Display Campaign Optimizer

What it does

The Display Campaign Optimizer is a new tool that increases conversions by automatically managing, targeting and bidding for campaigns on the Google Display Network. All you have to do is set your target cost-per-acquisition (CPA), and the Display Campaign Optimizer automatically finds the best placements for your ads at the right prices to help you boost conversions, based on your CPA goals.

Why you'd use it

The Display Campaign Optimizer was built to save you time and increase your profits. It uses Google algorithms to predict, test, and optimize, while you concentrate on running your business, safe in the knowledge that your CPA goals are being met.

What is Dynamic Creative Optimization (DCO)?

Dynamic creative optimization (DCO) is a display ad technology that automatically optimizes ad creative based on multivariate testing.

In laymen’s terms, using DCO is a little like doing a bunch of A/B tests at the same time, and using an algorithm to interpret the results in order to serve ads that perform better.

Using DCO an advertiser might optimize across the following test:

2 possible sets of copy
12 possible product images
2 possible calls-to-action
2 possible call-to-action placements
3 possible call-to-action colors
The above example produces 288 unique ads. There are a lot of moving parts, and to set this up often custom development work is involved. That’s why DCO tends to only makes sense for campaigns with a large amount of impressions over a significant time period.

https://support.google.com/adwords/answer/190596?hl=en
https://www.en.advertisercommunity.com/t5/Articles/Adwords-Advance-Feature-DCO/ba-p/219965
https://blogs.adobe.com/digitalmarketing/advertising/power-dynamic-creative-optimization-dco-beyond-retargeting/
https://www.creamglobal.com/case-studies/latest/17798/37697/digital-campaign-optimisation-(dco)/
http://blog.makethunder.com/what-is-dynamic-creative-optimization-dco/