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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Setting advertising goals

For companies that are interested in branding, clicks and engaged visitors are sufficient. However, for most businesses, the ultimate goal is not simply a click, or a website visit, but a sale or a lead. This type of action that we want website visitors to ultimately take on our website is also known as a conversion.

Getting ready

Before you start spending money on AdWords, you will want to determine what you'd like your visitors to do once they come to your website. It's important to understand your end goal so you can properly track and measure results of your ad campaigns.

How to do it...

Think about what you would like your visitors to do once they come to your website. The following are some common conversion goals advertisers ...

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