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

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.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.