How to choose a campaign objective
The first question in every ad account stops a lot of people. This page will not choose for you; it explains what an objective does, how it differs from a campaign type and what the choice changes later.
The objective tells the platform what to optimise for
Choosing an objective changes which settings and features the account recommends, and bidding follows the same outcome. It is not a label: it changes who sees the ad and when.
An objective is not a campaign type
The objective says what you want; the campaign type decides where the ad appears — in search results, on video or across the display network. You pick the objective first, then a type that fits it.
Aim at something you can measure
Choose a sales objective without conversion tracking in place and the platform has nothing to optimise towards. An objective you cannot measure is a choice that only looks right.
The choice is not always reversible
In some campaign types the objective cannot be edited after the campaign is created. Getting measurement and the landing page ready first is cheaper than rebuilding the campaign later.
Start from where you actually are
Three common situations, and the question worth asking first in each.
Nobody knows the product yet
With no demand yet, a sales objective can buy expensive results from a narrow audience. Many start with an objective that introduces the product, measure interest, then move to sales.
People already search for this
When the intent exists, the job becomes meeting it: which page they land on and what happens there can matter more than the objective itself.
The sale takes weeks; you need contact first
Long decision cycles tend to use a leads objective. What matters there is not how many forms come in, but how many turn into real conversations.
These are examples; your brand, budget and past data change them. This page does not produce a personal campaign plan — that needs your account's own data.
Common questions
Can I change the objective later?
It depends on the campaign type: some let you add or remove an objective, others cannot be edited after creation. The platform's own documentation says which is which.
Can one campaign have two objectives?
In practice, no. A campaign chasing two outcomes cannot tell which one to optimise for; two campaigns with separate budgets give far more readable results.
What if I do not pick one?
Some accounts let you create a campaign without one; you then get no recommendations and choose every setting yourself. Fine if you know the terrain, hard for a first campaign.
Which metric goes with which objective?
Awareness leans on reach and cost per thousand, traffic on click-through rate and cost per click, sales and leads on cost per acquisition and conversion rate. The metrics calculator works them out.
Where the numbers on this page come from
All of them from the platform's own documentation. Follow the link and read the same line yourself.
Objective chosen. Who builds the campaign?
Describe your product once and Mecrio builds the campaign, produces the creative and gets it ready across nine platforms.
Mecrio is in early access right now: leave your details and we will get in touch when your turn comes.
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