As you can imagine, I get asked a lot of questions on a daily basis from clients. I try to take the most common questions and roll them up into video and blog content here at Data Driven Design.

One of the most frequent but really basic questions I've been asked lately is around the Ad Objectives from both Facebook and Google Adwords Express.

Ad objectives are essentially just the options given by each platform at the initial part of creating your ad. Here's what it looks like in Google Adwords Express...

And here's what it looks like in Facebook...

Quite simply, each platform will essentially track the same data, regardless of which option you pick. Facebook has some exceptions, but we'll save those for another time.

The main reason why each platform separates these options out is because they each have algorithms that can identify users more likely to perform the goal or objective you selected at the beginning of creating your ad.

For Google Adwords Express, it means that if you select the "Visit Your Storefront" objective or "Take an action on your website" objective, you can still have a phone number people can call, and it will still track your verified calls, but it will SHOW YOUR AD to those more likely to "visit your storefront" if that's the objective/goal you chose.

Same with Facebook Ads. In the video below, I explain two different ads with the same budget, run for the same time period. But the one with the "Link Clicks" objective generated a sh!t ton of link clicks but $0 in revenue, while the one with the "Purchases" objective generated a 5x return on ad spend revenue number.

Thanks for reading and have a great day!

Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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