Smart Display campaigns are a simple and intelligent promoting method through the Display Network to reach the following 2 important goals in your business:
Increase your client base
Register new conversions
These campaigns are highly dependent on the system’s learning capacity to automatically optimize the bidding method, targeting and ad creation. This way you can post ads for your current clients as well as potential ones, in almost all formats. In order to be able to activate a Smart Display campaign, it is necessary to have within the last 30 days:
Minimum 100 conversions from Search campaigns and
Minimum 50 conversions from Display campaigns
To help you create and implement a successful Smart Display campaign we will list 5 essential tips & tricks.
1. Correctly measure your conversions
Before you create a Smart Display campaign make sure that all your important business conversion goals are measured (e.g. completed forms, calls, orders) and that their tracking is made in an accurate fashion (read more about conversion tracking).
The system is using previously gathered conversion data to improve future results.
2. Create remarketing lists with the product feed attached
Make sure you’ve added your remarketing code on the site and have created relevant lists (e.g. all site users, all users who added products in their cart and did not order, all site clients).
Users’s data is used by the system in order to display ads and target similar potential users.
If you have a product feed also, include it into the Smart Display campaign. This way the system will assure more efficiency for your campaign by displaying dynamic ads to your site users.
3. Structure your campaigns and ad groups
To be as relevant as you can be, you should aim to create separate campaigns and ad groups based on your goals. For example, create different campaigns if you want to allocate separate budgets based on geographic targeting, and separate ad groups for promoting different products or services.
This is the only way to assure that your ads are relevant for users, increasing the possibility of turning them into clients.
4. Set up a realist CPA and allot sufficient budget
You can guide yourself by 3 scenarios in order to set up the right CPA:
if you’ve run Display campaigns for new users before, it is recommended to use a similar CPA with those
if all you’ve run so far are remarketing Display campaigns, it is recommended a 20-30% higher CPA
if you’ve never run Display campaigns before, it is recommended a minimum 50% higher CPA than Search campaigns
After this, set up a big enough budget. If the budget is too small, the campaign will not reach its potential and will miss opportunities to reach your potential clients. It is recommended to allot a budget that is 10 times bigger than the chosen CPA.
5. Create quality ads
It is highly important to include relevant and quality logos, images, titles, descriptions because the system is creating ads based on the elements that you offer. It is recommended to have at least 5 examples for each element.
For more practical advice about Google Ads follow our INOBOX Facebook page.