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About goals in the new AdWords experience

This article only applies to the new AdWords experience. Determine which AdWords experience you’re using.
If the information in this article doesn’t reflect what you’re seeing in your account, you may have a different version of goals. For information on your version, please see this article.

Goals ease your decision-making when you create a Search or Display Network campaign by guiding you to the specific features designed to help your campaign succeed. A simple and streamlined way to find and use the best features for your campaign's particular needs, each goal corresponds to an action you'd like your customers to take. If there are multiple actions you want your customers to take, you can select multiple goals within the same goal category.

This article explains how goals work and defines what each goal can do to help improve the performance of your campaigns. 

How goals work

When you create a Search or Display Network campaign, you can select goals that correspond to the actions you'd like your customers to take. After selecting a goal, or multiple goals within the same category, you'll see recommended features and settings that can help you get the results you want.

For example, if after viewing your ads you want people to buy your products on your website and join an email newsletter, you can select the "Buy on your website" and "Express interest on your website" goals. As you set up your campaign after selecting these goals, you'll see features and settings that can help generate sales on your website and get customers close to a purchase decision to begin the purchasing or conversion process on your website. Keep in mind you can only use multiple goals when they belong to the same goal category, such as the "Buy on your website" and "Express interest on your website" goals in the "Drive action" category.

You can add or remove a goal at any time and, if you want, choose not to use a goal and create your campaign without seeing a goal's recommendations. 

Goals aren't available yet for Shopping, Video, and Universal App campaigns in the new AdWords experience. Stay tuned.

Goals for Search Network campaigns

Goal Category When to use it Types of features
Visit your website Influence consideration
  • Starting a new business or product
  • Selling a product you want to differentiate from what similar advertisers offer
  • Encouraging customers to explore what you offer
Features that help researching customers find potential product options, such as ads with relevant, dynamically generated headlines, extensions, and bidding strategies that can help increase visits to your site
Express interest on your website Drive action
  • Finding customers close to making a purchase decision, for example those who have completed a contact form or joined a newsletter
Features that start the conversion process such as audience targeting, extensions, and ads that show to people as they browse sites, videos, and apps that partner with Google
Buy on your website Drive action
  • Selling an established product or service
  • Closing a sale or conversion with customers who are ready to act
Features that start the purchasing or conversion process, such as biding strategies aimed at clicks, extensions, and ads that show to potential customers as they browse, sites, videos, and apps that partner with Google
Call your business Drive action
  • Closing a sale or conversion with customers who are ready to act
Features that help you reach relevant customers, such as call-only ads, bidding strategies aimed at clicks, and extensions

 

Goals for Display Network campaigns

Goal Category When to use it Types of features
Be reached by ad Build awareness
  • Starting a new business or product
  • Expanding your business into a new area
  • Introducing customers to what you offer
Features that help you reach a broad consumer audience and maximize your exposure, such as demographic targeting, affinity audience targeting, and viewable CPM bidding
Visit your website Influence consideration
  • Selling a product that requires you to educate your customer
  • Selling a product you want to differentiate from what similar advertisers offer
  • Encouraging customers to explore what you offer
Features that help researching customers find potential product options, such as in-market audience targeting and engagement ads
Express interest on your website Drive action
  • Finding customers very close to making a purchase decision, for example those who have completed a contact form or joined a newsletter
Features that start the conversion process, such as remarketing and Target CPA bidding
Buy on your website Drive action
  • Selling an established product or service
  • Closing a sale or conversion with customers who are ready to act
Features that start the purchasing or conversion process, such as remarketing and Target CPA bidding

 

Create a campaign with goals

  1. Sign in to your AdWords account.
  2. In the page menu along the left, click Campaigns
  3. Click the plus button , then select New campaign
  4. Select a campaign type. Note: At this time, to use goals you must select either the Search Network or the Display Network.
  5. Select a goal, or multiple goals from the same category, enter any optional setting you want, then click Continue. As you continue setting up your campaign you'll see features specific to the goals you chose.
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