How To Set Campaign Goals

Campaign goals make it clear what you're trying to accomplish.

Set campaign goals by navigating to the campaigns tab and selecting any campaign. 

Click on the pen and paper icon in the top right hand corner of the app to open the edit mode.

This is where you will set your campaign goal and objective. Your Campaign Objective will determine the campaign goal that you select. 

• Awareness:
  • Goal Reach: This will optimize towards getting your brand in front of as many different devices as possible.
• Consideration: 
  • Goal CPC: This will optimize towards the lowest Cost per Click possible.
    • Benchmark: For most industries $1.50 is a good place to start.
    • Equations: CPC = $ Spent/# of Clicks
  • Goal CTR: This will optimize towards the inventory that drives the highest percentage of clicks with respect to the number of impressions.
    
    • Benchmark: Industry standard CTR  for programmatic advertising is 0.106%.
    • Equation: CTR = # of Clicks/# of Impressions Served
• Conversion: 
  
  • Goal CPA*: This will optimize towards the inventory that drives the most conversions for your spent amount. 
    • Benchmark: Your cost per acquisition (CPA) goals will depend on your industry and business model. One strategy we recommend is to take 1/3rd of your average order value (AOV).
    • Equation: CPA = $ Spent / # of Conversions
    • *Note: This goal requires a conversion pixel be set on the desired clickable action to calculate properly.

Once you have set your desired Goal and Objective click the Save Changes button at the bottom right hand corner of the section to lock in your selection.

You will want to do this on both the campaign and ad group level for each campaign.

If you have any questions or you'd like suggestions about what goals to set, please chat in.

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