Marketers start every campaign with an objective. Clothing retailers may look to attract website sales, pizzerias want customers to call in orders, and soft drink brands want consumers to be aware of their beverages. That’s why we’re introducing a new, easier way to create Display campaigns that helps you pick the right settings based on your marketing objectives.
The new Display setup flow offers a list of objectives designed to
meet the needs of marketers large and small, across many industries:
- Build awareness: e.g. an auto manufacturer looking to promote a new SUV model
- Influence consideration: e.g. a home electronics brand encouraging customers to research its new washer/dryers
- Drive action: e.g. a hotel hoping to get customers to book rooms; a dentist wanting new patients to call; or an app developer looking to drive installs
After you select your marketing objective, AdWords guides you to the most relevant targeting and bid settings to meet it. For example, if your goal is to “Build awareness” and get consumers to see your ad, AdWords will show
bidding on viewable impressions, which is designed to optimize the reach of your campaign. If you want to “Drive action” by encouraging customers to visit your business, then AdWords will show
CPC bidding so you pay only when a user is interested enough to click your ad and learn more.
Making keyword selection and audience targeting easier
We’ve also made it easier to build keyword lists for your Display campaigns when you use the new setup flow. Simply provide your landing page and AdWords will generate keyword ideas tailored to your page content. For instance, if you have a coffee shop, AdWords might suggest “best coffee,” “best coffee maker,” and “how to flavor coffee beans” based on the content of your landing page.
We’ll also show customized in-market and affinity audience ideas based on your landing page content. For instance, if you’re a car dealer who wants customers to visit your showroom, AdWords might recommend an in-market segment like “auto shoppers.”
You’re still in the driver’s seat
If you’d like to view or change individual bidding and targeting settings, you can do so with just a few clicks. You can also switch marketing objectives at any time or choose to create your campaigns without an objective.
It’s now easier than ever to pick the right settings to achieve your marketing objectives.
Posted by Jens Skakkebaek, Group Product Manager, Google Display Network
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