One of the first things you have to realize when working with an online advertising firm like KeyMedia Solutions is that technology can change overnight, and it often does. Google AdWords is Google’s online advertising platform that lets you reach new customers and grow your business. AdWords is also frequently changing and updating their website. Whether it’s new reporting options, different types of campaigns, or new marketing objectives, AdWords is constantly adding new features to optimize customers’ ability to effectively manage their advertising strategy.

Marketing Objectives

Earlier this summer, AdWords released new features for creating display campaigns called marketing objectives. These are goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. In other words, marketing objectives are steps in a business strategy to promote the current standing of their brand and increase the impact of their products or services.

The purpose behind AdWords’ new features are to save time and allow customers to create better campaigns. They also ease the decision-making process by guiding users to the specific features designed to work best for their particular goals.

Google’s announcement included three new types of marketing objectives: Build Awareness, Influence Consideration, and Drive Action.

Build Awareness

What it is: The purpose behind the Build Awareness objective is to increase the number of people that see your ad. Your business might not be a well-known brand now, but with the Build Awareness objective, you’re able to spread your brand across the web and have people recognize your brand, logo, or product. This type of campaign emphasizes impressions over clicks.

How it works: Image you’re a new business and you’ve just invented a great new product. Because this product has never been seen or heard of before, your advertising goal for this new product will be to have people see your ads and learn more about your invention.

In order to do this, you’ll need features like the Build Awareness objective to help you reach a broad consumer audience and maximize your exposure. This marketing objective uses demographic targeting and affinity audience targeting to send your ad to specific customers who would be interested in your product.

Benefits: The Build Awareness objective is a good marketing objective if you’re starting a new business or have a new product that is not widely known to the public. If you’re expanding your business to a new area or introducing customers to what you offer, Google AdWords’ Build Awareness objective could drastically benefit your business.

Influence Consideration

What it is: This objective is broken up into two tactics: increase customer engagement and increase customer traffic to your site. You have to ability to choose which of these tactics you want to implement into your advertising strategy.

How it works: The Influence Consideration objective includes in-market audience targeting and engagement ads. The in-market audience is consumers who are actively researching or comparing products across Google Display Network.

Engagement ads give customers more information about your business by displaying information in different ways. Hovering over the ad would expand an ad, customers could scroll through multiple pictures, or customers could click the ad to direct them to your site.

Benefits: The Influence Consideration objective is for businesses who have to differentiate from similar products of their competition. This feature allows you to educate your customers about your specific product or service in order for them to understand why they should be buying from you.

Drive Action

What it is: The Drive Action objective uses remarketing and conversion optimizer bidding to push potential customers to make a purchase with you. Remarketing is used to show your ads to people who have already visited your site or completed an online form.

How it works: Imagine that you’ve found a customer who has completed a contact form or downloaded a whitepaper. With this objective, you’re able to continue serving ads to this particular individual so they will keep your business top of mind.

Benefits: The Drive Action objective is most effective if you want to find customers that are very close to making a purchase. If you’re trying to close a sale or keep a conversation going with customers who are ready to act, the Drive Action objective can maintain the influence of your business and produce more engagement.

More Coming Soon

As of today, these are the only marketing objectives available for display campaigns in AdWords, but that might not last long. Since Google is always looking to add more features, there it is a likely possibility that AdWords could be rolling out more marketing objectives. Follow KeyMedia Solutions on Facebook or Twitter to get all the latest information on Google AdWords’ new features.

At KeyMedia Solutions, it’s our intention to stay up to date on all the latest technology in the online advertising industry. We believe that every business deserves the chance to manage its marketing strategy using the most effective advertising tools. If you’re interested in learning more about these new AdWords features or any of our other services, contact us at any time.

If you’d like to learn more about Google AdWords or if you want to start your own AdWords campaign, download our free whitepaper by clicking the image below.