Introduction to Google Smart Display Ads

Recently Google introduced a new display ad format i.e "Smart Display Ads".

How this ad format works & how it is different from the previous display ads format. We will discuss in this blog.

Setting up campaigns, targeting, bidding, doing keyword research can be a complex & time consuming process. So with the roll out of smart display ads, it would be very easy for retailers to set ads withing few seconds.

Google display network consists of 4 million apps & websites where the ads will appear. According to Google, those who are using smart display campaigns have seen 20% increase in their conversions on the same CPA.

What are smart display campaigns?

According to Google, Smart display campaigns offer 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. You can use a Smart display campaign to show ads in almost all formats across the Google Display Network, reaching people at all stages in the buying cycle—from people with demonstrated interests to customers just about to buy.

So basically Google Automated some processes in this kind of campaigns like:

Automated Bids: Using target CPA set by user, smart campaigns set your bids automatically to give you the best possible value.

How it works: Smart display campaigns use target CPA, focusing on conversions. Your Smart campaign optimizes to bid most aggressively when performance data suggests the highest likelihood of conversions, and bids significantly less when data suggests that there is a low likelihood of conversion. After a necessary learning period, your campaign should begin to optimize either within 2 weeks or after it generates about 50 conversions, whichever comes first.

Automated Targeting:  Targeting optimizes as your campaign runs, which means your ads increasingly show where they’ll get you the most business.

How it works: To help you reach the people who matter most to your business, automated campaigns use performance data to aggressively seek conversions. Smart display campaigns combine two targeting methods: automatic remarketing to people who have visited your website and also automatic targeting, which excels at catching customers “mid-funnel”—that is, much earlier in the buying process.

Automated ad creation: Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad spaces across the Display Network.

How it works: Say you want to launch a campaign, but you don’t know what images and text to use in your ads. You decide to enter your assets (headlines, description lines, images, and logos) and run them in a Smart campaign.

How to Setup Smart Display Campaigns

Steps to create a smart display campaign:

Step 1: Create a display campaign within AdWords.

Step 2: when prompted to select a marketing objective, choose any option under the “Drive Action” header (excluding “Install your mobile app” or “Engage with your mobile app”).

Step 3: After choosing a marketing objective, the option to create a Smart Display campaign will appear. Check this box to get started.

Step 4: After creating campaign, assign a budget & target CPA goal.

Step 5: Now you will be prompted to create your first smart display ad.

Unlike traditional display ads, you won't have to upload complete image ad. Google will just ask you to upload assets & then automatically creates a series of responsive ads for your campaign.

Note: To create smart display campaign, it is necessary to have minimum 50 conversions on display network or 100 conversions on search network.

Smart display campaigns are not a good option for those, who want more control on their Ad creative, target audience & bidding strategy. 

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