To succeed, any project needs clear, effective goals. This article provides three tips on setting effective money-making goals when using Google Ads.

Tip 1: Make Use of the Data

Google Ads provides data to its users right off the bat. For instance, the Keyword Planner tool can project how effective an ad is likely to be even before you’ve posted it.

Once you’ve been running ads for a while, you’ll have even more data to work with. For instance, the platform will provide you with measures called Key Performance Indicators. These can show you how many impressions each ad is generating—that is, how often your ad displays to its audience. You can also glean information on each ad’s click-through rate, conversion rate, cost per conversion, and more.

Tip 2: Continually Tweak Your Goals

The data described above can help you see what’s working well and what needs adjustment. For instance, if you notice that your search-based ads don’t perform well at certain times of the year, you might want to scale back on focus on other methods, such as display ads. Display ads focus on raising awareness of your company rather than selling a specific product.

As an example, this shift could be helpful for a company that sells winter gear: In colder months, the company might focus on selling specific gear, but during warmer months, the company might focus on making customers aware of the brand in general. 

Tip 3: Set Smaller, Specific Milestones 

Long-term goals are important, but it’s much easier to reach them if you set smaller, specific milestones to target along the way. For instance, if one of your products isn’t selling well, you might set a goal of boosting it to a certain number of sales in a quarter by using the Merchant Promotions feature of Google Ads. Small steps like this, combined with smart use of data and defined but flexible goals, can help you get the most out of your campaigns.