![]() Your target audiences can never get that narrow. You can't edit your ads on a per-person basis, guessing what each individual wants and serving them ads. Brand awareness is valuable, and paying a fixed amount for guaranteed conversions is very valuable. LANDSCAPE IMAGES FREEThis means, in theory, you could get a good amount of free clicks on your site that you aren't paying for until they convert. Next, Google Smart Display Ads only charge you for successful conversions. You save a ton of time by letting Google just do the work for you. You may be able to do all of these optimizations yourself, and maybe even better than Google's system can, but it takes hours of monitoring and tweaking things every day. The primary benefit is simply saving time. Other than the "doing it for you" aspect of automatic optimization, why should you consider using the Smart Display system? When a user would be served an ad, Google puts together the best of each element of the ad to create an ad tailored to the user. You upload building blocks for your ads, such as a list of different headlines or a handful of different images, and Google analyzes those using their learning systems. Facebook claims to do the same thing just automatically within an audience you specify, but Google can actually adjust your base audience to improve the overall quality of your audience itself.įinally, Automatic Ad Creation is a system where Google can use assets you specify to dynamically generate an ad most likely to be relevant to a user, on a per-user, per-incident basis. Google can then automatically serve your ads to the people most likely to be interested in and searching for your products. This difference makes dynamic prospecting the preferable method if you're a new advertiser or if you're targeting an audience different from your own first-party data (including your remarketing lists)."ĭynamic prospecting is their machine learning prediction of what users are looking for. ![]() Unlike dynamic remarketing, which is focused on getting the most value out of your existing customers, dynamic prospecting is used to acquire new users. "Dynamic prospecting is one way to extend the power of your feed-based dynamic remarketing to reach new users with your high-performing products. In particular, they use something called Dynamic Prospecting, which they describe as: You start with a defined audience, and Google optimizes that audience based on the performance of your ads. This doesn't automatically mean winning the top spot if your CPA is low enough, they'll have to win lower spots to keep costs down to reach your target.Īutomatic Targeting is a little less common amongst other ad systems but is also something Google has offered in other places prior to now. With Google's system, you set a target Cost Per Action (CPA), and Google's system will automatically adjust your bidding in each individual ad auction to try to match that CPA. It was one of their first automated offerings and it's in use on a variety of other ad platforms as well. Let's look at each of those in a bit more detail.Īutomatic Bidding is a staple of ad systems and is far from unique to Google these days. As mentioned above, it does three forms of automation: bidding, targeting, and ad creation. So what, exactly, does the Google Smart Display system do for you? The idea that they'd do it explicitly for ads, their big money-maker, makes a lot of sense. If anyone has the tech power to set up a machine learning system, it's Google. It's not a black box of mystery that you feed data into and get perfect ads out of, it's specific, discrete elements that are optimized. ![]() Second, machine learning is three sub-algorithms managing different parts of the ad experience which can reasonably be optimized via a machine: bidding, targeting, and ad creation. They say it may be the "most effortless way to broaden your customer base and win new conversions." I believe them when they say Smart Display is machine learning, for three reasons.įirst, they don't claim it's unquestionably the best. If any company is actually using real machine learning for a task, though, it's Google. Facebook's moderation team is a big one they pretend it's a machine learning algorithm – and maybe there's an algorithm in there somewhere – but it's really just a bunch of abused and overworked employees. Time after time, you read news stories about how "the algorithm" doing something is just a bunch of freelancers being paid to do the work. Normally, I'm skeptical of the claim that AI or machine learning algorithms are doing much of anything. Smart Display Images Requirements The Power of Machine Learning ![]()
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