Google Ads: Combine Smart display and Standard display campaigns

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Google Ads announced an amalgamation of Smart Display and Standard Display campaign options. With this update, you would not have to pick Smart Display manually for a campaign, and you will view Google Ads as a new campaign-building experience.

What change do these updates bought for Advertisers?

According to Google’s statement, marketers can still utilize manual or automated solutions but only inside one campaign type.

Advertisers will be able to select between an automatic or a customized experience when creating a campaign.

What should Advertisers do?

According to Ginny Marvin, Google’s Ads Liaison, no action is required. Existing Smart and Standard display campaigns will be unaffected for the time being.

The Evolution of Display & Smart Display. How Did We Get Here?

Google Ads launched the smart-display campaigns in 2017 to provide a fully automated display experience for marketers.

In addition, other automatic solutions have since been include in Standard display campaigns, such as the responsive display advertising in a new default display format in 2018. 

Later in 2018, Google further stated that it could utilize the “pay for conversions” option within the display, enabling advertisers with sufficient conversion information to employ automated low-risk bids since they would only pay if they received conversions.

More recently, Google introduced “Optimized Targeting” in June 2021, a sister for “Targeting Expansion” on display. Both capabilities allow marketers to increase the display’s reach, but the distinction is subtle.

The targeting extension would only extend to the audience of any campaign while respecting the limits of targeting. Optimized targeting is one step closer and does not only extend to a specific target audience, but it is also able to grow smoothly in any area of targeting, for example, demographics, to drive more action.

When you explicitly target 25-35-year-olds, but the system recognizes that other age groups likely with optimized targeting enabled, the campaign will start delivering to others.

All of this suggests that because there are now so many automated features available in display, there is enough overlap between Smart display campaigns and Standard display campaigns. Thus, it made sense to streamline the campaign development process by bringing both choices under one roof.

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