Facebook and Google ads are some of the most popular platforms available for paid advertising. They occupy about 58.5% of pay-per-click (PPC) digital ad spending in the US. Marketing agencies in Florida specialize in creating, optimizing, and tracking PPC ads for businesses trying to drive lead generation and sales.
But you might not know that there are many types of objectives a PPC campaign may have as overhead goals for growing your business. So we’ve put together a list of the most common (and most important) objectives your PPC campaign can meet and track for.
7 Key Objectives for Digital Ad Campaigns
Brand awareness is one of the basic objectives of any digital campaign, and PPC ads are no different. While ads have gotten a reputation for being “spammy” and aggressive, this doesn’t have to be the case when you set parameters on keyword search and a more targeted approach to PPC ads. Analyze your current customer base and identify your target demographic to get the best results on your ad campaign.
If you’re building a following and trying to generate buzz for a new app you’ve created for your business, PPC ads allow you to track the number of installs when a user is directed from the ad. Of course, this gives you a pretty direct measure of how successful that particular campaign will be.
6 out of 10 people would rather watch videos online that watch TV. Considering YouTube is the most popular website, second only to Google, tracking video views can be very important. You’ll be able to measure how many people were attracted to learning more about your business through an equally attractive platform (video marketing), and tracking tools also allow you to see how long a user watched the video.
Product Catalogue Sales & Store Visits
Facebook ads offer this particular data metric. They can track product catalogue sales for e-commerce and store visits, which can be really helpful!
PPC ads for Facebook help gain foot traffic to your physical store locations, as well as gain sales for your online stores. If you have multiple locations, you can even customize the information the ad pulls for each store location, and even include helpful options for users, like “Get Directions” and map cards.
User Web Traffic
75% of online users click on PPC ads to help them find the information they’re searching for. So aside from increasing brand awareness, another basic objective your ads can be optimized and measured for is increasing user web traffic. The more people that are brought to your website from an ad, the more likely your web content will “seal the deal” with conversions and leads.
More than just views, you want engagements with your ad content. This comes in the form of clicks (measured by click-through rate), likes, comments, and shares made by online users. More than anything, you want to reduce your bounce rates: users who view a webpage or ad content without engaging. This is where informational and engaging ad copy comes in handy.
One of the most powerful objectives of paid ads is in lead generation! That’s why it’s so important to have well-crafted CTAs (call-to-action messages), eye-catching headlines, and informational ad copy that reflects your brand.
The combination of all these elements makes for an ad campaign that will effectively reach your target audience persuasively without sounding like a sales pitch. It’s certainly not easy to create the “perfect” PPC ad, but the beauty of the process is you can adjust in optimizing, try split testing, and utilize different kinds of multimedia to see what works best.
Want to Create a New Digital Ad Campaign?
Digital paid ads can achieve many types of key objectives to promote and expand your business, but remember to decide on one overarching goal for your campaign before you start the development process. The most effective ads that marketing agencies in Florida create are the ones that have a focused objective throughout the ad’s run—from the moment it launches to the tracking and measuring period.