Do you use Google Display Ads in your digital marketing campaigns or are you thinking of doing so? If the answer is “yes”, you can’t miss these 3 new features for Google Display campaigns.
These features focus on improving the search for potential customers so that your ad reaches the audience with the best chance of conversion and lead generation. In this way, you will be able to maximize the impact of each investment and each click and make your budget more and more profitable.
Characteristics of these “intelligent” campaigns:
Automatic bids: goodbye to the control beyond the Target CPA.
Segmentation Automation: You will entrust the optimization of the campaign to the algorithm.
Automatic ad creation: This will introduce certain elements, such as URLs, titles, long titles, descriptions, images and logos, videos, and Visible URLs. From here, Google will be in charge of creating variations of both combinations of elements and formats.
1) Dynamic customer search with product feeds:
Previously, Google Display campaigns showed product ads based on the content that users visited on your site. Dynamic Customer Search now displays products based on the user’s past interactions with Google and Google Network sites.
Thanks to this new source of information and its machine learning algorithms, Google is able to evaluate the performance of different products in your catalog and show the ones that best fit the user’s interests and, therefore, are more likely to generate conversions and lead generation.
If you use Facebook Ads in your campaigns, this feature is probably familiar to you, since the social network has a very similar one. To enable dynamic customer search with product feeds in Google Ads, you just need to link a product feed to a display campaign. Google will take care of optimizing the product selection for you.
2) An extension of the more precise segmentation In Google Display Ads:
You can now select the expand targeting option in campaign settings to increase the reach of your ads. In this way, in the words of the platform itself, you will get more conversions and lead generation at the same cost per acquisition (CPA).
Previously, advertisers had to increase bids to take advantage of the budget at the end of a campaign cycle.
This new functionality includes a tool with a slider to increase or decrease the reach of a campaign. As you adjust this setting, you can see estimates of weekly impression counts. In this way, the advertiser has more control over the scope and cost of the campaigns.
3) Create custom audiences based on user intent:
For years, audiences for Google Display campaigns have been based on selecting the right keywords. Now, Google is going a step further to automatically create audience segments based on user intent.
This targeting is based on the most common keywords and URLs in the content that users see when searching for a product or service, as well as your account’s current audience targeting.
In short, it is a function that allows you to increase the chances of conversion of your campaigns without any extra effort on your part.