How to Choose the Best Objective for Your Google Ads Campaign

If you want to create a successful Google Ads campaign, one of the most important decisions you need to make is choosing the right objective. The objective is the main goal that you want to achieve with your campaign, such as increasing sales, driving website traffic, or generating leads. By selecting an objective, you can access the features and settings that are most relevant and effective for your campaign type and industry.

In this blog post, I will explain how objectives work in Google Ads, what are the different types of objectives available, and how to choose the best one for your campaign.

What are the objectives of Google Ads?

Objectives are the first step in creating a new campaign in Google Ads. They help you to define what you want to accomplish with your advertising and guide you to the best campaign type and settings for your goal.

When you create a new campaign, you can choose from a list of objectives that correspond to different stages of the customer journey, such as:

- Sales: This objective helps you to increase conversions or revenue from your website or app. It recommends features such as conversion tracking, Smart Bidding, and remarketing.

- Leads: This objective helps you to generate potential customers who are interested in your products or services. It recommends features such as call ads, lead form extensions, and audience network.

- Website traffic: This objective helps you to drive more visitors to your website or landing page. It recommends features such as broad match keywords, responsive search ads, and dynamic search ads.

- Product and brand consideration: This objective helps you to encourage people to explore your products or brand and consider them for purchase. It recommends features such as video ads, display ads, and shopping ads.

- Brand awareness and reach: This objective helps you to increase the visibility and recognition of your brand among a large audience. It recommends features such as YouTube masthead ads, Gmail ads, and smart display campaigns.

- App promotion: This objective helps you to drive more installs, engagement, or in-app actions for your app. It recommends features such as app campaigns, app extensions, and app engagement campaigns.

You can also choose to create a campaign without a goal if you want to access all the features and settings without any recommendations.

How to choose the best objective for your campaign?

Choosing the right objective for your campaign depends on several factors, such as:

- Your business goals: What are the specific outcomes that you want to achieve with your advertising? For example, do you want to increase sales of a new product, generate more leads for your service, or build brand awareness for your company?

- Your target audience: Who are the people that you want to reach with your ads? What are their needs, preferences, and behaviors? How do they interact with your brand and products?

- Your budget and resources: How much money can you spend on your campaign? How much time and effort can you invest in managing and optimizing your campaign? What tools and platforms do you have access to?

- Your industry and competition: What are the best practices and trends in your industry? What are the strengths and weaknesses of your competitors? How can you differentiate yourself from them?

Based on these factors, you can select an objective that matches your campaign purpose and offers the best return on investment (ROI) for your business.

For example, if you have a new e-commerce website that sells shoes and you want to increase sales quickly, you might choose the Sales objective and create a Search campaign with Smart Shopping ads. This way, you can show relevant product ads to people who are searching for shoes online and drive them directly to your website.

On the other hand, if you have an established software company that offers a free trial of your product and you want to generate more qualified leads, you might choose the Leads objective and create a Display campaign with lead form extensions. This way, you can show engaging banner ads to people who are browsing websites related to your product category and collect their contact information without leaving the ad.

Tips for choosing and using objectives in Google Ads

Here are some tips to help you choose and use objectives effectively in Google Ads:

- Align your objectives with your business goals: Make sure that your objectives reflect what matters most for your business's success. For example, if your goal is to increase sales volume rather than profit margin, you might prioritize conversions over cost per conversion.

- Experiment with different objectives: You can create multiple campaigns with different objectives and compare their performance over time. This can help you to find out which objectives work best for your business and optimize your campaigns accordingly.

- Review and adjust your objectives regularly: Your objectives may change as your business grows and evolves. You should review your objectives periodically and update them if necessary. You can also use the Performance Planner tool to plan and forecast your objectives and budget for future periods.

- Use the recommended features and settings: When you select an objective, Google Ads will suggest the features and settings that can help you achieve your goal. You can use these recommendations as a starting point and customize them as needed. You can also learn more about each feature and setting by hovering over the info icon next to it.

Conclusion

Choosing the right objective for your Google Ads campaign is a crucial step in creating a successful advertising strategy. By selecting an objective, you can access the features and settings that are most relevant and effective for your campaign type and industry. You can also measure and optimize your campaign performance based on your objective.

To choose the best objective for your campaign, you should consider your business goals, target audience, budget and resources, industry and competition, and experiment with different objectives. You should also review and adjust your objectives regularly and use the recommended features and settings.

I hope this blog post has helped you to understand how objectives work in Google Ads and how to choose the best one for your campaign.