Advertising goals are what the company aims to achieve by running an advertising campaign. There are three main ones: to inform, persuade, and remind. However, there are many more of them. How to set goals for an advertising campaign?
The goals of an advertising campaign are the basis for knowing what you are aiming for. Thanks to them, we can constantly monitor progress, analyze the current state of the company, verify key performance indicators, evaluate the results of activities, and develop a plan to achieve goals. Moreover, they facilitate the overall organization and efficient use of our campaign budget. Precise definition of the goal is the key to achieving satisfactory results.
What is an advertising campaign?
An advertising campaign is an action strategy that is an element marketing plan enterprises. This is not a single advertisement, but a group of coordinated and organized activities carried out in various channels of communication: radio, Internet, press, television, outdoor. Quite often, it is also based on the work of a marketing agency, which watches over their proper implementation: plans, implements, monitors and analyzes. There are many different campaigns: content marketing campaign (content-based), promotional campaign on the Internet, product, social media, image or PCC campaign based on the click-through rate. Each of them will have different set goals that can be measured by appropriate ratios.
Basic goals of the advertising campaign
The advertising campaign is to inform about products or services, among other things. About their price, quality, properties or parameters, providing a logical reason why the customer should buy a given product. Thanks to information, the company educates potential consumers building brand awareness, services and products. Advertising is also supposed to convince people to buy a product or use a service, emphasizing that it is thanks to these specific products that their need will be met. It often refers to the emotions of recipients and influences the consumer to make a decision and engage in a given brand. The basic goals of the advertising campaign are also reminding regular customers about the company's products and services to continue their purchases with us.
Introducing a new product
The goals of the advertising campaign will differ depending on what we strive for. One of the most common reasons why we design an ad is launching the product on the market. Is it because of a completely new brand or already existing in the minds of consumers. The goal may also be to attract new customers and convince them to move away from the existing brand in favor of ours. An equally frequent measurable goal is simply to increase sales of our product by x percent.
The goals of the advertising campaign may also be related to rebranding, when we want to change the perception of our brand through, for example, new visual identification. And they can also be related to repositioning: that is, changing product characteristics, packaging, prices, etc.
Create product awareness
An advertising campaign is also often intended to attract attention, i.e. create awareness of the product among potential consumers. Examples include banks that set up awareness campaigns. Advertisements about the benefits of saving, funds or credit cards build consumer awareness.
Brand positioning in the mind of the customer is another feature of the advertising campaign. Ralph Lauren or Gucci are companies clearly positioned as premium. In turn, the Xiaomi brand wants to exist in the minds of consumers as the cheapest replacement for expensive electronic devices. This goal combines three primary campaign goals: remind consumers about your brand, persuade them to your brand, and inform about your brand.
Internet advertising campaign targets
Online advertising campaign goals can be divided into both branding (brand-focused) and sales goals. Among the branding ones, one can distinguish: increasing brand awareness, market education or content distribution. In turn, sales are, of course: increase in sales, increase in engagement, increase in the number of users, or even setting a measurable goal in the form of increasing traffic on your website or on social media profiles x the number of visitors.
Properly established goals of an advertising campaign are the key to success
Entrust them to specialists!
SMART advertising campaign goals
When setting any advertising campaign goals, remember about marketing purposes determined by the SMART method. This analysis tells us that all goals should be: detailed, measurable, achievable, realistic and set over time. Thanks to it, we can select a goal that will be possible to achieve. It also gives a sense of motivation and avoids ambiguity and ambiguity. On the other hand, performance indicators help us in setting the achievement of goals. By determining what we want to measure, we receive feedback on whether the campaign has brought results. The measure may be: the number of views of our website, the number of purchased goods, the number of newsletter subscribers and many others.