Mistakes to avoid when creating a Google Smart Display campaign
Posted: Wed Dec 04, 2024 10:46 am
Responsive Display Ads are very easy to create, however, there are some mistakes that we must avoid in order not to affect their performance.
Download now: How to evaluate your digital campaigns on Google [ebook]
Traditional digital advertising list of turks and caicos islands consumer email seeks to maximize campaign performance under a scheduled budget on which ad delivery depends. Typically, a delivery restriction is imposed so that the budget is spent smoothly over time, thereby reaching a larger audience while maintaining impact in a sustainable manner.
Since many impressions are traded through public auctions, it is a challenge to control and maximize campaign performance. Fortunately, the development of artificial intelligence has become a complement to marketing that helps make more efficient use of data to improve customer experience, personalization, segmentation, and much more.
Responsive Display Ads
Today, Google banner ads appear on websites, apps, and platforms like YouTube. There are many different types of ads, including Responsive Display Ads , for which Google uses a model based on machine learning to determine the optimal combination of elements for each advertising space. That is, based on people's history, Google creates predictions and chooses specific ads for certain users or advertising spaces.
Responsive Display Ads are made up of several images, a logo, titles, and descriptions, which then automatically form different combinations with these elements , which are evaluated by Google's algorithm to find those that best fulfill their function.
These campaigns are very simple to create and, over time, will not require much maintenance, however, there are some mistakes that we can make when managing them that could determine their success.
Below we present how to avoid some of the most common ones:
Consider a CPA of at least 20% of your budget
We recommend that if you are going to implement a CPA strategy, this should be at least 20% of your maximum daily budget. Keep in mind that in this case you would only pay per conversion or other defined action, and that in the first few days there could be more conversions than estimated as the campaign is generating more impressions.
Also, remember that, although it is advisable to keep the bid high at the beginning, you can gradually lower it until you reach an ideal cost per conversion.
Do not make changes before a 14-day period
The first few days of a Smart Display campaign are very important and decisive for its learning. Outside of the restrictions indicated when creating the campaign, the ads start generating impressions on sites and applications in an abundant manner and, through the algorithm, data is collected to analyze the sites and combinations that perform best.
That is why it is advisable to maintain the same strategy, budget and components for at least 14 days, thus giving the platform time to adapt and learn correctly under the same context. Otherwise, your impressions can drop drastically and correcting these errors could be very difficult.
Use images that follow Google best practices
Finally, we suggest that the images you choose for your ads be as close as possible to Google's best practices, to avoid restricting their presence on certain pages or formats, and that they are attractive enough to achieve your campaign's objectives.
Some examples of these practices are taking care of the quality of the images, that they have natural light, no margins, no overlapping text, and no button images that do not redirect the browser to another site. Any of these characteristics could limit the potential of your campaign.
Now that you know the most common mistakes in Google Smart Display campaign practices, we hope you can take full advantage of the benefits that its implementation brings with it.
Download now: How to evaluate your digital campaigns on Google [ebook]
Traditional digital advertising list of turks and caicos islands consumer email seeks to maximize campaign performance under a scheduled budget on which ad delivery depends. Typically, a delivery restriction is imposed so that the budget is spent smoothly over time, thereby reaching a larger audience while maintaining impact in a sustainable manner.
Since many impressions are traded through public auctions, it is a challenge to control and maximize campaign performance. Fortunately, the development of artificial intelligence has become a complement to marketing that helps make more efficient use of data to improve customer experience, personalization, segmentation, and much more.
Responsive Display Ads
Today, Google banner ads appear on websites, apps, and platforms like YouTube. There are many different types of ads, including Responsive Display Ads , for which Google uses a model based on machine learning to determine the optimal combination of elements for each advertising space. That is, based on people's history, Google creates predictions and chooses specific ads for certain users or advertising spaces.
Responsive Display Ads are made up of several images, a logo, titles, and descriptions, which then automatically form different combinations with these elements , which are evaluated by Google's algorithm to find those that best fulfill their function.
These campaigns are very simple to create and, over time, will not require much maintenance, however, there are some mistakes that we can make when managing them that could determine their success.
Below we present how to avoid some of the most common ones:
Consider a CPA of at least 20% of your budget
We recommend that if you are going to implement a CPA strategy, this should be at least 20% of your maximum daily budget. Keep in mind that in this case you would only pay per conversion or other defined action, and that in the first few days there could be more conversions than estimated as the campaign is generating more impressions.
Also, remember that, although it is advisable to keep the bid high at the beginning, you can gradually lower it until you reach an ideal cost per conversion.
Do not make changes before a 14-day period
The first few days of a Smart Display campaign are very important and decisive for its learning. Outside of the restrictions indicated when creating the campaign, the ads start generating impressions on sites and applications in an abundant manner and, through the algorithm, data is collected to analyze the sites and combinations that perform best.
That is why it is advisable to maintain the same strategy, budget and components for at least 14 days, thus giving the platform time to adapt and learn correctly under the same context. Otherwise, your impressions can drop drastically and correcting these errors could be very difficult.
Use images that follow Google best practices
Finally, we suggest that the images you choose for your ads be as close as possible to Google's best practices, to avoid restricting their presence on certain pages or formats, and that they are attractive enough to achieve your campaign's objectives.
Some examples of these practices are taking care of the quality of the images, that they have natural light, no margins, no overlapping text, and no button images that do not redirect the browser to another site. Any of these characteristics could limit the potential of your campaign.
Now that you know the most common mistakes in Google Smart Display campaign practices, we hope you can take full advantage of the benefits that its implementation brings with it.