Brad Bender,director of product management at Google says “AdWords was initially built for search advertising, and display capabilities were built on top of that platform. Display evolved with a whole range of formats available, including rich media, video and mobile, and also a number of ways of choosing where your ads will show. But the interface hadn’t changed”.

The contextual engine was enhanced that matches ads to pages based on keywords. The new changes will let marketers see the performance of display campaigns at the individual keyword level.Advertisers can now target higher performing keywords.

Changes would also benefit search marketers and search agencies as 99 percent of Google’s top 1000 search advertisers are also buying display through Google.Earlier clients can know how Google display ads are performing at the ad group level but the new features have provided variety of options now.

The new visualization tool lets the marketer to concentrate on targeting types such as placements, topics, interests and remarketing.