About Campaign Objectives in Google Ads

Using an objective eases your decision-making when you create a campaign in Google Ads by guiding you to the specific features designed to help your campaign succeed. When you create a campaign, you can select an objective. The objective you select should align with the main thing you want to get from your campaign, for example, Sales or Website traffic. After selecting an objective, you’ll view relevant, recommended features and settings to help you achieve the results that matter most to your business.

Note: When creating a Google Ads campaign, some users may be asked to select their campaign objectives before the campaign type.

How Objectives Work

When you create a campaign, select an objective that corresponds to the main thing you want your campaign to achieve for your business.

For example, if after viewing your ads you want people to visit your website, you can select the “Website traffic” objective. As you set up your campaign after selecting this objective, you’ll view recommended features and settings that can help generate visits to your website.

You can add or remove an objective at any time and, if you want, choose to not use a goal and create your campaign without viewing an objective’s recommendations. To view more information about each objective type and some of the highlighted features each objective recommends, simply place your cursor over an objective.

After you select campaign objectives, you can select the type of campaign you’d like to run, which determines where customers view your ads, as well as the settings and options available to you. Once you specify a campaign type, you go on to select the networks in which you’d like your ads to appear.

Note: You can select ‘Create a campaign’ without specific objectives, but this will slow down the machine learning process in recommendations. When you select an objective, the machine learning has the first insights on what to recommend to the created account.