Google Ads optimized targeting is a feature that helps advertisers improve their ad campaign performance by adapting to performance and reaching the right audiences. Here are some simple points to explain how it works:

• Optimized targeting adapts to performance by adding or removing keywords and audiences based on targeting criteria.
• It can add signals, such as audience demographics and interests, to improve campaign performance.
• Optimized targeting incorporates brand safety settings and creative elements to reach high-performing segments.
• You can turn off optimized targeting if you prefer to stick to your existing targeting criteria.
• Brand safety settings can also be turned off if you decide not to use them.
• Optimized targeting uses a targeting model that adheres to existing targeting types and custom segments.
• It finds and reaches the right audiences that perform well based on real-time campaign data.
• Optimized targeting is on by default, but you can turn it off if you prefer to manually target specific audiences.
• Turning off optimized targeting won't affect your existing targeting criteria.
• You can make additional changes to your brand landing page on your website to improve campaign performance.

In conclusion, Google Ads optimized targeting is a valuable tool that helps advertisers reach the right audiences and improve their campaign performance. It adapts to performance by adding or removing keywords and audiences based on targeting criteria, adds signals to improve campaign performance, and incorporates brand safety settings and creative elements to reach high-performing segments. Advertisers can turn off optimized targeting, make additional changes to their brand landing page, and manually target specific audiences.