The Power of Smart Display

September 16, 2020 | Media Plus

Have you ever wondered if you were missing something when it came to display ads?

Recently, the Media Plus team worked on a Google campaign for a client selling brand new townhomes in rural NSW. The challenge was to find a way of acquiring quality leads at a time when no one was searching for properties due to the sudden shock of Covid-19. We wanted to find an innovative way to drive quality traffic and leads without increasing the overall spend.

The answer? Smart display ads.

So, what is the difference between a display ad and a smart display ad?

A display ad consists of a headline, description, and image that you have chosen to promote your business. These ads are presented in the form of a banner and are shown to users while they’re browsing online, watching YouTube videos, checking Gmail or using mobile devices and apps. They’re the banner ads you see as you browse, featuring that Uniqlo jacket you were looking at last week.

But a smart display ad goes one step further. Instead of relying solely on the information and knowledge you provide, smart display ads utilise machine learning to further optimise your display ad.

Google’s Artificial Intelligence (AI) automatically learns and improves from experience. It takes into consideration the information you’ve provided about your business, as well as the content of your website, and creates and tests alternative ads to determine the image/headline combination that performs best. If some of the ads are consistently performing better, Google’s AI will run them more often over time.

This process is not only far more efficient than a normal display ad, but also reduces costs.

With the use of smart display campaigns, we saw a positive impact on our Google campaign for our client’s rural NSW townhomes, achieving a decrease in cost per lead by 41%.

Whether you’re implementing a conversion strategy or a branding strategy to lower the conversion cost, smart display ads are a fantastic way to improve the performance of your campaigns.

If your display ads are not performing as well as you would like, please call Ant Bray on 0407 850 603 or email at