As your trusted Google news source, here’s the latest update: Google is set to combine smart and standard display campaigns into a single option, announced yesterday Wednesday September 15th. And to add another change into the mix, Google also announced they will be introducing optimized targeting to Display campaigns.
Smart and Standard Display campaigns 101
Smart campaigns were unveiled four years ago, and they were created to help users have a simpler way to reach your audience across millions of sites and apps. Smart Display campaigns are set apart from other forms of campaigns through using automation to find new and existing customers, tailor your creative and set optimal bids.
Following up Smart campaigns, the standard Display campaigns have beneficial features such as responsive display ads and automated bidding. The point of combining the two types of campaigns means that advertisers will have the opportunity to test even more types of ads.
The new Display campaign overview
Bonnie Pericolosi, the director of product management for Google Ads says, “In this new Display campaign experience, you’ll have all of the reach and performance you’re used to, with the ability to choose the level of automation you prefer in bidding, creatives and audiences.” Now while setting up campaigns, advertisers will have the ability to choose what to automate or control manually, and they can change their automation choices at any time without having to create a new campaign.
Ginny Marvin, Google’s ads product liaison, discussed the update on Twitter, “No action is needed: Existing Smart & Standard Display campaigns aren’t affected by this change at this time. Once this update is rolled out in your account, you’ll see the new Display campaign type option and workflow when you create a new campaign.”
Targeting update for Google Ads Display campaigns
In addition to this change, Google Ads will also introduce optimized targeting, which treats audience settings as signals to find audience segments that may improve campaign performance, to Display campaigns. Previously, this option was only available on Smart Display campaigns.
Why advertisers should care
There will be just one option to create Google Ads Display campaigns very soon. The new Display campaign type will have the same controls for bidding, ads and audiences that standard Display campaigns currently offer. And, as Marvin stated, existing Smart and standard Display campaigns aren’t affected by this change at this time.
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