From the course: Google Ads Essential Training (2022)

Define your goals - Adwords Tutorial

From the course: Google Ads Essential Training (2022)

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Define your goals

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- [Instructor] Before starting any online advertising, it's important to identify what you hope to gain from your efforts. Do you want to increase traffic to your website, drive more phone calls through your sales team? Would you like more customers to come through your doors? Or maybe for people to learn about a very specific product? Now, these are just a few examples of possible paid advertising goals, but with a clear goal, you'll be able to identify a strategy and evaluate the proper way to measure results. If you want brand awareness, you might track impressions over clicks, whereas a traffic campaign is going to be focused on the quantity of visitors. So your goal should be composed of four elements, the objective, the mindset, the effort, and the KPI, or key performance indicator. Now, your KPI is not just what you're measuring, but the actual quantity that you hope to achieve. Let me walk through an example to show you how I would set this up. Let's say that we sell coffee products online and we want more orders on coffee filters and coffee mugs. So the objective is online sales. The mindset is reassure me. The consumer just wants to know that they're going to get a good quality filter. The key effort will be to sell filters. And then the key performance indicator is to say that we're going to sell 100 filters by October. So let's look at a second goal. The second goal is to sell mugs. And we'll do this again with an online sales objective. The motivation this time is impress me. These are the best mugs money can buy after all. And the KPI for this will be 200 mugs sold by December. So we now know that we have to use a ad format that'll drive traffic to our online store. And now we'll need to know that we have to have a method for tracking our mug sales and our filter sales prior to launching this campaign. Now we also have some key deadlines to pay attention to. 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 those campaigns, and refine your performance so that you can meet these goals. And if you fail, well, that's okay. Failure is how you learn. I always say that failure is money spent on education and money spent on education is never wasted.

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