Congratulations! You have decided to run an ad campaign to promote your business online.
Now, let’s get to business and decide on the right objective for your digital ad campaign.
When we set up an Ad Campaign, the first and the most crucial step is to set up what is the ultimate goal of your campaign
Here are some examples of what you can choose as your campaign’s objective:
- Video views
- Likes on your Facebook page
- New followers for your Instagram account
- Participates in a giveaway
When we have the primary goal that is measurable, achievable, and specific we can better optimize our paid media budget into reaching this goal
Without setting a clear objective for your campaign, you will probably spend money to get more clicks on your ads. More clicks will not necessarily result in a better outcome for your business.
When you set up a clear objective, you can optimize our media budget into reaching our target.
How to Select and Optimize Your Campaign Objectives
#1 Define the ultimate goal for your business
This is the action that you would like people to do. It should be the final step and ultimately, the action which will increase your revenue.
If you own an online store, the final action will be a purchase.
If you are an agent, it will be a lead or quote request.
However, there are many different cases when your objective can be an offline action like navigating to your store, visiting your restaurant, or making a phone call.
Some advertisers who run brand awareness campaigns might choose their objective as getting more impressions to their ad, video, or website.
#2 Place the ad platform pixels onto your site
If you choose an online action as your ad campaign objective, you will need to implement the ad platform pixel into your website.
There are a few tactics to implement the pixels. It all depends on your website platform. The most common tactic by digital markets is using Google Tag Manager.
#3 Optimize your ads to your objective
When you set up your campaign in the ad platform of your choice, you will be asked to define what your goal is.
Here is where you will set your objective and define it with the pixel you have implemented into your website.
Now, when the ad platform runs your ads, it will optimize automatically to your objective.
#4 Be patient
If you just set up a new pixel and new ad campaign, it will take time to see the results.
The ad platform will need to have initial data on your users to optimize your ads better.
Give it some time – a few days at least and up to 4 weeks depending on your daily budget.
#5 Measure your success
When you run an Ad campaign that is being optimized toward your defined objective, you should measure your success by the cost of reaching this objective.
The cost per click (CPC) and cost per impression (CPM) are not relevant anymore.
You should review and evaluate your campaign by the Cost Per Action (CPA). The CPA will be the cost to complete one action by your users. In other words, it will be the cost per sale/subscription/call/form fill and more. Ultimately, the CPA should decrease over time.
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