Advertising Goals for the Business.
Before starting any online advertising, whether paid or organic, it’s important to identify advertising goals for the business.
What you hope to gain from your efforts.
- Do you want to grow traffic to your website?
- Get-up-and-go more phone calls over your sales team?
- Would you like extra clients to come through your doors?
- Or are you frustrating to educate your consumers about an actual specific product?
These are just a few examples of what I will refer to as your paid advertising goals for business with a clear goal, you’ll be able to identify a plan and assess a good way to quantity results.
Now If brand awareness is wanted by you then you might want track impressions instead of tracking clicks, however, a traffic campaign is going to be focused on the number of visitors, and therefore clicks would become important.
Your goal will be composed of four elements.
- The objective.
- The effort and a KPI, or key performance indicator.
Your KPI is not just what you’re determining, but the actual quantity of that quantity you hope to complete.
Let’s walk through some examples to show you how I would set up an advertising business goal.
Let’s say you sell coffee products online and want more orders on coffee filters and coffee mugs.
My first objective is online sales.
Then we have the motivation and the motivations going to be what your customer wants. Remember that list from earlier?
So, in this case, the motivation is I want to buy. Our effort is to sell filters, that’s what we need to do.
So, we need to sell filters, and the KPI ns going to be filters sold by October.
So, it’s not just the measurement of sales, it’s actually filtered and it’s going to be sold by whatever date we’ve decided.
You want your KPI to be very specific because you’re going to use it to determine if you reach those goals.
So with this KPI, if we sold filters but we didn’t do it until November, well we got the quantity, but we didn’t do it in the right time frame, and we’re going to go back and look at our ads and figure out out how we can do it at an accelerated rate.
Now, in this case, we had two goals, so I would do this again. The objective, online sales, the motivation, I want to buy.
In this case, the effort is selling mugs and the KPI will be mugs sold by December.
What’s great about this is that we know that we need to use an ad type that will drive traffic to an online store because our objective is online sales.
We know that we need to have a method for tracking our effort, so we need to set up a method to track the filters and the mug sales prior to launching this campaign.
Now, this methodology will help you not only organize your campaigns, but it provides you with a tangible goal.
You’ll have to work to modify budgets, tweak campaigns, and refine your performances that you can meet your KPI.
If you fail, and that’s okay, failure is how you learn. Failure is money spent on education, and you’ll use the data you gather to describe why you missed your goal.
Let’s look at another example.
Let’s say you’re a pet groomer and you want to generate more phone calls to your business. So, we’ll write our objective as phone calls. The motivation is I want to know and I want to go.
The consumer needs to come to you, so your ad type will be focused on either getting them the information they need over the phone or getting them to come to your local place of business.
The effort will be to book haircuts for dogs and the KPI is new clients in April.
Now, you might be asking wait, why is my goal book haircuts for dogs instead of saying, pet grooming for dogs and cats?
Well, the most successful campaigns are going to be very specific.
As we uncover keyword popularity in the future lessons, you’ll see why, but to put it broadly, people aren’t likely searching for both cat and dog haircuts simultaneously, they’re going to look for something specific to their needs.
Their motive is I want a haircut for my dog.
So, when they go to Google, the search will be dog groomer or dog haircut likely followed by a modifier that could include their current location.
You don’t want to serve this persona generic ad about all of your services, you want to serve them an ad very specific to their motivation.
This is why goals are very important, so take a minute to establish what your initial goals are and what sounds like a very reasonable and achievable goal that you can use to kick off your first AdWords campaign?
We’re going to use our goals throughout this course, and we’ll also use them to help identify how much to spend.
If you have multiple advertising goals, that’s great too. Keep in mind that it’s best to set up one campaign for each goal. This keeps you organized and focused.