Last week, Google announced a new type of Display marketing campaign that will combine the user-friendliness of its ‘Smart Display’ campaign types with the customization and fine-tuning of its standard campaigns.

Before we discuss how the new campaign type might benefit your digital marketing strategy, some background: display advertising through Google is the practice of publishing mostly visual ads on Google’s Display Network, which includes millions of websites and apps. The company describes it as a way to ‘reach people with targeted … ads while they’re browsing their favourite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps.’

We do not generally recommend using Display as a means of generating conversions. However, the Display Network is a great way to raise awareness of your brand among target audiences. A display campaign incorporating eye-catching visuals, memorable messaging, and detailed targeting parameters is a great way to attract top-of-funnel customers.

The new campaign type will allow advertisers to leverage Google’s automated bidding, creative, and targeting features while also being able to dive in and make adjustments. Or, in Google’s words, they will allow advertisers to ‘choose between automation or control up front’ while keeping ‘the flexibility to change your automation choices at any time.’ That means more time- and cost-efficient campaigns without losing any of attention to detail.

As a full service, Google Partner digital marketing and display marketing agency, GrowthEngine Media is proud to offer all kinds of digital advertising options. While we specialize in paid search advertising and search engine optimization, our areas expertise include display marketing through Google and other platforms, web design and development, content generation, virtual reality, and much more. Reach out today to discuss.

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