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Google Combines Smart Display & Standard Display Campaign Creation

July 2, 2023
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4 min read

Google Combines Smart Display & Standard Display Campaign Creation

By Digital Journal Blog

If You’re an Advertiser…

You might have noticed some changes to the campaign creation process if you’re an advertiser who uses Google Ads to manage display advertisements.

Google has recently announced that it is simplifying display campaign creation by making it easier for you to use Google’s advanced machine learning capabilities in your campaign while having more control and transparency over where your ads are delivered.

What these changes are, how they impact your current and future display advertising, and how to capitalize on them are all covered in this blog post.

What Are the Changes?

Previously, Google Ads offered two types of display campaigns: Smart Display and Standard Display. Smart Display campaigns used automated bidding, targeting, and creatives to optimize your campaign performance across the Google Display Network.

Standard Display campaigns gave you more manual control over these settings, but required more time and effort to manage.

Now, Google Ads has combined these two options into one display campaign type, with the ability to choose the level of automation that you prefer in bidding, creatives, and audiences. You can also change your automation choices at any time without creating a new campaign.

To help you find new and relevant audience segments that drive impressions, clicks, or conversions, Google Ads has also introduced optimized targeting. You can use audience signals to supplement optimized targeting or use it as a stand-alone targeting option.

How Do These Changes Affect Your Existing Display Campaigns?

You can keep running both your active Smart Display advertising and regular Display campaigns. If adjustments need to be made, you can also edit these campaigns.

However, you must use the new display campaign experience if you wish to start a new display campaign.

How Do You Create a New Display Campaign with The New Experience?

To create a new display campaign with the new experience, follow these steps:

Log in to your account with Google Ads.
Click Campaigns from the page menu on the left, then click the plus button, then select New campaign.
Choose a goal for your campaign or select Create a campaign without a goal’s guidance.
Select Display as the campaign type.
Choose a campaign subtype: Standard or Gmail.
Enter a name for your campaign.
Choose how you want to reach your customers: using optimized targeting or using audience signals.
Set up your bidding strategy: using automated bidding or using manual bidding.
Set up your budget and dates for your campaign.
Set up your ad rotation and frequency capping settings.
Set up your ad group name and bid.
Create your ads: using responsive display ads or using uploaded display ads.
Review your campaign settings and click Save and continue.

You have successfully created a new display campaign with the new experience!

What Are the Benefits of Using the New Display Campaign Experience?

The new display campaign experience offers several benefits for advertisers, such as:

You can use Google’s advanced machine learning capabilities to optimize your campaign performance across the Google Display Network, while having more control and transparency over where your ads are delivered.

You can choose the level of automation that suits your needs and preferences in bidding, creatives, and audiences, and change them at any time without creating a new campaign.

You can use optimized targeting to find new and relevant audience segments that drive impressions, clicks, or conversions for your campaign.

You can use responsive display ads to create engaging ads that adapt to different devices and formats.

Conclusion

Google Ads has simplified display campaign creation by combining Smart Display and Standard Display campaigns into one display campaign type. This change gives you more flexibility, control, and smart settings with automation that helps improve campaign performance.

Check out this article from the Google Ads Help Center if you want to know more about how to develop and manage display ads with the new interface.

Thankyou!

We hope this blog post has clarified these changes for you and their impact on display campaigns.

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