- [Instructor] Before starting any online advertising,
it's important to identify what you hope to gain
from your efforts.
Do you want to increase traffic to your website?
Drive more phone calls through your sales team?
Would you like more customers to come through your doors?
Or maybe for people to learn about a very specific product?
Now, these are just a few examples
of possible paid advertising goals,
but with a clear goal, you'll be able to identify a strategy
and evaluate the proper way to measure results.
If you want brand awareness,
you might track impressions over clicks,
whereas a traffic campaign is going to be focused
on the quantity of visitors.
So your goal should be composed of four elements:
the objective, the mindset,
the effort, and the KPI or key performance indicator.
Now your KPI is not just what you're measuring,
but the actual quantity that you hope to achieve.
Let me walk through an example
to show you how I would set this up.
Let's say that we sell coffee products online
and we want more orders on coffee filters and coffee mugs.
So the objective is online sales.
The mindset is reassure me.
The consumer just wants to know
that they're going to get a good quality filter.
The key effort will be to sell filters.
And then the key performance indicator
is to say that we're going to sell 100 filters by October.
So let's look at a second goal.
The second goal is to sell mugs.
And we'll do this again with an online sales objective.
The motivation this time is impress me.
These are the best mugs money can buy after all.
And the KPI for this will be 200 mugs sold by December.
So, we now know that we have to use a ad format
that'll drive traffic to our online store.
And now we'll need to know
that we have to have a method for tracking our mug sales
and our filter sales prior to launching this campaign.
Now we also have some key deadlines to pay attention to.
Now this methodology will help you
not only organize your campaigns,
but it provides you with a tangible goal.
You'll have to work to modify budgets,
tweak those campaigns, and refine your performance
so that you can meet these goals.
And if you fail that's okay.
Failure is how you learn.
I always say that failure is money spent on education,
and money spent on education is never wasted.