Google AdWords Goals

If you’ve worked with Google AdWords before, you’ll know that setting goals for your account and various campaigns is very important. The goal of any AdWords campaign can be divided into 1 of 3 categories:

1. Drive Traffic (Branding)

Google AdWords is a great tool to use if you’re looking to drive traffic to your website and generate brand awareness. The main goal for a campaign with this strategy will be to get as many clicks as cheaply as possible.

2. Drive sales/leads (Direct Response)

If your goal is to generate as many sales or leads as possible the focus will shift from simply driving traffic to your website to driving QUALITY traffic to your website. These clicks are generally a bit more expensive though but are more likely to convert into a sale or lead.

3. Secondary Goals

Secondary goals are goals that help you reach the primary goals. This could be anything from targeting a specific number of impressions, number of clicks, CTR or CPA.