The AdWords platform is now more comprehensive than ever – there are more ways and places to display your ads than one could really try out, at least manually.
And while the classic Google Search Ads are still the most popular option, Google Display Ads are offering too many possibilities to ignore. You can get in front of 90 percent of the internet’s audience on more than 2 million websites, so you can reach your prospective customers when they are reading an article on one of the biggest news sites in the world, watching a video on YouTube, or even checking their email.
But with this wide range of options, Google Display Network can quickly become overwhelming – it’s difficult to even figure out where to start testing the performance of the ads on all the different platforms when you have so many considerations to make in terms of design, copy, targeting, and placement.
Luckily, Google has come to the rescue for marketers once again.
With the introduction of AdWords Smart Display Campaigns, you no longer have to manually track every ad to make sure it is performing well.
Google has made it possible to leave your entire ad campaign process to sophisticated algorithms, which will collect performance data and refine your ads in order to make them as effective as possible.
Smart Display Campaigns allow you to be involved as much as you like, letting you customize the campaigns so that you can pre-define certain aspects of your ad based on your knowledge of your audience, leaving everything else to be automated.
Here are just a few of the things that Google Display Campaigns can take care of:
Automated Ad Creation
After you input your headlines, descriptions, images, and logos, AdWords uses these to create numerous variations of your ads, quickly sorting the ones that work best.
The Smart Display Campaigns makes continuous improvements to the ads, so you can see tangible improvements to their performance month after month.
With your target CPA serving as a basis, Smart Display Campaigns optimize your bids in order to maximize the chances of conversions.
Over time, this will give you the best possible value for each ad that you run.
The Smart Campaigns can even offer comprehensive automated targeting solutions, optimizing your campaign runs so that your ads show up in places where they have the best chance of success.
Smart Display Campaigns Offer Numerous Benefits
Smart Display Campaigns may not be for everyone, but if you are already running manual campaigns and are looking for ways to attract more customers beyond what you’re currently doing, they can be a great solution.
Another scenario where it makes sense to try Smart Campaigns is if you’re just getting your feet wet with Display Network ads and want an easy to set up and reliable way of creating effective campaigns.
You just can’t beat a system that’s able to provide you with high-performing campaigns that only take a few minutes to set up. After uploading your content and images, you can leave it to the Smart Display system to take care of everything else.
Within the first few days, you can already see real, tangible results – the Smart Campaign quickly finds the best converting options from the selection of assets that you provide, which not only means good conversion numbers, but also usable data that you can apply to your manual campaigns.
You will see which headlines, images, and descriptions perform well in different circumstances, which is an invaluable aspect of the Smart Display Campaigns.
In a very short time, you can start seeing new opportunities for targeting that have proven to convert high for your offers – it is simply impossible to compete with the ultra-efficient testing capabilities that Smart Campaigns can offer.
Why It Makes Sense to Use Smart Display Campaigns
While it may be difficult to leave your ad budget completely in the hands of AdWords, Google’s data shows that businesses who use Smart Display Campaigns have managed to increase conversions by as much as 36 percent without increasing the CPA, which is a number that’s impossible to ignore.
With Display Network ads, you are reaching people who may not be actively looking for solutions but can be just as likely to act if the right offer is presented to them.
And with the advanced testing and tracking capabilities of AdWords, Smart Campaigns are able to quickly discover the where your best customers are hanging out, which is something that would be very difficult to do using manual ads.
So, it’s definitely a good idea to at least give Smart Display ads a chance – even if you prefer to keep the bulk of your campaigns manual, having an automated asset that can increase your reach online and provide you invaluable insights is something that’s hard to pass on.
Josh Williams is an experienced SEM Manager at One Egg – a full service digital agency specialising in SEO, SEM, PPC Management Services, Content Marketing, and Analytics to name a few, pursuing a mission of helping businesses of all sizes.