Create Strategic AdWords Objectives to Grow Sales & Brand Awareness

Gain More Visibility & Increase Sales By Aligning AdWords Objectives & Goals

“We Need to Reprioritize Our Marketing Goals”

In our digital marketing world, that seven-word phrase is anything but music to your ears. If your organization has ever tried to run a successful Google AdWords campaign you might, unfortunately, be familiar with how massive of a struggle it can be to prioritize strategic marketing objectives that align with your overall business goals so your company can successfully increase traffic, grow brand awareness, and most importantly, accelerate sales.

There’s no doubt about it, every executive and marketer under the sun wants to:

  • Produce more sales
  • Increase brand awareness
  • Grow market share
  • Target new customers

The hard part is knowing which digital avenues in AdWords to utilize in order to strategically accomplish these goals and reach the right customer with the right message at the right time. In our customer-centric society, if your brand is trying to reach a potential customer or business any other way, you’re making it increasingly difficult for your organization to succeed.

So, how should your business start the process of developing Adwords objectives?

  • Study Your Data
  • Research Relevant Keywords
  • Know Your Customers “jobs-to-be-done”

Before your organization can set any goals, there needs to be some reverse engineering taking place on your marketing team.

Your customers aren’t “one-size-fits-all,” and because of that, your marketing strategies can’t be “one-size-fits-all” either. If every customer is different, every set of goals needs to be catered specifically to the audience you’re speaking to.

Even Chris Murphy, head of digital experience for Adidas, describes their vision for goals and objectives, “If you want to be truly consumer-centric, you have to think digital first. And, in order to do that, you’ve got to be data-driven.”


What can your brand do to become more data-driven in its decisions?

Study Your Data & Analytics

Think about how your customers search Google. It’s a free education in psychology. Every user, including you and me, we type in a search term or phrase, then millions of offers for products and/or services show themselves.

Since Google wants to deliver the optimal experience for every user, they serve up ads that are most relevant to completing each user’s “jobs-to-be-done.”

If your marketing and creative team know what your customers are asking and searching for, your organization will know strategically how to produce advertising that reaches them with the right message at exactly the right time in their education or purchase journey.

It’s also important to not only know how your customers engage with search engines but also how they engage with your website and landing pages.

Knowing data like where a user enters your site, how much time they spend on a certain page, what devices and browsers they’re using, their age, demographic, location, and where they abandon your conversion funnel are all incredibly important data points towards achieving your B2B or B2C marketing objectives in AdWords.

Research Relevant Keywords

Think of your brand’s keywords as the building blocks towards achieving your Adwords objectives and goals.

Strategizing and properly bidding on the right keywords is an absolutely essential factor for any profitable digital marketing campaign in AdWords.

Google’s algorithm identifies your brand’s keywords as the bond that strengthens and nurtures your brand connection, and so do your customers because your keywords are the same words they’re searching for.

When your PPC team develops a robust keyword list and constantly tests different bidding strategies within your keywords, you’ll be able to step into the mind of your customers.

It makes it possible for your organization to innovate, predict shifts in demand and quickly respond to your market’s changing conditions, all-the-while ensuring your content is constantly relevant and customer-centric.

Know Your Customers “Jobs-To-Be-Done”

Any time a customer types a query into a search engine it’s showing your brand they have “jobs-to-be-done.” The objective of any B2B or B2C marketing strategy is to help them accomplish this task as efficiently as possible.

Your team must recognize and address these four customer questions:

What do they want to know?
Where do they want to go?
What do they want to do?
What do they want to buy?

Innovation in any market comes from a deep understanding of the job your customer is trying to get done, and then doing it for them as quickly and efficiently as possible.

Now That You Understand Your Data, Let’s Talk AdWords Objectives & Campaigns

Seeing as we’re in the midst of the World Cup, and it’s a marketer’s goal to deliver content that’s timely and relevant, we’re going to reference all soccer-related advertising for the provided search, display, shopping, and video campaign content.

Now, if your business is not entirely sure what goals or objectives mean in Google AdWords, they’re simply tactics your organization can use to strategize your B2B or B2C marketing efforts to help achieve success.

As your team creates each campaign they select a strategic objective and keep in mind that they will build campaigns around that specific objective.

After your team selects the campaign goals, they can select the type of campaign they’d like to run. This will regulate where a prospective customer sees your ads, and once your organization specifies the campaign type, they’ll be able to choose the platform on which you’d like your ads to appear.

What Kind of Campaigns Can You Create in Google AdWords?

  • Search
  • Display
  • Shopping
  • Video

Now, for every campaign, you have a strategic set of goals that you can accomplish.

What Kind of Goals Can You Set in Google AdWords?

  • Sales
  • Leads
  • Traffic
  • Product & Brand Consideration
  • Brand Awareness

As stated earlier, your customers aren’t all looking for the same brand journey.

Some are trying to be educated and pulled into your brand family, where some may be ready to purchase your products or services. That’s why your business goals and marketing objectives should all speak to a specific audience.

So, what kind of AdWords campaigns should your organization be running? We’ll dig into those right now.

Google AdWords Search Campaign

Google AdWords search campaigns are an effective strategy to start the purchasing or conversion process for a potential customer. Your brand can use bidding strategies aimed at driving clicks, increasing conversions, improving ROI, or spreading awareness, while showing consumers your products and services as they browse search engines.

They are also very useful when your organization is attempting to gain website traffic by aiding customers to find potential product options or ads with relevant, dynamic headlines, extensions, and bidding strategies that can increase visits to your site.

A simple search for “world cup jerseys” produced the following search result in Google:


There are three main goals for any given Google AdWords search campaign type. So, if your business objectives are to increase sales, leads or website traffic, a search campaign would be a strategic plan of attack.

1. Increase Sales:

  • Boost sales or conversions online, in-app, by phone, or at your retail location from a new client base.
  • Attract customers who have already introduced themselves to your brand and are close to making a purchase decision.

2. Lead Generation:

  • Entice prospective customers to join your brand family or services by signing up for newsletters, loyalty programs, email lists, or simply by providing their contact information.

3. Surge Website Traffic:

  • Appeal to potential customers or businesses to visit your website or landing pages and learn about your organization.


Google AdWords Display Campaign

Google AdWords display campaigns are an incredibly broad digital marketing strategy with a multitude of targeting tactics so your organization can tap into the psychology behind your prospective customer’s purchase decision. They can also aid your business in aligning your marketing objectives with its overall business goals.

Your organization can use display campaigns to complete these Adwords objectives:

  • Remarket and drive conversions
  • Become part of a customer’s purchase decision
  • Find signals of intent for particular products or services
  • Use as a prospecting play

Your team can create a custom intent audience by using in-market keywords. They simply enter relevant keywords or URLs that are directly related to products and services that your audiences are researching online. This will allow your organization to define and reach the ideal customer for your business, ensuring your team goes beyond the basic audience categories and can reach consumers as they’re making a purchase decision.

Your organization also has the option for Google to automatically create your campaigns. Google will use machine learning to analyze your current campaigns and auto-create custom intent audiences. These audiences are based on the most common keywords and URLs found in content that people browse while researching products or services.

Display campaigns are also incredibly effective at driving potential customers to your website and can visually inspire users to choose your brand and increase your organization’s awareness.

With strategies such as automated bidding, detailed targeting, and ad creation, these visually appealing ads help drive engagement and sales. Display ads will also help build brand recognition and attract new customers by capturing their attention.


There are five main Adwords objectives for any given Google display campaign type. So, if your business goals are to increase sales, leads or website traffic, or build brand consideration and awareness outside your market, a search campaign could be a suitable plan of attack.

1. Increase Sales:

  • Motivate prospective customers to purchase products while they are performing searches.
  • Re-establish your brand to customers who have already contacted your organization or are close to making a purchase decision.

2. Generate Leads:
Encourage users to show interest in your products or services by signing up for a membership, loyalty program, newsletter, or simply by providing their contact information.

3. Surge Website Traffic:
Display images are an efficient, inexpensive, and visually striking way to drive potential customers to visit your website.

4. Gain Product Consideration:

  • Convince potential customers to educate themselves on what your organization offers.
  • Pursue customers as they view other websites and loop them into what makes your products or services unique.

5. Grow Brand Awareness

  • Increase your market share and the awareness of your brand and its products or services.
  • Notify customers to new product releases or business expansions into new areas.

Google AdWords Shopping Campaign

Google AdWords shopping campaigns are an incredibly effective visual and text-based strategy to drive sales or conversions from customers who are inching closer to a purchase decision.

If your brand is looking to get into prime real estate on Google’s search result pages and introduce your products to new customers or ones that have already contacted your organization, shopping campaigns combine the best of both worlds.

With every shopping campaign, you get to both visually showcase your product, as well as offer a text description with reviews, which makes it a very effective strategy towards completing sales goals. They are the perfect little nudge to push a consumer towards making the purchase decision.


1. Skyrocket Sales:

  • Drive sales or conversions online, on your app, by phone, or at your retail locations.
  • Improve outreach to prospective customers who have already contacted your business or are farther down the purchase funnel.

2. Gain Leads:
Inspire customers or businesses that are interested in your products or services to sign-up for loyalty programs, email lists, and newsletters by providing their contact information.
3. Improve Quality of Web Traffic:
Encourage potential customers to visit your website and educate themselves about your brand and have your website continue the brand journey.

Google AdWords Video Campaign

There’s no question, video is king in 2018, and it’s showing no signs of stopping. If your brand is looking for an empathetic and organic avenue towards increasing brand awareness and product consideration, Google AdWords video campaigns are highly recommended for all B2B and B2C marketing efforts.

Click image to watch video

1. Product & Brand Consideration:

  • Incite potential customers to consider your brand and products when they are researching or shopping for themselves.
  • Organically engage with customers who have shown interest in your organization.
  • Entice users to purchase your services and products in the future.

2. Brand Awareness:

  • Creatively expand your brand audience in a creative and efficient manner.
  • Target relevant audiences interested in your kind of content and seamlessly build your organization’s awareness.

Ultimately, the PPC Specialists at ClickScore would suggest testing a variety of ad formats and then review your findings to see what strategy is completing your goals and your customers “jobs-to-be-done” the best.

Finally, Don’t Forget to Set Up Conversion Tracking

By using AdWords conversion tracking your team will be able to see which campaigns are producing goals, and by studying that data your team will be able to adjust your bids based off of what’s working and what’s not.

  • Gain a better understanding of your ROI and make educated decisions about your bidding strategy.
  • Know which keywords, ads, and campaigns are best at accomplishing your goals.
  • Utilize “Smart Bidding” strategies, such as enhanced CPC and targeted CPA, these will automatically optimize your campaigns directly in line with your business goals.

To Sum Up Adwords Objectives & Goals:

If your business is in need of increasing conversions or lead generation online, focus on the well-being of your customers by strategizing your B2B and B2C objectives around their “jobs-to-be-done,” and your organization is sure to reach and exceed your goooaaallllssss…

Google AdWords Campaigns to Test:

  • Search
  • Display
  • Shopping
  • Video

Google AdWords Goals to Set:

  • Sales
  • Leads
  • Traffic
  • Product & Brand Consideration
  • Brand Awareness

The purpose of any advertising campaign is to improve your customer’s life. Set the right goals so your team is certain they’re adding value and solving the pain points that your team is discovering through their search engine research.

If your organization is still shaking its head over marketing goals and Adwords objectives, and what strategies your company should implement to increase brand awareness and maximize profits, reach out to one of ClickScore’s AdWords Specialists or simply connect to ClickScore for your free Google AdWords report.

A minute of your time could improve user experience and save you thousands in ROI.

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About ClickScore

Your ClickScore is a summary of overall AdWords performance that considers industry, number of keywords, campaign age, quality of keywords and more.