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The "root points" or primary categories for Google Search Ads campaign objectives can be summarized as:
Conversion-Oriented: These objectives are for businesses aiming for direct, measurable actions on their website or app.
Sales: To drive online sales, in-app sales, phone calls, or store visits. Use when your goal is immediate revenue or transactions.
Leads: To gather contact information from potential customers through form submissions, sign-ups, or calls. Use when your sales cycle involves nurturing prospects.
App Promotion: To increase app installs or in-app engagement. Use specifically for mobile applications.
Local Store Visits and Promotions: To drive foot traffic to physical business locations. Use for brick-and-mortar stores.
Awareness & Engagement-Oriented: These objectives focus on building brand recognition and user interaction, often higher up in the marketing funnel.
Website Traffic: To send a large volume of relevant users to your website. Use when the goal is content consumption, initial discovery, or filling the top of the sales funnel.
Product and Brand Consideration: To encourage users to explore your products or services, often through videos or interactive experiences. Use when you want to influence consideration before a purchase.
Brand Awareness and Reach: To maximize visibility and exposure for your brand or message to a broad audience. Use for large-scale branding efforts.
