Customers are continuously looking for something online, so the ads carrying the relevant message regarding that certain product needs to reach out to them at the appropriate time. On the other hand, creating an ad, deciding its bid structure and targeting can be a time-consuming task that can cause certain delays. After the release of Smart Display Campaigns, retailers will be able to advertise better-optimized ads using Google’s apt machine learning automation on the Google Display Network.
Google Display Network provides an amazing opportunity to retailers as this network consists of 3 million apps and website, so they can reach out to a bigger loop of people for making their customer base and getting new conversions. As Google states it’ “Such advertisers who are running their campaigns on Smart Display Campaigns are seeing 20% increase on average in their conversions at same Cost Per Acquisition in comparison to other display campaigns”.
In the following blog post, we will discuss how Smart Display Campaigns can be optimized and it’s a potential downside.
What are Smart Display Campaigns?
According to Google’s announcement, advertisers 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 marketing funnel—from people with emerging interests to customers that are just about to buy.
Smart campaigns might be a good fit for retailers who:
- Want to attract additional customers beyond your manually targeted campaigns.
- Use conversion tracking and meet the conversion-based eligibility requirements.
- Now want to reach people who are in the earlier process of buying but previously had limited their Display Network advertising to remarketing only.
- Desire a fast and highly performing campaign but are new to advertising on the Display Network.
What you gain with a Smart campaign:
- It gives you an easierconstruction flow of campaign
- To easily manage your ads, It comes with a friendly interface
- An exclusive and better way of tracking your progress
Smart display campaigns combine 3 optimization technologies:
- Automated Bidding
- Automated Targeting
- Automated Ad Creation
Here is what these optimizations do preciously:
Smart campaigns use target CPA as a basis to optimize your bids according to the probability of conversion in each and every ad auction.
Automated targeting works by optimizingyour currently running campaigns. In easy words, it means that your ads started to be shown increasingly where they are most likely to get you the most business.
Automated ad creation
Automated Ad Creation fits into all the ad spaces of the display network. It generates ads automatically from the headlines, descriptions images and logos you provide.
How can you Optimize Your Smart Display Campaign?
If you have opted to use this smart feature then get ready to be familiar with the fact that you will have a tiny control of it in your hands but here are 5 features that can be in your control.
- You will not be losing control over your campaign budget:
Smart Display Campaigns being super restrictive in many ways will still let you decide your budget. The mantra here for successful campaign remains the same, you get what you pay for. Bigger the budget, better the results! But such campaigns that are struggling and are at the mode of yet figuring out what works and what doesn’t can put a budget restriction until the performance is improved.
- Targeting CPA will remain within your reach:
Where CPC and CPM remain out of the league for advertisers in a smart display campaign, they still have control over their target CPA. Lower your target CPA if the CPA in your smart display campaigns ends up disappointing you.
- Keep up with the Ad assets:
With all the automation and zeal of getting everything done by the smart display campaign on its own, it is quite easy to forget testing your ad creative. But you better not ignore the importance of testing an ad copy. Routinely checking your ad assets will let you access if you have to replace any headline, description or low-quality images that are effecting the performance.
- Ad Placement can help you save some bucks:
It will not be under your control initially to choose websites and apps where your ad will be displayed through smart display campaign. But you will have the option of eliminating individual placements from showing your ads. Once it is at running, you need to make sure that such placements that are poorly performing are removed from your campaigns so you can save yourself a couple of dollars. Individual placements at such sites where your ad does not align with the website and your ad are being shown can also be excluded. You will need to create a campaign exclusion list to proceed with this exclusion process in your account’s shared library.
Stop, Smart Display Campaigns have some Downsides too:
Like the colorful side of New Smart Display Campaigns in Google Ads, there is a downside to it too. Such customers, who want to gain control over the ad creativity, this feature is not meant for them. Moving further, it comes with a restriction of having at least 50 conversions in Display Network and 100 conversions in Search Ads which is impossible for such advertisers who are just at their initial stages. Furthermore, it requires you to have the target CPA bid which is at least 10-15X.
Opt it or not, all you need now is an effective reporting tool like PPCexpo:
To measure the progress, there must be a tool available for you all the time so you know what’s being done to PPC (Pay Per Click) Advertising campaigns. With PPCexpo’s extensive library of reports, you can run any report according to your needs and get a detailed analysis on whether you’ve been able to get your desired results or not. Having an accessible reporting tool is a must for advertisers. Keeping the changes in mind, it should be available to you all the time so you can keep an eye on the things.