Google's Smart display tool automatically bids on advertising units before pulling in pre-set copy from client brands. The feature uses machine learning and analyses data from searches to allow marketers to personalise content, making it as relevant as possible before being served to the audience. David Margines, Credit Karma and Trivago were among the brands testing the new tool, with the last of them experiencing 36% more conversions at the same cost per click.
Google's Smart display tool automatically bids on advertising units before pulling in pre-set copy from client brands. The feature uses machine learning and analyses data from searches to allow marketers to personalise content, making it as relevant as possible before being served to the audience. Hulu Japan, Credit Karma and Trivago were among the brands testing the new tool, with the last of them experiencing 36% more conversions at the same cost per click.