If you have tried to set up a digital marketing campaign on platforms like Google Ads, TikTok, Meta, or X, you will have encountered objectives. In some cases, choosing objectives may seem easy, while in others, it can be challenging. So, how do you choose objectives effectively, and why are they important? Let’s dive in. We will explore this topic through a Q&A format.

What Are Objectives?

Simply put, objectives indicate what we want from a digital marketing platform. Whether it's driving clicks to a website, encouraging visits to a physical store, or ensuring people fully watch an advertising video, objectives guide the platform’s focus.

Why Are Objectives Important?

Platforms optimize campaign spending based on the selected objective and generally target users who are most likely to align with that goal.

How Do Digital Marketing Platforms Know If People Watch Videos or Make Purchases?

They don’t know for sure. Instead, they estimate based on statistical modeling. For example, if a user never clicks on ads and frequently leaves the app, they are unlikely to be a good target for traffic (website visit) campaigns and will not be shown such ads.

Which Metrics/Results Are Affected by Objectives?

Almost every metric is affected. Digital marketing platforms optimize costs to achieve the lowest unit cost for the chosen objective. For example, if the reach objective is selected, the platform will try to reach as many people as possible at the lowest cost. If optimizing for sales, the platform may reach fewer people but focus on cost-per-conversion (sale) metrics.

Should I Trust Objectives Directly?

In most cases, yes. Choosing objectives that align with real marketing goals is best practice and often works well. However, if the results are questionable, testing different objectives may be an option.

Which Objectives Are Available?

Available objectives depend on the platform, but commonly include:

• Sales / E-Commerce

• Website traffic/visits

• Reach, awareness

• Video views, video completions

• On-platform engagements (likes, follows, comments, shares, etc.)

• Physical store visits

• Lead generation

Do Objectives Change?

Yes. Like any feature of digital marketing and social media platforms, objectives can be removed, modified, or new ones introduced.

Should My Expectations Change Based on Objectives?

Definitely. Sales should not be expected from an engagement or reach campaign.

Should My Reporting Change Based on Objectives?

If providing a broad range of metrics, reporting does not necessarily have to change. However, to better impress customers, additional supportive metrics relevant to the chosen objective can be included. Key metrics for different campaign types include:

• Conversion campaigns: Sales, cost per sale, average basket size

• Engagement campaigns: Engagements, likes, reactions, follows, profile visits

• Video views: Video plays, video completion rates, average watch duration, total watch duration

• Reach: Reach, impressions, frequency, total audience size covered

• Traffic: Link clicks, clicks, CTR, CPC, CPM, sales

How to Get the Most from Objectives

Choosing the correct objective is usually straightforward, and in most cases, the best option is obvious. However, further optimization can be achieved through the following:

• Providing enough asset alternatives: Most digital marketing platforms recommend offering different creative variations for testing to ensure better results. Relying on a single creative may not be ideal.

• Aligning creatives with the objective: If the objective is sales, the copy may include discounts, and visuals should have a sales-driven appeal.

• Supporting objectives with complementary ones: If the objective is sales and involves retargeting existing website visitors, it may be beneficial to support conversion campaigns with awareness or engagement campaigns.

• Avoiding objective cannibalization: Each objective targets different user types. If overlapping audiences are targeted with the same objective simultaneously, it may lead to inefficiencies. To avoid this, avoid targeting similar users with the same objective at the same time.

• (For conversion campaigns) Setting up the pixel/tag correctly: When conversions occur on a platform, such as video views or follows, social media platforms can analyze and optimize campaigns based on those actions without external setup.

  However, when conversions occur on external properties (e.g., website sales or lead form completions), additional setup is required to communicate with the social media platform. This setup is typically handled by developers or digital marketers using tools like Google Tag Manager.

  Key considerations for conversion setup:

  • Counting events correctly, avoiding skipped or duplicate event tracking (may require cross-checking with analytics tools or CRM systems).

  • Collecting sufficient data. For example, tracking the number of sales is useful, but many platforms also support sales value tracking, providing better insights into return on investment. Campaigns may then be adjusted to focus on sales value rather than just volume.

  • Most importantly, ensuring data collection complies with legal requirements. Data privacy laws vary by country, and collecting user data—even for statistical purposes—may require consent. Consulting a legal team before setting up conversion events is strongly recommended.

(For Digital Marketers) Should I Discuss Objectives with My Customers?

Informing clients about the buying model and objectives is standard practice. While discussing which objective to use may go further than necessary, providing transparency about the advantages and disadvantages of each option can encourage a more collaborative and productive relationship.

How AI Affects the Objective Selection Process

AI innovations have also impacted digital marketing objectives. For example, in Google Ads Performance Max campaigns, AI primarily optimizes targeting by reaching new users and retargeting existing warm audiences. However, in most cases, choosing objectives remains a business decision and a straightforward process. While digital marketers still select objectives, AI features continue to improve and refine the optimization process.

Disclaimer

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