By Pep Canals, on 22 August 2022
Google Ads display campaigns allow you to place ads on YouTube, Gmail, and the Google display network, which includes millions of websites and apps. They are a very powerful advertising tool to use to multiply the reach of your brand.
And now, thanks to Google's new features, they are easier to use than ever. .
Latest Changes in Google Ads Display Campaigns
To simplify creating and managing display campaigns, Google Ads included smart features in all of its campaigns. In the following section, you will find an overview of these features.
Smart display campaigns (whether active, paused or retired) are now standard display campaigns. This is now the only type of display campaign available and includes smart features.
What Are the Smart Features of Display Campaigns?
The smart features of Google Ads campaigns mainly affect three areas: bidding (smart bidding), creative (adaptive display ads), and targeting (optimized targeting).
Simplifying Display Campaigns: Bids
Google Ads display campaigns recommend Smart Bidding strategies that suit your campaign objectives, although you can choose not to use them and set your bids manually.
- If your marketing objective is to increase sales or leads, the campaign is optimized to achieve as many conversions as possible with a fixed budget (Maximize Conversions strategy) or a fixed ROI (target CPA).
- If your goal is to increase profits, the system will recommend the Smart Bidding ROAS target strategy to achieve all possible conversions with a fixed ROAS or or to maximize the value of conversions with a fixed budget.
Using Smart Bidding strategies presents multiple advantages for advertisers:
Advanced machine learning: By basing bids on large-scale data, the system can make more reliable predictions about how different bids would affect the performance of your ads.
Contextual signals: Signals are identifiable attributes of your users at the times they take certain actions. They include users' devices, location, intent, day, time, language and more.
Flexible performance controls. Smart Bidding allows you to tailor settings to your business objectives, for example, optimizing bids according to your attribution model or setting specific targets for mobile, desktop and tablet.
Detailed reports on the performance of your bidding strategies.
Simplifying Display Campaigns: Creatives
Display ads are adaptive, meaning that you can upload different resources to Google Ads and Google's machine learning model is responsible for determining the best combination of them. In addition, it will also automatically select the most appropriate size, appearance and format to fit the available ad space. This option allows you to use both images and videos.
For advertisers, there are many advantages, including:
- Optimization: Google's machine learning model uses multiple data points to determine the optimal resource mix for each ad space, taking into account the campaign's performance history.
- More coverage: By adapting to different ad spaces, for example, by displaying as a banner on one site and as a dynamic text ad on another, Google Ads allows you to show your ads in more locations and reach more potential customers.
- Time savings: By automating part of the creative and ad group creation process, Google allows you to free up your team's time to spend on more strategic aspects of your campaigns.
- Use with feeds: If you add a product feed to your campaign, you can use that information to create ads with personalized content, for example, an ad that shows a product that the user has previously visited on your website.
If you prefer to have more control over your creatives and not use the smart features, you can create your own image ads with tools like Google Web Designer and upload them to Google Ads as a .zip file.
Simplifying Display Campaigns: Segmentation
Google Ads optimized targeting uses information such as the keywords on your landing page or in your creatives to help you detect new audiences that could be interested in your brand. This option is automatically enabled on all display campaigns, but if you don't want to use it, you can disable it in the ad group settings.
Using automated targeting helps you show your campaign to the audience segments most likely to convert, get new customers from other segments, identify new users and get more conversions without increasing bids and cost per customer.
Thanks to Google's machine learning capabilities, optimized targeting enables you to:
- Generate new conversion opportunities from keywords. Google will analyze your content to find the audience that best fits it and you will be able to complete the objectives of your campaigns.
- Discard keywords or segments that are not delivering the expected results so you can focus your budget on the most effective combinations.
- Use signals such as audience segments, custom segments, customer data segments, and themes.
Along with smart bidding and creative features, optimized targeting allows you to create campaigns that use a wealth of information to create the best possible ads.