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Automation isn’t new to display campaigns on the Google Display Network, but with the new Smart display campaigns, it’s not just the creative that’s automated. Targeting, bidding and the ads all run on autopilot powered by machine learning.
The system pulls advertiser-provided headlines, descriptions, logos and images to create responsive text, display and native ads. Bids are set, based on Target CPAs, for each auction as the system determines the likelihood of conversion.
Trivago, Hulu Japan and Credit Karma were among the beta testers for this new campaign type.
For more on requirements and setting up Smart display campaigns, read the full article on Marketing Land.
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.