Smart display campaigns give you the opportunity to display ads in different formats on Google's Display Network. These ads automatically adapt to fit various audiences and objectives, saving you the trouble of creating separate assets, targeting options, or bid strategies for each specific group.

In a regular display campaign, advertisers need to provide the platform with assets in each ad format and size they want to use. However, in Smart Display campaigns, Dynamic ad creation is used. This means that by providing the necessary components like videos, images, headlines, and descriptions, the system can generate unique ads that can appear in various formats across the Display Network. 

With Smart Display, you save time creating and testing different asset combinations because Google automatically tests and optimizes the ad formats for you.

Display campaigns offer versatility, control, and intelligent settings empowered by Google's AI to enhance campaign performance.

When is the right time to utilize Smart Display campaigns?

• If you're new to display advertising, Smart Display simplifies the process of running an effective campaign by utilizing machine learning and AI to automatically optimize performance.
• If you aim to expand your customer base and enhance overall brand recognition.
• If you prefer to rapidly establish and optimize campaigns.
• If you desire to experiment with various ad creatives and identify the most impactful combination of assets.

Smart Display Targeting.

Smart Display ads utilize optimized targeting and do not support audience and user list targeting. This means you don't have direct control over the specific audiences, websites, or placements where your ads appear. However, optimized targeting utilizes signals from your existing audience segments as a starting point to discover new and relevant audiences.

Automated targeting combines two methods to drive conversions based on performance data.

Automatic Remarketing: Automatically includes people who have previously visited your website.

Automatic Targeting: Targets customers in the middle of the conversion funnel by identifying the best audience to reach your most likely customers.

While not having full control over your audiences may seem concerning, you can still manage where your ads don't appear by using account-level placement exclusions, site-category exclusions, and topic or keyword exclusions.

Available Bidding Strategies.

Smart Display ads, being conversion-focused, utilize the following automated bidding strategies:

• Target CPA
• Maximize Conversions
• Target ROAS

By employing these strategies effectively, your smart campaign will be optimized to prioritize auctions that have a higher likelihood of achieving your desired conversion, CPA, and ROAS targets. Additionally, for eligible campaigns using tCPA, there is an additional strategy called Pay for Conversions.

But don't worry, smart bidding uses performance signals to raise bids when there is a higher chance of getting a conversion and lowers bids when data indicates a lower chance of receiving a conversion.

Smart Display campaigns offer easy setup, optimized targeting, conversion-focused bidding strategies, and automated asset creation, making them a valuable tool for broadening customer reach, increasing brand awareness, and driving conversions.