Google isn't at all new to automation as many of its products use algorithms and AI on the backend. This includes display campaigns on Google Display Network (GDN).
On April 20th, 2017, the search giant is introducing 'Smart' display campaigns that isn't just automated, but also creative in targeting and bidding. Using machine learning, the ads can automatically connect businesses to prospective customers who may be interested in their products.
To do this, Smart uses insights gathered from millions of websites and apps, and then pull advertiser-provided headlines, description, logos and also images to create a responsive test, display and native ads.
As a result, ads can run on autopilot without users' intervention.
According to Google, advertisers that use Smart display campaigns are seeing an average 20 percent increase in conversion using the same CPA, if compared to their other display campaigns.
By having business goals, advertisers can set a target CPA and daily budget, and leave AdWords to do the rest.
For Smart display campaigns to work, advertisers need to:
- Have conversion tracking set up and receive at least 50 conversions on the Display Network, or at least 100 conversions from Search ads, in the past 30 days.
- Use target CPA bidding.
- Have set daily budgets to account for at least 10–15x the target CPA bid.
- Have applied any site exclusions.
To set up a Smart display campaign, advertisers can choose one of the first four objectives under 'Drive Action' in the marketing objectives screen when they start to create a new display campaign. There they can choose 'Use Smart display campaign'.