When it comes to Automation, it isn’t exactly new to display campaigns on the Google Display Network. But, with the new Smart display campaigns, it isn’t just the creative that is automated. Bidding, targeting and the ads all run on autopilot powered by machine learning.
With this system, advertiser-provided headlines, descriptions, logos and images will be pulled to create responsive text, display and native ads. Bids will be set, based on Target CPAs, for every auction as the system determines the likeihood of conversion.
Hulu Japan, Credit Karma, and Trivago were some of teh beta testers for this new campaign type.
From the Help Center page:
Smart display campaigns combine your assets — headlines, images, and so on — to create image and text ads. They can even transform into native ads, blending seamlessly into the fonts and feel of publishers’ sites. Over time, your ads optimize based on what wins you conversions.
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.
- Set daily budgets to account for at least 10–15x the target CPA bid.
- Apply any site exclusions (account-level exclusions apply to these campaigns).
Dynamic retargeting can be run through Smart display campaigns by attaching a feed to the campaign.
If you want precise creative control, this isn’t the option for you. The system is capable of generating thousands of ad permutations and you will be able to see example as during the setup.
In order to get a Smart display campaign running, just choose one of the first four objectives under “Drive Action” in the marketing objectives screen when you begin creating a new display campaign. Then choose Use Smart display campaign.
In order to analyze performance, the table view of asset details (which can be found under the Ads tab), data will be displayed for each asset (copy, images, and the like), including a “best,” “good” or “low” grade based on its ability to generate conversions. These grades are all relative in comparison to each other. You can get rid of the “low” grade assets and replace them.