How to Identify the Right Campaign Objectives?
Now that we understand what campaign objectives are, let's explore how to identify the right objectives based on specific business problems.
The key is to recognize the symptoms of different marketing challenges and align your campaign objectives accordingly.
- Lack of Awareness:
→ Business Problem: Lower funnel ads are not converting for new brands, or ad frequency builds up quickly when scaling down-funnel ads for existing brands.
→ Campaign Objective: Build brand awareness. Focus on reaching a wider audience and introducing your brand to potential customers.
- Low Interest Despite Awareness:
→ Symptoms: Low engagement on ads, website, or app after users land on them.
→ Campaign Objective: Drive engagement. Create campaigns that encourage interaction with your brand's content, products, or services.
- Interest Without Conversion:
→ Symptoms: People are aware and interested, but conversion rates are low.
→ Campaign Objective: Drive conversions. Focus on persuading interested customers to take the final step and make a purchase or sign up.
By identifying which of these problems your business is facing, you can set appropriate campaign objectives. Remember, your objective should directly address the specific challenge you're facing in the customer journey.
In the next concept, we'll explore the marketing funnel in detail. This will provide a framework for understanding how these business problems and campaign objectives fit into the larger customer journey.