AOE's are a little hard to use when you're just killing mobs alone I think, but to make this easier it's important for you to stand right near the AOE. If the mob that you're attacking has aggro on you, it'll be sitting in the AOE the entire time while you attack it with single target spells -> double damage done.
It's also really useful in dungeons when you're killing mobs as well, since the tank will usually have aggro of all the mobs and they'll be standing in one spot, so you can cast your AOE without having to worry about the position you're in (which is what you have to do if you're alone).
Lastly, AOEs are great for bosses because they boost your damage. Most bosses don't have knockback, so you can keep on casting Fire Wall (or any other AOE) without needing to worry if it's going to stay in the AOE while you do single target spells.
I think AOE's are a huge DPS booster, and even though it's difficult to get used to how to use them, once you do they have great benefits :D