A simple and intelligent promoting method across the Display network are Smart Display campaigns. These 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.
Through Smart Display campaigns you can achieve 20% conversion increase with a similar CPA (cost per acquisition) with fellow Display campaigns.
To make sure you will achieve the best results, we’ll dive into top 3 must-to-avoid traps in Smart Display campaigns.
A low budget will have the same effect upon your campaign. It is recommended for your budget to be set up at least 10 times bigger than the CPA.
2. Make changes during the learning phase
The Smart Display campaign takes into consideration the initial settings you’ve made to reach your goals. Avoid making changes during the learning phase, which can last between 2-4 weeks.
Even after the learning phase changes should be made gradually. The most impactful ones are those of the CPA. It is recommended that you keep your changes around +/- 10-20%.
3. Lack of ad variety
The Smart Display campaign runs ads made by different combinations of the elements you’ve set up (logos, images, titles, descriptions). This way, more elements means more flexibility for the system to test different variations. It is recommended to use minimum 5 examples for each element.
Also avoid using static ads because you will not benefit from the campaign’s option to create relevant combinations for your aimed audience.
For more practical advice about Google Ads follow our INOBOX Facebook page.