While both campaign types are easy to use and give you plenty of targeting options, there are some differences that you should consider when creating your campaign.

Please check this table to see those differences and decide  what fits best with your advertising strategy. Mind that here we list out only the  differences, so the things which you don't find in this table, are still  available in both campaign types. 

If you are aware of your target audience profile and need to target  for example by website category then choose Advanced campaign, otherwise Express campaign should be your first selection.


ExpressAdvanced
One page solution 
 
One campaign can have more than 1 ad format    
Different bids per GEO within one campaign

   
 
Conversion capping 
 
Daily impression capping 
 
Daily impressions for Zone SubID 
 
Several payouts per zone 
 
Targeting

Domains 
 
URL keywords 
 
Browser versions    
OS versions