By Linda Scerini
Head of Paid Media at ROI UP
““Tell me your business objective and I’ll tell you what type of campaign you need.” This is how we could summarise the approach of the Google Ads online interface in recent years. And with good reason: before starting any action, it is essential to define the objectives we want to achieve with it and choose the type of campaign that best suits achieving them. If there is no strategic and tactical approach behind it, we will most likely be doomed to failure.
Google Ads presents us with 7 specific advertising objectives (plus an option that allows us to create campaigns without a specific objective) and, for each of them, it tells us what type of campaign is, according to the Mountain View giant, the most appropriate. It should be noted that there is not always a one-to-one relationship between campaign type and objective: for example, a search campaign can serve both a sales objective and a web traffic objective. It all depends on how it is configured.
Let's take a closer look at the 7 advertising objectives brazil business email database that Google Ads provides us with and explain each of the campaign types available in the tool.
Objective: sales
Target: Potential Customers
Objective: traffic to the website
Objective: brand and/or product consideration
Objective: coverage and brand awareness
Objective : application promotion
Objective: Store visits and local promotions
Campaigns without a specific objective
1. Objective: sales
If your goal is to boost sales , whether on a website, app, by phone or in a physical store, the system recommends the following types of campaigns: search, shopping, display, video, smart or discovery. In my experience, only the first two are really focused on sales, so in this section we will focus exclusively on them, but it must be admitted that in recent years Google has been making a lot of effort to ensure that campaign types that have historically been more about branding (such as display or video) have certain functionalities that are more focused on performance (such as form extensions, for example).