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 optimised targeting or to add more layers of targeting manually herself.

If the account executive prefers more control over all aspects of her display campaigns, she should manually add more layers of targeting. Optimized targeting expands your reach by finding new and relevant audiences that are likely to convert, but it does so automatically based on your existing campaign data and manual targeting signals. While convenient, this automation means less direct control over audience selection. If she prefers minimal input and relies on automated solutions, or wants the same level of results without managing campaigns, optimized targeting would be a better choice. Delivering both search and display ads from the same campaign is not directly related to the choice between manual and optimized targeting for display ads.