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.

An account executive would choose to manually add layers of targeting herself if she prefers more control over all aspects of her Display campaigns, as this approach allows for granular steering of exactly where and to whom her ads are served. While Google’s default optimized targeting uses machine learning to find new and relevant audiences beyond her initial selections, manual targeting provides the transparency and precision required for advertisers who want to strictly define their own parameters, such as specific placements, keywords, or demographic subsets. By opting out of full automation and layering her own criteria, she can ensure her Display strategy aligns perfectly with her specific brand requirements and performance goals, maintaining the same level of oversight she likely applies to her existing Search campaigns.