Google Ads never stops evolving and surprising us, so we have to keep up with the latest developments. And as expected, it has joined one of the latest big trends in SEM: machine learning and Smart Display campaigns . Let’s see how they work!
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How Smart Display campaigns work on Google and their benefits
Machine learning in Google Ads
In recent times, Google Ads is increasingly incorporating more features related to machine learning : automatic bidding strategies, responsive ads, dynamic campaigns and smart ads.
Google’s strategy is based on using all the data it has, which is a lot, to decide what bid to use, combine headlines and descriptions or generate dynamic texts from landing pages.
In the case of Smart
Display campaigns , Google automatically and dynamically combines text, images and videos to create a wide variety of ads. Then, in each auction, it chooses which combination to show and in which location: the display network, YouTube or Gmail.
Google Ads Smart Display Campaigns
In addition, the most appropriate bids and audiences for America Cell Phone Number List campaign are also defined automatically, making marketer intervention minimal.
Another very interesting feature of Smart Display campaigns is that they are highly focused on performance, either to increase the number of absolute conversions or conversions with a maximum cost per acquisition.
Advantages and disadvantages of Google Ads Smart Display campaigns
For marketers, this new Google Ads campaign format offers very interesting advantages:
They are relatively easy to implement
Even if you don’t have much C Level Contact database with Google Ads. Creating a campaign from scratch and making all the decisions can be overwhelming, as it is a very complex system. With Smart Display campaigns, all of this is greatly simplified.
They are results-oriented
By optimizing for conversions, these campaigns make it easy to see and measure your return on investment (ROI).
They simplify ad creation and sometimes even A/B testing, making them a great solution for advertisers who are just getting started with Google Ads.
But of course, Smart Display campaigns are not an ideal solution in all cases, and they also have their associated drawbacks:
They imply a loss of control over campaigns
Since the system makes many of the decisions automatically, the advertiser loses the ability to personalize the ads.
They are more suitable for large accounts . Based on our experience at Cyberclick, Smart Display campaigns work best with large advertisers, while it is more difficult to obtain good results with small accounts or those with little traffic.
It is more difficult to manage errors . Because they are so automated, we lose room for maneuver.
In conclusion, my biggest recommendation is to try them out for yourself. Every case is different, so it’s always best to do controlled experiments to see what works best for your account. Good luck!
