Google working to combine smart display and standard display into one campaign

Google Ads recently announced that it will now consolidate Smart display and Standard display for its campaign options. The announcement from Google notes that advertisers will still use manual or automated solutions. However, the options will now be available within one type of campaign.

During the time of campaign creation, the advertisers can choose between automatic or customized experiences. This change is quite similar to the recent changes in bidding strategies. Here feature functionality still exists even though the stoop porches in Google Ads keep changing. Hence the advertisers will not notice much difference in performance.

According to Ginny Marvin of Google’s Ads Liaison, there is no need to tackle any action now. The existing smart display and standard display campaigns will not get affected at this time. Google Ads had released Smart Display campaigns in 2017. It allows advertisers to take complete advantage of a fully automated display.

Since then, they also came up with some additional automated solutions within its Standard Display campaigns. In 2018 they rolled out responsive display ads as the new default display format. Advertisers are getting leverage from both the responsive display ads and the static ads.

Later in 2018, Google came up with the announcement of its ability to use the ‘ pay for conversions’ options on display. It allowed the advertisers with enough conversion data to make use of automated bidding with a low amount of risk. They only had to pay upon receiving the conversion.

In June of this year, Google rolled out its Optimized Targeting, which is a sister to the Targeting Expansion option in the display. Both the features are capable of helping advertisers to expand their reach in a display.

Targeting the expansion will only expand to the audiences in any of the campaigns. At the same time, it respects the bonds of targeting settings. Optimized targeting, on the other hand, goes one step further. It is not having any limitation of expansion to only upon the specific target audiences. Rather it can expand better fluidity in any area of targeting.