Goals and KPIs: why flying blind guarantees campaign failure

In this lesson

1. Three steps: start with SMART business goals, pick the right KPIs, translate them to realistic Google Ads goals.
2. Every goal is either growth or efficiency. You can never maximize both at once.
3. One primary KPI, with guardrail KPIs on the other side.
4. Stay away from vanity metrics: you can't put them in the bank.

Chapters

1. 00:00Introduction
2. 00:20Why goals and KPIs matter
3. 01:45Benefits of clear goals
4. 04:51Consequences of unclear goals
5. 06:56How to set clear goals
6. 11:05Growth vs. efficiency goals
7. 16:25Identifying the right KPIs
8. 22:22Translating business goals to Google Ads goals
9. 30:25Key takeaways

Slides

Resources

Quiz

From the lesson

In this lesson, we're going to zoom in on setting realistic goals and picking the right KPIs for the job. You will learn why setting goals upfront is so important, the consequences of unclear goals or no goals at all, and how to set clear goals and choose the right KPIs.

You can do everything by the book, from an irresistible offer and a high converting landing page all the way to optimal bids and budgets. But if you haven't set any targets and you don't know which KPIs to look at, you're aimless. You don't know if your campaign performance is good or bad, and you don't know where to optimize.