Like Smart Search Campaigns do for Search Campaigns, Smart Display Campaigns automate much of the semi-manual process of setting up and running a regular display campaign in Google Ads. The Google Display network has a vast reach of over 2 million sites reaching 90% of the people on the Internet. Display ads appear in many different formats targeted at your desired audience or content and context.
Unlike search campaigns that advertise to people already interested in your products or services searching on specific keyphrases (pull), display ads show earlier in the buying process to people more likely to be interested in your products or services (push). Display ads are generally much lower cost per click than search ads, and are akin to smart banner ads or billboards along the information superhighway (couldn't help myself). Generally, if a client has enough budget, we'll set up both search campaigns and display campaigns for the broadest reach. Display campaigns are generally viewed as branding campaigns, while search campaigns are much more focused on specific products or services.
In a conventional display campaign you enter your graphic display ads in various sizes, as well as responsive display ads that auto-optimize from different headlines, graphics and vidoes. You set up your targeting with relevant audiences, demographics, ad schedule, and advanced bid adjustments. You set a bid strategy of manual bidding, enhanced CPC, maximize conversions or ROAS. We've found that display campaign conversions are generally lower cost than search conversions.
Smart Display campaigns automate much of the process including targeting, bidding and even ad creation. Using Google's artificial intelligence, smart disply campaigns automatically find new and existing customers, set optimized bids, and create engaging ads that adapt to any screen or ad space across the web and applications. Google reports that advertisers that use Smart Display campaign have seen 20% more conversions at the same cost per action (CPA) when compared to conventional display campaigns. Note that there are fewer options for Smart Display campaigns for example your ads will be scheduled to run 24 hrs a day.
"Automated targeting uses website visitor, landing page insights, and your search campaigns best performing keywords to automatically target customers across the web." - Google
Smart display campaigns combine your assets - headlines, descriptions, images, and videos into responsive display ads. These ads can even transform themsleves into native ads. Over time using Target CPA, smart display ads optimize based on what best wins you conversions.
To set up a smart display campaign go to the campaign level and click on the big blue plus sign. Select New Campaign. In this case we select a goal of Sales. Click on Display then Smart Display campaign (see Figure 1).
Next you set various options like locations to target and exclude, bidding (maximize conversions, target CPA), and budget (daily).
Next you set up responsive display ads. Enter at least 1 landscape image and 1 square image. Ideally enter at least 1 video. Enter 5 headlines (currently 30 characters maximum), a long headline (90 characters max), and 5 descriptions and your business name.
Google lets you enter images and videos from multiple sources, scan websites (your own, social media channels), upload, and stock images (provided by Google). Once you've loaded up your assets hit save and watch the magic happen. Google automatically targets, bids, and combines assets to maximize conversions at near your target Cost Per Acquisition (CPA).
We've found that smart display campaigns tend to have lower CPC and lower cost/conversion than display ads (even responsive) which in turn have lower CPC and cost/conversion than search campaigns.
Next time we'll look at how to optimize the performance of smart display campaigns using data provided by Google.
You can optimize Google's Smart Campaigns with the proper setup and maintenance. Start with a limited number of text ads and product or service categories and prune undesired search phrases as necessary.
By website optimization on 15 Nov 2020 AM