Why Do I Need Marketing Objectives?
People who set specific and challenging goals end up performing better 90% of the time. The same can happen with companies. When you remove the vagueness and hold yourself accountable with clear marketing goals, you can start prioritizing the actions that will make a real difference. That is no less important with your Google Ads Campaign goals.
Marketing objectives can be quite like New Year’s resolutions; they can be clear-cut at the start of the year and potentially fall by the wayside as other issues crop up throughout the rest of the year.
However, it’s really important that these goals are defined as they help to guide your marketing efforts and strategy.
They also aid in providing not just direction but also clear and specific actions in order to achieve these goals.
It’s also important to ensure these goals are filtered out through all your marketing channels as these will help programs or accounts offer recommendations to achieve these goals.
For example, within Google Ads, and their Ads Campaign goals
Google allows you to set specific goals for each campaign or for your overall account and will actively work to achieve these goals through the use of machine learning and historical data across your Google ads accounts.
Google Ads campaign goals include:
👉 Website Traffic
👉 Product and Brand Consideration
👉 Brand Awareness and Reach
👉 App Promotion
👉 Local Store Visits and Promotion
Google Ads campaign goals explained …
From an eCommerce perspective, sales will always be the main choice of objective and this goal does exactly as you would expect, drives traffic with the sole focus of driving transactions, orders and revenue through your campaigns. This is an objective most commonly chosen for Shopping Campaigns.
If you are an online business that doesn’t focus on revenue and transactions directly from the site, leads are an alternative objective to focus on. These are predominantly used for B2B campaigns or those businesses that require customers to take an action, such as calls, emails or contact form submissions.
3. Website Traffic
If you are brand new to the wild world of the internet, website traffic will be your first port of call. This objective encourages users to visit your website and can generate a strong base of data to be used towards creating and optimising new and improved campaigns in the future.
4. Product and Brand Consideration
Similarly to driving website traffic, this campaign objective aims to get users to your site and encourages potential customers to consider your brand or products when they’re researching or shopping for products. Once run for a period of time, this objective can be used to engage with people who’ve demonstrated interest in your brand through the likes of remarketing.
5. Brand Awareness and Reach
This marketing objective encourages awareness of your brand and increases the reach of your campaigns to new customers and those who may not have heard of you before – this is particularly important and useful for newer businesses. By choosing this objective your campaigns can reach a wider audience. This objective has less involvement in actual revenue generation so if you have a smaller budget it may be less important than sales.
6. App Promotion
If you have an app you wish to encourage downloads of, this is the objective of choice. Shopify has recently created an area where you can create your own app – so this is a great campaign opportunity to build your marketplace out. A key benefit of this objective is the relatively low cost per acquisition meaning the amount you pay per download is relatively cheap. A great way to reach new customers.
7. Local Store Visits and Promotion
If you have a physical store, local store visits are a great way to drive foot traffic into your store and can increase the quality of your in-store traffic. You also have the added value of showing up on Google maps helping overall visibility.
8. Create a Campaign Without a Goal’s Guidance
Custom goals are the final objective type – although these are deemed custom, they often run as a campaign without any guidance, this can result in Google assuming the target and can lead to less relevant results. For this reason, I would recommend steering clear.