the potential customers who matter most – Reach the people who are most likely to be interested in your product or service and get as many conversions as possible. SDCs optimise your ads performance with automated targeting and bidding, including remarketing.
Why Smart Display over regular Display?
What you gain with a SDC:
- A user-friendly interface
- A much more refined campaign construction flow
- A new, streamlined way of tracking campaign performance and reporting
- Automated, real-time bidding
- Responsive ads shown on all devices
What you leave behind with regular Display Campaigns:
- Manual bid strategies, settings, targeting and ad creation (so more manual labor and margin for human error)
- Desktop-only or mobile-only campaigns
This roll-out could revolutionise Google Display advertising so we’re pretty excited here at Results First! If you’d like to start maximising your banner ad campaigns today, get in touch on 0800 878 833.