Campaign objective

Choosing the right campaign objective is an important part of setting up your campaign. Your objective defines what you want to achieve and determines how the campaign will optimise towards that goal.

Choose the objective that best matches your main KPI.

Choose Brand Awareness when your main goal is to maximise exposure and reach your target audience within your available budget.
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The campaign will optimise towards impressions, making this objective suitable for campaigns focused on increasing visibility and keeping your brand top of mind.
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The Brand Awareness objective uses CPM as its optimisation goal.

Choose Website Visits when your main goal is to drive traffic to your website or landing page.
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The campaign will optimise for clicks and focus delivery on opportunities more likely to generate traffic within your available budget.

Website visits objective uses CPC as an optimisation goal.

Choose Website Conversions when your main goal is to generate a specific action on your website.
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A conversion can be any action you have defined and can track, such as a registration, first deposit, purchase, subscription, or completed form.
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Once conversion tracking is in place, the campaign uses conversion data to learn and optimise delivery towards generating more of your selected conversion event.

Website conversions objective uses CPA as an optimisation goal.

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Choose ROAS when your main goal is to optimise towards the value generated by your conversions, rather than the number of conversions alone.
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ROAS measures the relationship between your advertising spend and the conversion value attributed to your campaign. This makes it useful when different conversions can generate different values.
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To use ROAS optimisation, your conversion tracking needs to include an order or conversion value. Match2One can then use this data to optimise towards your selected ROAS goal.

Return on ad spend objective uses ROAS as an optimisation goal.