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.

The decision between using optimized targeting and adding manual targeting layers comes down to an advertiser's preference for automation versus control.

Analysis of Correct Answer(s)

The correct choice reflects a situation where an advertiser prioritizes precise management over automated reach.

• Manual targeting gives an advertiser granular control over their campaign. They can hand-pick specific audience segments (like in-market or remarketing lists), demographics, topics, or placements (specific websites or apps). This approach is ideal for advertisers who have a very specific strategy or want to ensure their ads only appear in carefully selected contexts. Choosing this path indicates a preference for direct control over all targeting aspects.

Analysis of Incorrect Options

• "She prefers to offer minimal input and relies on automated solutions." This describes the exact reason to use optimized targeting, not manual targeting. Optimized targeting uses machine learning to find new audiences with minimal advertiser input.
• "She wants the same level of results without managing the campaigns." Manual targeting requires more active management and monitoring, not less. Automated solutions are designed to reduce management workload.
• "She wants to deliver both Search and Display ads from the same campaign." This is fundamentally incorrect. Search and Display are different networks and always require separate campaigns within a Google Ads account.