1 Minute to Determine Google Ads Goals and Objectives

After clarifying the placement process, you need to start choosing your placement target. Google Ads offers a very wide range of targeting options, and as one of the main means of placement for cross-border e-commerce, getting traffic and conversions, is the first choice. In this article, we will introduce how to determine the Google ads targeting, and at the end of the article, we will answer some common ideas of the bosses.

1.expositoryPlacement of Google Adsgoal

Choosing the type of advertisement depends on the purpose of our advertisement placement, which is differentiated here from the advertisement objective.

The purpose of the ad placement is all clear:I want money!

Advertising objectives are more concrete: for example, market share, the absolute value of the first page display of a keyword, and so on;

Aims, more general; goals, more specific. Look at the following example:

"I'm going to make money by capturing the first page of XXX keywords in absolute terms to get more traffic"

Making money.is the purpose;

fluxis a validation indicator;

"Occupy the first page for XXX keywords in absolute terms"It's an advertising target;

Seeing this, some careful readers have already noticed that, yes, you must have validation indicators for your goals, and your indicators must be integrated with your purpose, otherwise, it is a castle in the air.

2, clearput into circulationGoogle AdWordsgoal

Labeled yellow are the main ad targeting options for e-commerce placements, along with ad type options.

advertising target	Type of advertisement	note
Increase website traffic	Search Ads, Display Ads, Video Ads	Sales Conversion Primary Advertising
Increase brand awareness	Display Ads, Video Ads	Brand recognition to build user consensus
Increase sales volume	Search Ads, Shopping Ads	Sales Conversion Primary Advertising
potential customer	Search Ads, Display Ads, Video Ads	Brand recognition to build user consensus
Increase app downloads	App download ads, search ads
Increase in the volume of telephone inquiries	Telephone dialing ads, search ads
Increase the number of visitors to your real store	Location Extended Ads, Local Ads
No targets		This is a Google configuration item, the effect is no different from the sales volume when selected

When it comes to placement, the most important thing is the choice of target. Different targets correspond to a huge difference in the quality of users.

1, increaseweb trafficThe ads.

Almost no real-time ROI will be given to the site, but it is helpful for short-term project cold starts, and traffic support.

2, advertising objectives for brand awareness.

The difference compared to website traffic is that users brought in by brand-aware ad targeting are more inclined to stay or have a long-term interactive relationship. In the long run, there is ROI and brand building value.

3, provide user engagement.

It is singled out because not all sites are sales-oriented, and some sites retain users in the form of retention, or games, or events. The actual selection of this goal on e-commerce sites works similarly to a shopping goal. It mainly depends on what our target conversion event is.

The main types of targets for e-commerce advertising:Increase sales

Q&A session

Boss: Can I monopolize the ad board space.to achieve a competitive barrier?

A: You can't.

The advertising platform, is to serve three main subjects:

Advertisers, user experience, and self development (own shareholders)The

In the early history of computational advertising, there was indeed a long monopoly on, and even in the era of bidding ads, there are still some positions reserved for buyouts.

But in doing so, it only works for some of the advertisers with financial strength, which in turn cuts off the bidding desires of other competitors, leading to a gradual reduction in the potential growth possibilities of the ad platform itself.

Of course, when your board is monopolized by a single few advertisers, then the ad platform is effectively reduced to a vassal of the advertisers, which is sort of an acquisition in disguise.

So for advertising platforms, unless it is unthinking, then none of them will like monopolistic advertisers for their own development.

Thus, after the RTB era, VGC bidding as well as theGSP (generalized second highest price)The emergence of advertising space tends to be unlimited (thousands of people), individual advertisers only need to serve their own users, you can get a high return at a controlled cost; to attract more advertisers to participate in the bidding, Google shares also lift more.

In essence, the monopoly of advertising space, the realization of the monopoly of competition in the market segment, is about the same as in the cut off Google's wealth; the so-called cut off people's wealth, kill no amnesty, especially advertisers are still in other people's turf to consume.

Google explicitly restricts the same advertiser from showing multiple ads in the same position at the same time in its algorithm, and if it does, it's probably an inconsistent domain name (competing placements, that can be reported).

In addition.If the same advertiser's ads appear every time a user searches for similar keywords, it can also cause great dissatisfaction and a poor user experience, which can lead to abandonment of Google's related products

In theory.We can only monopolize for a short period of time specificadvertising spaceThe

Example:This can be done by investing a large advertising budget, such asCPC=1W way to grab ad space for certain high-value keywords by raising bids and optimizing ad quality score and other factors.The

An example is an indicator inside a standard advertisement:Absolute value of specific keywords displayed at the top of the page, if it exceeds 90%, then this position is basically your ad every time you search. But other ad positions based on RTB display, is almost impossible to do the monopoly