Google Ads Tutorials: Thinking strategically about your goals
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Google Ads Tutorials: Thinking strategically about your goals


[light music] Before creating your first Google Ads campaign, it’s important to think about
your broader strategy and goals. What are you hoping to achieve from your ad
campaign, or from digital marketing in general? In this video, you’ll learn how to think
strategically about your goals, so that you drive the actions that
matter the most to your business. They may range from broader
business or marketing goals to more tactical digital advertising goals. At the highest level, the goal of most
businesses is to increase top line revenue and decrease costs, so they
can ultimately be more profitable. These objectives are typically measured through
numerical key performance indicators, or KPIs, for a specific
time period, region or audience. But not all businesses use the
same metrics or vocabulary. So it’s important to ask yourself: What are your business objectives
and metrics of success? Your business goals should reflect your strategy. They’ll likely depend on
your competitive positioning, the nature of the industry you are in, and other external factors. Examples of goals that
businesses care most about are: Growing profits, expanding market share, increasing customer lifetime value, and building brand equity. Let’s take a look at four broad
business types and their specific goals. First, Ecommerce. These are all businesses that
sell goods or services online. These could be physical goods
like gadgets, clothes and furniture. Digital goods like software, eBooks and music. Or even services such as
tickets or travel insurance. An Ecommerce business can have multiple goals. For example, a primary
goal could be to drive sales, while a secondary goal could be to
build a pipeline through brand awareness. Ecommerce businesses may
monitor many different KPIs, but they likely care most about
the number and value of sales. However, many choose to focus on their secondary
goal in order to drive their primary KPI, such as moving people from low
purchase intent to high purchase intent. The next business type is Lead Generation. These businesses typically focus on
generating leads for products or services. They care about the number of leads they receive, how many convert to sales,
and the value of those sales. They may also care to track how many
lead forms are started, but not completed. A secondary goal could be to track
when a purchase is completed offline. Some examples that fall in
this category are banks, insurance companies, or even review websites
trying to drive leads to an external business. The next business type is
an Omni-Channel business. These are businesses that sell products online
and offline at a retail location or franchise. They might sell furniture,
clothes, or appliances. These businesses care about creating
a seamless online to offline experience, and driving in-store traffic. Their main KPIs are typically volume of sales
and the value of total online and offline sales. Finally, let’s look at Consumer Goods businesses. These are businesses that create
products typically bought by consumers through third-party distributors
or retailers, both online and in-store. This business type might sell food,
personal care goods, and apparel. Their KPIs mostly include the volume, value,
and margin of sales measured for each retailer. Identifying your business goals isn’t always
enough, you need marketing goals as well. Learning about your customer’s
journey from start to finish helps you connect your business
goals to your marketing goals. This will also help you uncover
additional opportunities to be present at various points throughout
your customer’s journey. The marketing funnel is a useful framework that
helps you follow the consumer path to purchase. The stages are there to help you determine
where you should invest your marketing budget, what marketing objectives to use,
and how to measure success. The funnel helps you think about
your customer’s journey, but keep in mind, the
journey itself is rarely linear. Customers hop around from stage to
stage, and define their own purchase journey. In the Build Awareness phase, it’s important
to ensure that people know your business exists. For example, an Ecommerce business, may want to build
awareness in order to acquire new customers and increase sales or subscriptions. In the Influence Consideration phase,
you guide people to show interest in your brand. If your existing customers are shopping for
other products in the same category, give them reasons to consider your brand. For example, a common goal for Lead Gen
businesses, is to obtain high-quality leads. Typical activities to drive consideration
include whitepaper downloads, online demos, or ‘request-a-quote’ form submissions. In the Drive Purchase phase, you lead potential
customers to complete the purchase process. For example, an Omni-Channel business may achieve
this through a ‘Buy Now’ button on an ad, promoting a new store location, or by
remarketing to interested customers. This strategy can help increase the total units sold. In the Grow Loyalty phase, you
want to encourage potential customers to purchase more, and
advocate for your business. This can be achieved by sending offers
to existing customers, in turn reducing churn. Now, it’s time to think about
how digital advertising can help you achieve your marketing objectives. Start by asking: Who do you want to reach
and how are you going to reach them? First, let’s discuss reach. Reach is an estimation of how many people,
and in what locations they can see your ad. This is usually tied to building awareness,
consideration, and loyalty. Second, let’s talk about frequency. How many times did someone
see your ad on average? Frequency is generally connected to reach. Within Google Ads, it’s helpful to look
at metrics that help you best measure your digital advertising goals. Using the Ecommerce example, it’s
important to consider how many people interested in your product saw your ad online, as well as how many times they saw it. Within Google Ads, this can be
measured by the metrics ‘Unique reach’, ‘Impressions’, ‘Video Views’, ‘Cost-per-thousand-impressions’
or ‘Cost-per-view’. Third, let’s talk about engagement. How did someone engage with your ad?, did they click on it?, did they watch the full video?, or even better, did they share it
with one of their peers? This metric shows that your message has resonated, so it sits between consideration and purchase,
and is commonly used to measure loyalty. Engagement can be measured
through ‘video watch time’, social interactions or clickthrough rate. Finally, let’s talk about conversions. How often did someone take a
desired action after seeing your ad. After clicking on your ad, did they engage
with your website or download your app? Conversions can be measured through
Google Ads metrics such as clicks, CPC, website visitors, purchases, or app installs. Remember that each of these
goal types are interconnected. It’s helpful to map them out before deciding on the different Google Ads
campaign types you want to invest in. Experimentation is key to understanding
what works best for your business. Now that you understand how to
be strategic about your goals, let’s dive into the fundamentals
of measurement and attribution in your Google Ads account. [music continues]

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