Starting this September, the Google Ads platform will offer a new type of Display campaign. This will offer the combined options of Smart Display and Standard Display campaigns.
In addition, a new optimized targeting option for Display campaigns is announced.
1. New type of Display campaigns
Through the company's official publication, Google announced that Google Ads advertisers will have a new option when creating Ads campaigns.
These are the new Display campaigns.
The new Display campaigns will offer a combination of Smart Display and Standard Display campaigns. From now on, when creating the campaign, we will be able to choose between different levels of automation that we prefer for our bids, creatives and audiences.
In the same way, the configuration of these campaigns will allow us to choose between automation or manual control. This option can be changed at any time without having to create a new campaign.
According to the announcement published by Bonnie Pericolosi, director of product management and display ads at Google:
"In this new Display campaign experience, you'll have all the reach and performance you're used to, with the ability to choose the level of automation you prefer across bids, creatives and audiences."
1.1. What will happen to the Display campaigns published so far?
For the time being, existing Smart Display and Standard Display campaigns will not be affected. Therefore, no action will be required from advertisers.
At least not in the short term.
2. New optimized targeting option
Along with this new change, Google Ads will introduce a new Optimized Targeting option.
This option replicates the automatic targeting experience of the Expansion targeting feature previously found in Smart Display campaigns. But while with Targeting Expansion the previously configured audience limits are respected, with Optimized Targeting enabled we may encounter new audiences that the system has identified as potential customers.
The objective? To help advertisers find new relevant audiences to generate higher conversions, clicks or impressions.
Optimized targeting will be available for Display, Discover and Video campaigns that have "Sales", "Leads" or "Website Traffic" objectives.
3. What does Quarizmi think?
This new change, similar to what happened recently with the new options in Smart Bidding, makes it even more evident that the Google Ads configuration process is changing.
Nothing new for Google to introduce new changes. Let's remember that already in 2020 it made more than 4,500 changes to its Search system.
And it is a reality that many of these changes, directly push advertisers to the use of Google's automated tools.
For several years, the company has been introducing different automation solutions to the configuration of Display campaigns in Google Ads. In fact, in the official announcement about the new Display campaigns we can read:
"We introduced Smart Display campaigns four years ago to create a simple way to reach your audience across millions of sites and apps. Smart Display campaigns have helped make reaching your goals easier, using automation to find new and existing customers, personalize your creatives and set optimal bids."
In 2018, Responsive Display ads were introduced as the default Display ad type. And in the same year, the new Pay for Conversions feature in Display campaigns was also introduced, allowing the use of lower-risk automated bids.
What can we expect in the future?
Given the road we've traveled, it's clear: an ever-increasing loss of control over our Google Ads campaigns.
It is not a scenario that is worth the investment of time and effort required to create Ads campaigns, is it?
That's why at Quarizmi we offer you an alternative in which our own technology will be in charge of offering you a new Google Ads experience. And best of all, we will take care of everything. No need to expand your team or any kind of intervention on your part.
If you are interested in a change in your day to day management of Google Ads campaigns, you can get more information on our website or even request a demo of our services.
Are you ready to change the rules of the game?
JOS (without the E)
