Google Consolidates Smart Display & Standard Display Campaign Creation - Search Engine Journal

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Google Ads announced that it will consolidate Smart display and Standard display campaign options.

What’s Changing For Advertisers?

Google’s announcement notes that advertisers will still be able to use manual or automated solutions, but the option will now be available within one campaign type.

At the time of campaign creation, advertisers will be able to choose between an automatic or customized experience.

This change seems to be similar to that of the recent change in bidding strategies, where the feature functionality still exists, though, the setup process in Google Ads is changing. That said, theoretically, advertisers shouldn’t notice much difference in performance.

What Do Advertisers Need to Do?

According to Google’s Ads Liaison, Ginny Marvin, no action is needed. Existing Smart and Standard display campaigns won’t be affected at this time.

How Did We Get Here? The Evolution of Display & Smart Display

Google Ads released Smart Display campaigns in 2017, to allow advertisers to take advantage of a fully automated display experience.

Since then, they’ve also introduced additional automated solutions within Standard display campaigns; in 2018, for instance, responsive display ads were rolled out as the new default display...

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