The Google Smart display campaign network currently boasts over 3 million active apps and websites. Thankfully, due to today’s climate, this also includes Google Home and Voice. To reach these users, Google rolled out a new system that helps businesses and marketers produce quality content and reach audiences at scale with the power of AI.
In other words, Smart display campaigns are what every digital marketing agency and marketer has dreamed about for years, because everything, from ad creation to bidding, is automated. Thanks to the power of technology and AI, marketers can now set up a complex campaign that reaches new audiences within minutes. It’s the solution that empowers marketers to work smart — not hard — for their brand.
Google’s Smart display campaigns are advertising solutions that leverage artificial intelligence and machine learning. With the power of these technologies, Google sifts through your history to understand your brand’s performance alongside user behavior, and predicts which users will respond best to specific products and services your business offers.
The system matches your products with user intent, and then finds the highest quality leads using filters like age and gender to determine relevance. Likewise, your products are then filtered based on how relevant and popular they are — among other factors — to show consumers items they are more likely to be interested in. This whole matchmaking process is the magic fueled by AI and machine learning, which helps drive conversions for advertisers and marketers alike.
If you want to know more about how your current ads are performing, request a paid search audit from New Breed today.
Google’s Smart display campaign capabilities are vast. It can handle practically everything, from the creation to execution and tracking of a campaign. Some management aspects will even allow your brand to create ads with voice search optimization in mind through responsive design capabilities, just like a digital marketing agency might do.
Let’s look at some of the features this system has to offer, and how your business can use them:
Above are the five major capabilities for Smart display campaigns. As you can see, from beginning to end, machine learning and AI are able to handle it all. By leveraging your brand’s history and your users' behavior, you can create a seamless and effective marketing campaign with only a couple of pieces of information — all thanks to Smart display.
Do we know of anyone who has made Google Smart display ads? Of course! Brands that have used these ads include Credit Karma, Hulu and Trivago.
For Trivago’s marketing campaign, they decided to go with the headline, “Find Great Hotel Deals,” with a stunning image of the Colosseum to attract users. Compared to its other display campaigns across Google, Trivago saw a 36% increase in conversions with Smart display. Thanks to artificial intelligence, Smart display created 25,000 versions of Trivago’s ad, and showed it across 55 countries to users who were looking for hotel deals. The text and responsive design could even be integrated into a voice search optimization strategy for Google Home or Amazon Echo. Given how successful their campaign was, Trivago now uses Smart display ads across North America, Europe and Asia.
Machine learning, AI and automation are the future of the digital world. With Google Smart display campaigns, marketers can leverage this kind of technology to help their brand. Let’s go over what you need to know about Google Smart display campaigns one more time: