Before starting a campaign with AdWords, it’s worth thinking about the objectives of this marketing tool. AdWords customers typically want to achieve the following goals when they place their ads on Google or the Google Display Network:
- Increase market awareness
- Increase website traffic
- Generate leads
- Improve sales
- Generate visits to offline stores
AdWords is a powerful tool with an enormous global reach through the Google search engine and Display Network. However, advertising budgets are normally quite limited, while profitable keywords and online advertising spaces are fiercely competitive. The challenge of running a successful Google AdWords campaign is to optimize displays for their selected marketing aim and display them where they can be most effective. How advertisers manage this is discussed in depth in our article on AdWords optimization.