Google Ads will combine Smart and standard Display campaigns

From the beginning of September 2021, Google Ads will combine standard Display campaigns and Smart Display campaigns into a single option. And also Google Ads will also be introducing optimized targeting to Display campaigns.


The new Display campaign type


In this new Display campaign experience, you will 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. During the campaign setup process, advertisers can choose what to automate or control manually, and they can change their automation choices at any time without having to create a new campaign.


No action is needed because the 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.


Optimized targeting will be available for Display campaigns. Along with 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. Earlier, this option was only available on Smart Display campaigns.


Note: Optimized targeting is automatically enabled for all campaigns.


Soon, there will be just one option to create Display campaigns. 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.


The new display ads won’t be a major near-term impact but for some advertisers will be able to test the power of Smart Display automation without having to create a one-off Smart campaign.

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