Smart Display Campaigns – The What, How & Why
Are you a someone busy, with an endless list of tasks? Is that list full of budgets, creatives and targeting? What if you could automatize them? This may be a great way to improve your productivity, to spend more time thinking about strategies and, eventually, to enjoy a holiday in Greece! 😀
Smart Display Campaigns. What are they? How do they work? How do you set them up? So many questions, yet so little time.
A Smart Display Campaign is, at its core, an automated form of an AdWords Display Campaign. It’s based on automation and machine learning in order to achieve 3 things:
- Automatic Bidding
Smart Display uses a type of automatic bidding called Target CPA. You set this CPA, and its algorithms will bid trying to achieve conversions at the specified amount. Smart Display will bid aggressively, when data suggests a conversion is likely, and will bid less when the chances are minimal.
- Automatic Targeting
Smart Display makes use of a combination between all the usual methods found in other Google campaigns, such as: remarketing, similar audiences, keywords, topics, placements, demographics, interest categories.
- Automatic Creatives
Smart Display helps you create easily the creative area of your campaign. You will need campaign headlines, descriptions, images and logos for it all to begin. Smart Display will then test the ads’ performance and will start displaying the most efficient combinations.
That’s right, it makes all of these on your behalf, with only a little input from yourself in order to perfect it!
Smart Display Campaign Set Up
- Campaign Level
Create a new Display type campaign. After naming the campaign, you will need to choose the type of objective you aim for. Further down, you will see a text with a small checkbox followed by the text Create a Smart Display campaign. Check it!
After you’ve set up all of the above, it is necessary to add the location, the language, the CPA and the daily budget.
- Ad Group Level
Each Ad Group you create needs to have an unique landing page and an unique creative + copy that would describe the page, thus creating relevance between the ad and the website.
- Ad Level
Here you will add the texts and the creatives + logo. For best performance, you will need to offer as many options as possible for each.
- Headlines (max 25 characters)
- Descriptions (max 70 characters)
- Company logo
- Marketing images
- Landing page URL
Usually, Smart Display Campaigns do need a couple of weeks to test targeting and ads for optimization, so give it time before you start making big changes.
That’s all! Ain’t it simple?