Published By : Ruchi Shivhare
Google, the worldwide online leader, is ruling the online marketing through its various products and Google AdWords is the largest revenue source for the company, driving nearly 80% company revenue. And we have been regularly observing the new and timely updates for making it futuristic to this billion dollar company.
In Dec 2016, Google launched the beta version of Smart Display Campaigns to test the feasibility of the service in Adwords. In its testing phase, Google offered this service to selected brands and advertisers such as Trivago, Credit Karma, Hulu Japan and all of them reported having 20% increased ROI on an average compared to Simple Display Campaigns of the same scale. After a successful trial, Smart display campaign is made available to all advertisers in April 2017.
Now you must be wondering with the questions like:
What is new in Smart Display campaigns?
Are you eligible to use it?
What budget, scale, effort and technical knowledge you need to use it?
How will it benefit you? And various others…
Let me take you through smart display campaigns and resolve your queries!
Display Advertising made Smart
Display ads are shown to people to build engagement with consumers and it is an early phase in the purchase cycle. So it is very crucial to create an intuitive and targeted display ad to procure consumers. Google display ads get a wide platform of over 3 million apps and websites in Google Display Network which covers over 90% internet users.
While creating a display ad campaign in AdWords, you need to set everything such as target market, budget, duration and ad format. You need to create ads yourself and it depends on your creativity that how efficient your ad is and what ROI your ads can grab. You need to track your performance and revamp your ads timely. Overall, it is you who is creating everything and Adwords displayed what you have created.
But using Smart Display Advertising, you can cut down your effort and get benefitted from machine learning capability of Google and acquire a data-driven automated campaign. You only need to provide creative business assets and business goals, rest is done by Adwords. Advertisers provide title, description, images and logo to be used in ads and set the budget, CPA and target. Then, Adwords creates seamless ads to fit anywhere in Google Display Network (GDN) in various formats such as text, image & native and displays it across the wide display network to the most interested viewers.
Adwords also optimize your budget and set bids to help get more conversions at CPA set by you. This tailored bidding is a result of advanced machine learning and auction based bidding capabilities of Adwords. Historical data of ad campaign is evaluated to find optimal CPA bid.
In this way, Google Adwords automates your display advertising and increases your ROI at the lowest cost.
What you require to be a Smart Display advertiser?
Smart Display advertising is available to every advertiser but you need to fulfill some requirements before setting up Smart advertisement campaign.
You must have conversion tracking tool enabled in AdWords account.
You must fulfill conversion based eligibility criteria – You must have got at least 50 conversions on display network or else 100 conversions on search network notably in last 30 days.
Your daily budget must be sufficient and should be 10-15 times of your target CPA bid.
You must collect your advertisement assets such as Logo, title, description and images.
Automation with some Limitation
Smart Display Advertising is efficient but as it has little limitation.
There are controls to manage where your ads may appear on GDN and you can maintain account level, site-wise or content category exclusions but it is not recommended. Smart advertising targets consumer on the basis of their history and interest, irrespective of which website they are on. If you control the ad, it will limit the reach of your ad campaign and will lead to reduced results with compromised automatic targeting.
So, if you have strict guidelines and need precise controls on your campaign then you must not go for it.
Easy Remarketing with Smart Display
As discussed earlier, Smart Advertising uses historical data of ad campaign to build automatic targeting and right bids. If a person has visited your website, then he will be automatically targeted. Smart advertising combines contextual targeting and audience based targeting which helps in remarketing and reaches the consumers who can be converted.
So, Smart Display Advertising has empowered the campaigns with automation. It lets you meet your marketing goals more easily with automatic targeting and bidding. With this feature, AdWords will deliver more gain value at the lowest budget to the advertisers.
So, automate your efforts, if you meet the eligibility criteria.
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