The secret to successful advertising campaigns relies on the brand's ability to deliver the right creative asset to the right target at the appropriate bid (or bid structure).
It's very challenging and to date has required an immense amount of oversight - but that's beginning to change (albeit slowly).
Google introduced its Smart Display Campaigns recently, providing advertisers the opportunity to optimize ads on the Google Display Network using the company's powerful machine learning automation capabilities. And it seems to be working.
Google indicated that of the small group of advertisers currently using Smart display, campaigns are experiencing an average 20 percent increase in conversions at the same cost per acquisition (CPA) when compared to other display campaigns.
The reason, of course, is because Smart display campaigns leverage technology designed to optimize advertisements across the Google Display Network, reaching consumers at the different stages of buying and with a demonstrated interest in purchasing. Let's take a closer look.
+ Automated bidding: Smart campaigns optimize bids according to the likelihood of conversion in each advertising auction.
+ Automated targeting: Uses performance data and combines automatic remarketing and automatic targeting to catch customers at various points in the buying journey.
+ Automated ad development: Ads are developed in real-time using building blocks including images, headlines and descriptions.
Advertisers will need to use conversion tracking and meet the current conversion-based eligibility requirements (at least 100 conversions on the Search Network in the last 30 days) to participate in the Smart display campaigns.
For those looking to simplify how campaigns are developed and streamline their management, the program could be a perfect fit.