Google announced the launch of a new way to create Display ad campaigns based on marketing objective. It's essentially just a new setup flow, but could be a better way for marketers to approach their display campaigns. You can see this pictured above.
Objectives include: Build awareness, Influence consideration, and Drive action. The examples Google gives for when you might want to use each are as follows. For building awareness, an auto manufacturer might want to promote a new model. For influencing consideration, a home electronics brand might want to encourage customers to research its new washer and dryers. A hotel wanting to get customers to book rooms would want to use the drive action option, as would a developer looking for app installs or a dentist wanting new patients.
"After you select your marketing objective, AdWords guides you to the most relevant targeting and bid settings to meet it," explains Jens Skakkebaek, Group Product Manager for the Google Display Network. "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."
"We’ve also made it easier to build keyword lists for your Display campaigns when you use the new setup flow," adds Skakkabaek. "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."
Google will show advertisers customized in-market and affinity audience ideas based on landing page content.
You can always view or change bidding and targeting settings regardless of which path you take. Likewise, you can switch marketing objectives at any time or choose to create campaigns without an objective.
Image via Google