Google has begun rolling out smart display campaigns to all advertisers on AdWords, enabling them to reach more customers on the Google Display Network (GDN).

Using Google’s machine learning, smart display campaigns connect businesses to prospective customers using insights from apps and site, create image, native and text ads to fit anywhere across the GDN, and set the right bids to meet advertisers’ performance goals.

“There are now over 3m apps and websites on the GDN, from popular news websites to the latest gaming apps,” said David Margines, product manager at Google AdWords. “No matter what your customers are doing to stay informed or entertained across the GDN, it’s important to reach them with timely and relevant messages. In order to do that, you need to find the right customers, tailor your creative to them and set optimal bids.”

According to the tech giant, advertisers who use smart display campaigns are seeing an average of 20 per cent increase in conversions at the same cost per ad, compared to their other display campaigns.