Advertisers should identify specific goals for their AdWords
advertising and manage the campaigns based on those goals.
What’s the goal?
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Increase traffic to business website
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Focus on clicks, CTR, keyword performance, search
terms
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Increase sales or other types of conversions
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Focus on conversion data, destination URLs
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Raise brand awareness
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Focus on impressions, customer engagement, reach and
frequency
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Increase return-on-investment
○
Focus on conversions