All four advertising goals on one canvas.

Episodes 12–15 walked through the four canonical PPC goal categories one at a time. This episode is a single-page summary you can use as a working checklist when auditing or building an account.

The four goals at a glance

• Reach. Goal = impressions / share of voice. Success metric = impression share at the relevant placements. CPC = priced from a target CPM. Time horizon = bounded. Owner = brand or category lead.
• Clicks. Goal = traffic and creative signal. Success metric = clicks at a placement-segmented CTR. CPC = market-clearing. Time horizon = days to a few weeks. Owner = PPC operator or analyst.
• Units / Revenue. Goal = orders or revenue at a stated PPC share. Success metric = orders per day, revenue per day, ROAS as a sanity check. CPC = derived from CVR and ASP. Time horizon = monthly. Owner = PPC operator.
• Profitability. Goal = ACOS at or under contribution-margin floor. Success metric = ACOS by keyword. CPC = ceiling-bounded. Time horizon = weekly to monthly. Owner = PPC operator with finance sign-off.

Tagging your account

Open the account and label every campaign with its primary goal. Most accounts come out roughly 60 % profitability, 20 % units/revenue, 15 % reach, 5 % clicks. If yours is wildly different, that is the first thing to question.

Common anti-patterns this audit surfaces:

• A "brand defence" campaign that is actually being judged on ACOS. Reach goals lose every ACOS argument; the campaign gets paused; the brand keyword leaks.
• An "auto" campaign that has been running for nine months and is implicitly carrying a unit goal it was never budgeted for.
• A "launch" campaign that quietly transitioned to a profitability goal six months ago but is still bid like it has a launch budget.

One goal per campaign, full stop

A campaign carrying two goals will fail both. Split it. The operational price of more campaigns is small; the analytical price of mixed campaigns is huge.