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. .
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.
The smart features of Google Ads campaigns mainly affect three areas: bidding (smart bidding), creative (adaptive display ads), and targeting (optimized targeting).
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.
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.
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:
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.
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:
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.