“What do you want to achieve with this campaign?”

Yes, clients can harbour somewhat unrealistic expectations of getting EVERYTHING they want out of a single advertising campaign - but what is their primary goal?

What is their absolute non-negotiable objective?

The following are the three main objectives you can have for a digital campaign:

AWARENESS - Your client wants their ads in front of as many people as possible!

A great example of an awareness campaign is a brand-new business hoping to spread the word about their existence and get the community talking about them.

Another great example is a non-profit/government organization advertising an important message to the community – be it a PSA or an urgent update.

Awareness campaigns are best used for clients that care more about impressions – the overall people seeing/hearing their ads - than the click or conversion count.

CONSIDERATION – Your client wants quality leads from promising consumers!

Consideration is for when you’re targeting the right people – I.E. those searching for, exploring, or showing interest in info related to your client’s product/service.

Otherwise known as high-quality leads that will click on ads that direct them to a secondary page including a way to phone, email, or fill out forms for your client.

A great example of a consideration campaign would be, for instance, a dealership looking for people interested in purchasing used vehicles to fill out a contact form.

Consideration campaigns are for clients who care about getting qualified leads they can follow up on, but also want to build brand familiarity/trust.

CONVERSION – You are delivering the customer directly to your client!

Conversion is like giving someone the final push they need to buy something they’ve been interested in for a while by placing ads directly in front of them.

Conversion campaigns are best used for businesses wanting confirmed sales/actions from advertising, including bookings, subscriptions, or purchases.

These campaigns do require more attention and detail - including extra set up and care as they require the installation of a pixel tracking system on the client's website and other considerations.

A great example of a conversion campaign is an online retail store using a pixel to track someone that sees their ad, clicks on it, and processes a full check-out.

Conversion campaigns are best for clients that care more about getting confirmed sales or actions from their advertising, than impressions or click-throughs to leads.

Another way to think of these campaign objectives is:

Awareness = Creating Interest

Consideration = Generating Demand

Conversion = Taking Action

*A Pixel is a piece of digital code provided by Vista Reach for your client to either install or get their web developer to install into the backend of their website to properly track conversions based on a decided upon metric (for instance completing a cart check-out on an online store).

A full explanation on what a pixel is, what campaigns/products can use it, and how to get one/explain it to your client will be covered in our product and campaign learning modules.

What Are the Three Main Campaign Types?