Using our resourceful efforts and our affiliation with Google, we found a perfect match for the challenges we faced.
Google was launching a new product called Smart Display. We have helped SureHealth in the past with Google’s regular Display campaign with the goal of awareness and branding. Incorporating the Smart Display Campaign was a perfect fit to increase our results.
A Smart Display Campaign allowed us to set a cost per acquisition and upload elements for dynamically generated banner ads. After that, Google’s algorithms did the rest. Google Smart Display automates bidding, targeting and also banner ad creation which leads to more acquisitions based on performance — essentially, this provided an extremely affordable version of programmable advertising via Google’s Display Network.
The Smart Display campaign learns as it progresses by responding to each sale and refining variables. There is no need for A/B testing or ongoing optimization. Read more here about Smart Campaigns from Google support.
Smart Display allowed us to cast a much wider net for our targeted audience based on interests (sites they had visited) rather than relying on profile attributes.
To measure the effectiveness of the Smart Display, we set up the campaign using completed applications, quotes, brochures and contact requests as the “acquisition” criteria while testing it against a regular Display campaign that was running at the same time to accurately compare results.