In April Google launched fully-automated ‘Smart’ display campaigns helping marketers apply machine learning to all aspects of campaign optimization.

It uses advertiser-provided headlines, descriptions, logos and images to create responsive text, display and native ads. Based on Target CPAs marketers can set bids.

Matt Lawson has has answered seven questions related to Google’s Smart Display Campaigns.

On a question dealing with continuing with regular campaigns, Lawson says, “Smart display campaigns can help save time and drive better performance by automating bidding, targeting and creatives. That means you don’t have to build extensive audience lists or create dozens of ads in different sizes and formats. Advertisers who use Smart display campaigns have seen an average 20 percent increase in conversions at the same CPA (cost per acquisition), compared to their other display campaigns, according to internal Google data.

If you need to manually control bidding, targeting or creatives, you should use regular display campaigns. There are four specific use cases that come to mind:

  • You can’t measure conversions through AdWords tracking. To use Smart display campaigns, you need at least 50 display conversions or 100 search conversions in the last 30 days.
  • You have seasonal campaigns you turn on and off. If you need to change your budget very quickly within a short period of time (think Black Friday), just switch to manual bidding”.

7 things marketers need to know about Google’s Smart display campaigns, direct from Google

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