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Google Partners Program: What are Campaign Goals in Google Ads?

Any business owner who was able to establish a presence on the internet will tell you that investing into an online marketing strategy for your business is absolutely worth it.

Billions of people surf the web every single day, in fact, so there’s a pretty high chance that your advertisements will reach a considerable amount of potential clients.


Now, when it comes to online advertising, Google Ads might be the best choice for you. This platform by Google offers various solutions that can help businesses effectively advertise their services and products.


And one such solution is an ad campaign with a specific goal.


If you want to find out more about it, just keep reading: in this article, we’ll discuss creating a goal-oriented campaign with Google Ads!

What is Google Ads?

First and foremost, a few words about Google Ads.

Google Ads is an online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.


One great positive of the service is that not only it can place your ads in the results of search engines like Google Search, but also on non-search websites, mobile apps, and videos. Users can see your ad while using a random video game app, for instance.


Note that these services are offered under a pay-per-click (PPC) pricing model.

How campaign goals work

Now, how do campaign goals work? Let me explain.


Through Google Ads you can create a campaign with a goal.

By selecting a goal, you’ll be directed towards choosing the specific features that can help your campaign succeed.

Obviously, the goal you select should help you achieve the results you had in mind for your campaign. Goal and campaign should be therefore aligned. And once you’ve selected a goal, you’ll be shown recommended settings and features to maximize the results of your ad campaign.

But it’s not over yet, because after doing so you can also select the type of campaign you want to run. This will determine where customers see your ads, and the available settings and options. The last step consists in selecting the networks where your ads will appear (on social media platforms, for example).


Note: when creating a campaign, you may be asked to choose your campaign goals before you’ve selected the campaign type. That’s not a problem, though, since you can always change your goals at any time.


Types of goals

As mentioned above, you can select a goal that aligns with the main thing you want to get from your campaign.

Here are the goals you can choose from, if you already chose a campaign type:


  • goals for Search campaigns
  • goals for Display campaigns
  • goals for Shopping campaigns
  • goals for Video campaigns
  • goals for App campaigns


Goal types are varied, and can bring different results. You will decide what these results will be by selecting a goal among:


  • Sales (Search, Display, Shopping, Video)
  • Leads (Search, Display, Shopping, Video)
  • Website traffic (Search, Display, Shopping, Video)
  • Brand awareness & reach (Display, Video)
  • Product and brand consideration (Video)
  • App promotion (App)


Let’s make an example with a Search campaign for which you selected a Website traffic goal.

When should you choose this goal? When you want to drive potential customers to visit your site. What features does it have? It offers features that help researching customers find potential product options: ads with relevant, dynamically generated headlines, extensions, and bidding strategies that help you increase the visits to your site.


For more info about campaign goals and their features, you can visit the official Google Ads Help page!