What Are Google’s New Smart Display Campaigns And Why Should They Be Part Of Your Campaign

Display Ad campaigns have traditionally been among the most challenging to plan and optimize. Marketers have long wanted new options for managing them. Now, Google is responding.

Smart Display campaigns rolled out in April. They simplify and streamline advertising workflow while forgoing manual bidding strategies and other time-intensive options.

How Does a Smart Display Campaign Work?

Smart Display campaigns automate bidding, targeting, and even creatives. You no longer need to worry about setting up multiple ads for various sizes and formats. Google data suggests advertisers who adopt Smart Display have seen an average 20% conversion gains.

Creating a Smart Display campaign requires some planning:

1. Decide How to Structure Your Campaign

In general, you should have a separate campaign for each budget you need to oversee. Within each Smart Display campaign, create ad groups for each product or service you will offer. Then, in the ad groups, you can group your ad assets for different responsive ads.

2. Estimate a Reasonable Cost Per Acquisition

Automated bidding is based on your cost per acquisition (CPA). If using a Smart Display campaign to generate leads, set a bid reflecting the value of each lead to your business. For sales, the CPA should reflect the average value of each new order.

3. Prepare and Activate Your Campaign

From your Google Ads interface, click Campaigns, click the “plus” icon, and select “New Campaign.” Choose your campaign goal – Leads, Sales, or Traffic – select the Display campaign type, then select Smart Display. This will bring you to the campaign options.

The options for a Smart Display campaign are familiar to experienced users. Simply choose your geographic and language targets, then your average daily budget and CPA bid. Under “Additional Options,” select “Use a Data Feed for Personalized Ads.”

4. Create Your Ads

All ads require a short headline, long headline, business name, and final URL. To qualify for all ad formats, you must provide images – up to 15 marketing images and five logos. Google will optimize these automatically according to display type and conversion performance.

It takes up to two weeks for Google to learn enough about your campaign performance to truly improve your results. AIMG can help you perform faster. Contact us to learn about marketing for industrial companies.