Question: An account executive manages Google Search campaigns and would like to extend her reach with Google Display ads. She’s trying to decide whether to use the default optimized targeting or to manually add more layers of targeting herself.
- She prefers more control over all aspects of her Display campaigns.
- She wants to deliver both Search and Display Ads from the same campaign.
- She prefers to offer minimal input and relies on automated solutions.
- She wants the same level of results without managing the campaigns.
The correct answer is: She prefers more control over all aspects of her Display campaigns.
Explanation: The account executive managing Google Search campaigns now wants to expand her reach with Google Display Ads. She has two targeting options: default optimized targeting or manually adding layers of targeting.
The recommended choice for someone who wants more control is to manually add targeting layers. This option allows her to customize her campaign by selecting specific audience targeting parameters like demographics, interests, online behavior, and even specific website placements.
By choosing manual targeting, she can fine-tune her ads to reach the most relevant audience, align the campaign with her marketing goals, and test different strategies for better performance. This method also offers the flexibility to adjust settings as needed, helping improve reach, engagement, and conversion rates.
While optimized targeting is more automated and easier to set up, it gives less control. In contrast, manual targeting is ideal for advertisers who want to manage every detail of their Google Display campaign and get the best possible results through precise audience targeting.
So, for an account executive who prefers full control and detailed customization, manually adding targeting layers is the better choice to improve campaign performance and reach the right users on the Google Display Network.