Over the years we have learnt that the most important element when starting your Paid Search journey, is knowing where you are going. By establishing goals for your advertising budget, enables you to stay focused and ensures you get the results you are looking for.
With Google Ads different goals often are monitored by different metrics. It would be time-consuming to cover them all and potentially you could fall a victim of paralysis by analysis. So, let’s start with the basics…
What do you want to achieve?
When answering this question, be realistic with yourself. Use the SMART criteria if you must. Here S stands for specific; M for measurable; A for achievable; R for realistic and T for Timely.
The Four Key Business Goals
Majority of businesses fall into one of the following 4 goal categories or a combination of several. We will cover which they are and what metrics you should be monitoring and potentially optimising to boost your performance.
1. Increase Traffic To My Website
Businesses that rely on online quotes, contact forms, increase sales of a new product line would normally choose to direct users to their website pages.
Checklist of data metrics to track:
Interactions/clicks
Click-through rate
Keyword performance
Search Terms
2. Increase Sales/Revenue
Do you want to increase sales of a product or service? Then this goal is probably for you.
In Google Ads, a conversion occurs when someone clicks on your ad and then takes an action that you find valuable for your business. Your conversion might be a Product Purchase, Newsletter sign-up or Request for demo.
Checklist of data metrics to track:
ConversionsDestination URLs
Converting Keywords
Ads with high CTR – click-through-rate.
3. Raise Brand Awareness
Do you want more people to know about your brand and why you are unique? Do you want to increase awareness and engagement for your products or services? If yes, then this goal is ideal for you.
You will achieve this by exposing your ads to as many people as possible. Therefore, Search Network and Display Network are great places to start with.
Checklist of metrics to track:
Impressions and view-through rate (VRT)
Customer Engagement
Reach and Frequency or “days to conversion”
4. Increase My Return-On-Investment (ROI)
This goal might be for you if you want to achieve a positive ROI of your marketing budget and already have a good amount of online sales.
Checklist of metrics to track:
Conversions
Cost per conversion (cost/conv.)
Conversion rates
Establishing Paid Search goals first would give you a solid foundation for your campaign that you can build upon.
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✅ Paid Search
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