This post is a part of a two-part series on setting advertising campaign goals. In the first part, we looked into choosing a suitable platform for your ads. Today, we are going to continue the topic. We will look into 6 of the most common goals ad specialists use in their strategies. Hopefully, this will inspire you to look deeper into your ad campaigns.
It is important to note that paid advertising can take many forms. You can use a product ad, calling for a purchase. An ad can also promote a blog you want your visitors to read. Furthermore, you can use paid advertising as a way to increase the reach of a post and gain new followers. To show the difference between those uses of paid advertisement, here are the 6 most common goals in paid advertising campaigns:
It is common for marketers to appoint brand awareness as the most important goal in their marketing strategy. The metric consists of your audience knowledge of your company. Furthermore, their ability to associate the brand with the product.
The importance of the goal varies. It depends on the influence it has on the customer’s decision making, and it can also prove its effectiveness in online services. There, a client needs to be able to recall the brand and look for it.
Building brand awareness requires having a reliable image and persistent communication with your audience. This can happen through the means of advertisement, PR, organic SoMe content, as well as sponsorships. Having a strong and recognizable brand and image leads to high sales and market share. Therefore, it should be one of the first goals to consider in your digital strategy.
Advertising in relation to brand awareness can take the form of affiliate marketing. In this scenario, a company gets in contact with an online personality. For example, a blogger, vlogger, influencer or even another company. The deal between them is for the company to be mentioned in the personality’s content. This can be through referral and affiliate links, reviews or other promotional content. Often, there is no clear Call-To-Action in this type of marketing. But the association makes the brand well-known for the audience.
Brand awareness is measured by your follower count, reach, mentions and shares. A goal from this category can look like this:
2. Website Traffic
Another key goal for advertising online is to bring traffic to a website. There may be many reasons behind such a decision. It can be a desire to bring sales up or attract more readers to your blog. In any case, traffic can bring the conversion rate of your company up. Also, it can encourage your audience to engage with your content.
Advertising can be a great way to achieve higher website traffic. So, don’t hesitate to include this goal in your strategy. Seeing an attractive ad will convince many customers to click on it and visit your website. Moreover, studies have shown that seeing the same ad repeatedly increases the possibility of a sale.
The design of an ad is a very important part of the attracting process. Being visually appealing is not the only aspect you need to consider. You need to be clear on what action you want the receiver to take.
An example, in this case, can be displayed advertising. This type of ad consists of an attractive image or text. For example, banners, landing pages and popups on websites and blogs. When clicked, they lead to the company’s website and generate traffic.
Yet, traffic can lead to other places than a website. Many companies use online channels to bring customers to a physical store. A good example of this is IKEA. Their marketing aims to make the store relevant and social. It still relies on store visitors, rather than on online purchases.
Your online traffic can be measured by its source. Furthermore, the bounce rate and clicks on links. When talking about retail, it is good to compare your online traffic to the visitors in-store. An example of an online traffic goal can be:
3. Social Engagement
Research has shown social media interactions improve brand perception, loyalty and recommendations. There are many specifics around making your content engaging and lead to interaction with your audience. However, the benefits are hard to deny.
Moreover, you can make your ad engagement goals even more specific. You can add differentiation between the interaction with active and passive users. A goal, in this case, can be to increase the engagement with passive users. Those are the ones who usually see your posts but do not interact with them.
Guided advertising and targeting your specific audience can be an excellent way to increase your engagement rate.
A great example of this can be giveaways. Many companies organize contests. In those, their audience needs to like a page and comment on a post to be considered for winning a certain prize. By making a sponsored giveaway post, you will not only increase its reach but also encourage the participants to leave comments.
Metrics to follow while doing so are the likes, shares and comments per posts. Also, the mentions and replies by customers.
4. Displaying Video Ads
With the rise in the popularity of YouTube, both influencers and companies are competing for more watch time, and through that increase in their AdSense revenue. Therefore, it should not be surprising that we have included increasing your video views on this list of goals.
There are many ways of using videos in advertising. One of them is collecting revenue from advertisements displayed on your videos much as YouTubers do.
In contrast, you can create your promotional materials to display in different social media channels, including YouTube.
In recent years, videos have been a highly effective tool in advertising. It manages to capture people’s attention and interest.
However, video content is not limited only to YouTube. Both Instagram and Facebook have been heavily promoting content containing videos. Therefore, don’t hesitate to expand your campaign.
In the case of video advertising, metrics important to follow include view count, watch time and average view duration. You will want to also track the average per cent of completion, audience retention, and whether your viewers have the sound turned on or off.
An example of a video ad goal can look like this:
5. Lead Generation, Conversion and Sales
Advertising online can also be directed at gaining customers and increasing sales. It can result in reaching many new people and redirecting them to your website. There, they hopefully make the decision to purchase a product.
However, online companies have widely expanded their product range along with their sources of revenue.
Smartphone apps can also be a way to reach your customers faster and engage with them as well as your product. The goal of your advertisement can be to redirect your audience to an app you want them to have installed.
There are similar metrics you need to follow in all of those cases. Web traffic, click-through rate, the conversion rate is the important metrics to track. To go more in-depth, you can also measure the time to conversion, ROI, cost-per-click and the cost-per-lead. You should never forget that ad goals with such big financial importance should always bring value to your company.
6. Understanding your target audience
Besides a good relationship with your customer, there are other ways to get to know them. Listening to your audience is one way of doing so.
Advertising can be a great way to bring attention to forms and surveys. Those will pay off in the shape of an in-depth understanding of the needs and wants, as well as the demographics of your customers.
For example, businesses can easily connect their Surveybot surveys directly to Facebook. In that way, when users click on a displayed ad, they will be redirected to the survey form. It sounds contra intuitive to invest in advertising something that does not bring you direct revenue. Surveys bring in information, and in this day and age, information is gold.
A goal, in this case, could look like this:
Having this understanding of your target market may help you in developing your business model. It can help you improve your marketing strategy and product development. Therefore you will never miss an opportunity to be innovative.
To sum up, there are many great ways to reach your advertising campaign goals. However, you should not forget to be specific and realistic when formulating the desired results.
We hope this article about setting advertising campaign goals will inspire you to be SMART and innovative in the process. For questions and discussions, make sure to leave us your comment in the section below and share this post.