An education company is preparing to run a marketing campaign for their app. Identify three factors that the company should consider when determining the objectives for their upcoming campaign. (Choose three)

When setting objectives for a Google App campaign, it's essential to align marketing efforts with the app's specific context and the company's broader strategy.

Analysis of Correct Answer(s)

• Business goals: App campaign objectives must directly support the company's overall mission. Whether the goal is to increase market share, boost profitability, or establish brand leadership, the campaign's purpose should be clearly linked to these high-level business outcomes.
• Stage of app maturity: An app's lifecycle dictates the most appropriate campaign focus. A new app should prioritize building a user base through install volume campaigns. A mature app with an established audience should focus on driving in-app actions to increase engagement, retention, and lifetime value (LTV).
• App-specific goals: These are the specific, measurable actions you want users to complete. For an education app, this could be signing up for a trial, completing a lesson, or purchasing a subscription. Defining these goals is crucial for setting up conversion tracking and optimizing the campaign for performance.

Analysis of Incorrect Options

• Annual revenue: This is a high-level business result, not a foundational factor for setting a single campaign's objective. A well-defined campaign objective (e.g., driving 5,000 subscriptions) contributes to annual revenue, but isn't the starting point for objective-setting itself.
• Competitor strategy: While analyzing competitors is important for overall market strategy, your campaign objectives should be internally driven by your goals. Reacting solely to competitors can lead to a misaligned strategy that doesn't serve your unique business needs or app lifecycle stage.