Understanding GO Campaign Goals
Think of your campaign goal as a brief for Criteo AI. You tell GO what you want to achieve, and AI takes over by automatically adjusting your targeting, bidding, and ad delivery to hit that target.
It's the first decision you'll make when creating a campaign, and the most important one to get right. GO offers three campaign goals. Each one is built for a different moment in the relationship between a shopper and your brand.
Drive discovery: Reach shoppers who don't know you yet
Drive discovery grows your audience by putting your brand in front of shoppers who've never visited your site. GO identifies and targets highly relevant new shoppers across web, app, and social before they even start searching for new products.
Acquire new customers: Turn interest into a first purchase
Acquire new customers targets high-intent prospects who've already shown interest in your brand or category, from shoppers who've browsed your products to those who've visited your site but haven't bought yet.
Maximize conversions: Drive more sales from shoppers who already know you
Maximize conversions re-engages your past visitors and buyers and brings them back to purchase. It's focused on driving more sales and revenue from the audience you've already built.
How do the goals differ from each other?
| Drive discovery | Acquire new customers | Maximize conversions |
Who sees your ads | Shoppers who'venever interacted with your brand | High-intent prospects and shoppers who'veshown interest in your brand or category, but have never bought from you | Past visitors and buyers |
Optimizes for | Reach | First-time purchases | Sales or revenue |
Key metrics | Exposed users, reach | First-time buyers, Customer acquisition cost | ROAS, revenue, sales |
Best for | Building awareness and growing your audience | Converting interested prospects into buyers | Driving repeat purchases and maximizing revenue |
Which goal is right for you?
Not sure which goal to choose? Here's a quick guide:
If you want to | Choose this goal |
Reach new shoppers who've never heard of your brand | Drive discovery |
Convert site visitors and prospects who haven't bought yet | Acquire new customers |
Drive more purchases from existing visitors and customers | Maximize conversions |