Google has a lot of data on how different decisions made throughout the creation of an AdWords display marketing campaign can lead to a lot of different end results. Now it wants to use that insight to help marketers make the right decisions to reach their objectives, be it a transaction or even just an engagement with their website, and has created a step-by-step solution to do just that.
The new tool for display ads, live now in AdWords, takes marketers through the whole ad campaign creation process based on what they want to result to be. For example, someone who just wants people to visit their website may not realize that they can pay just for each click they get, rather than every single impression. Someone who wants to optimize for the amount of times their advertisement is simply seen, though, will probably want to pay for viewable impressions, or those ad placements guaranteed to be visible on the page (i.e. not needing the user to scroll to see them). Using the new setup flow, advertisers can also input their website URL and have Google choose keywords they may want their ad to appear against in search results.
There are a lot of small decisions like these that advertisers have to consider when creating a new campaign, and a lot of ways to make a mistake that impacts the results. So this new tool simply makes it a lot easier to not mess up. It’s important for Google, too, because a low return on investment for an advertiser is a negative experience that may lead them to not using AdWords again.