Google wants to help advertisers maximize their ad performance, even if they are unable to get as much user information as they used to, by add more automation options in the process of display ads.
Google Display Ads already offers several automated targeting options, with Google’s system optimizing your uploaded ads and listings for different audiences, based on a systematic understanding of what each user is more likely to respond to. Now Google wants to add more control over these automation elements.
As explained by Google:
“In the new Display campaign experience, you have all the reach and performance you are used to, with the ability to choose the level of automation you prefer in bidding, advertising and audiences. With a smooth setup process, you can pre-select between automation or control, and you always have the flexibility to change your automation choices – without creating a new campaign.
In essence, the new process will merge Google’s smart screen campaigns and regular screen creation into one flow, providing more ways to automate your ad targeting or specific elements of your process that you want to automate.
In addition, Google also adds optimized goal to campaigns, which provide additional automated targeting options for display advertisers.
‘Previously only available on smart screen campaigns. It’s an easier option to reach new and relevant audiences – to reach impressions, clicks or conversions to help you reach your goals.”
Over time, automated ad targeting systems become smarter and now often deliver better results than hand-defined ad campaigns.
Indeed, Facebook also pushes advertisers more to its side automatic target options, which is largely due to improved systems learning, but it can also help the platforms deliver better results amid the impact caused by Apple’s update of ATT data trackingand other forthcoming restrictions on the data they may provide.
Apple’s app directions for app tracking are currently being viewed about half of the people shown, the alerts that disable the detection of data. This means that less data has to be used for Facebook and Google to target their ads, which has more impact on Facebook, but it also limits Google’s ability to display conversions and optimize them within the process.
And with Google also looking for phase out cookie trackingalong with other constraints that come into effect, it causes a massive shift in advertising performance. But with less available data, manual intervention may not produce the best results, and automation, based on modeling and solution connections, can in many ways actually be a better way forward.
I mean, it has to be. Both Facebook and Google need to keep their advertising businesses going and generate billions in revenue, and if advertisers simply no longer see optimal results on their platforms, they will redirect their promotional parts elsewhere to at least test the waters in others. programs.
Improved, sophisticated machine learning is possibly the best way forward, which is why the platforms are now working to offer more options in this area and strengthen confidence in their targeted tools.
Will it deliver better results for your brand?
The platforms certainly have a lot of research data, so even with new data constraints, they probably have strong systems that can estimate the response and promote better engagement.
It may be worthwhile to experiment with increased automation and see what results the systems yield. It will not work for all brands, but the processes become much smarter, and it can respond much better than your own, hand-defined campaigns.