Advantage+ Shopping Campaigns offer a streamlined way of creating a Sales campaign that leverages machine learning to get the best results. Presets are locked in and can’t be changed. The advertiser provides custom audiences at the account level that define current customers and can then determine a budget cap for how much of the budget is spent on current customers.

Tailored Campaigns provide a streamlined approach to campaign creation, locking in defaults that can’t be customized (like optimization, bidding, and placements). One example is Tailored Leads Campaigns.