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Google sets machine learning loose on new ‘Smart’ display campaigns

Automation takes over essentially every aspect of this new campaign format.

Ginny Marvin on April 21, 2017 at 2:41 pm

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

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.