Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Digital Transformation » 3 prospecting features for Google Display campaigns

3 prospecting features for Google Display campaigns

These relatively new features are aimed at reaching new customers with Display campaigns.

Ginny Marvin on December 18, 2018 at 5:38 pm | Reading time: 2 minutes

Google discussed three features aimed at helping advertisers reach new customers with Display campaigns in a blog post Tuesday. Here’s what you need to know.

Dynamic prospecting with product feeds. Google announced this feature recently, and you may be familiar with the concept if you run them on Facebook. As opposed to showing product ads based on what visitors viewed on your site, dynamic prospect ads show products based on people’s past interactions on Google and publisher sites in Google’s network. Google says it deploys machine learning to evaluate product performance from your feed and serve up products determined to be most relevant to users’ interests and most likely to generate conversions. To enable dynamic prospecting, you just need to link a product feed to a Display campaign.

Fine-tuned audience expansion. The Targeting expansion option available under campaign settings can be used to increase audience reach “to drive more conversions at the same average cost-per-acquisition (CPA).” The goal is to save advertisers the time of increasing bids to maximize budget toward the end of a budget or campaign cycle. Now there is a slider tool that you can use to increase or decrease reach. It shows weekly impression estimates as you adjust the setting.

Auto-generated custom intent segments. Audiences have been encroaching on the importance of keyword selection — particularly in Display campaigns — for several years. Google automatically creates and refreshes custom intent audiences based on the most common keywords and URLs in content that people view when looking into a product or service, also considering the existing audience targeting in your account.

“By using these segments, like local goods or electronics, you don’t have to manage hundreds or even thousands of keywords to reach the right customers,” said Tris Warkentin, Display ads product manager in the blog post. As columnist Grace Kaye has noted, these generated audiences can be a good option for newer or resource-crunched advertisers. Auto-created custom intent audiences are now available in English, German, Japanese, Spanish, Russian, Portuguese, French and Italian.

Why you should care. Each of these features are powered at some level by machine learning, bringing more automation to the way Display campaigns target prospective customers.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Webinar: The key to email marketing success
    The FTC weighs in on customer data privacy
    Whatever happened to customer journey orchestration?
    The latest jobs in martech
    B2B buyers are much more concerned about a company’s values than the general public

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote 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.

Related Topics

Digital TransformationPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.