Selecting the right objective is dependent on the SKUs being supported.
Launch a new product : Focus on new product SKUS and build awareness as measured by improved Share of Search.
Promote ‘Must Win’ Priority Products: Prioritize products by profitability and organic ranking with a focus on attributed ROAS.
Conquesting Competitors: Target similar competitor products to steal share as measured by increase conversion rates. Carefully monitor CPCs to ensure cost of winning doesn’t dramatically increase offsetting wins.
Increase sales of secondary SKUs: Boost visibility for products that have less priority with a focus on overall attributed online sales growth.