Question: Jack's setting up a Display campaign. He wants to grow as many sales as possible while making sure conversions, on average, don't exceed a certain cost. Which Smart Bidding option is the best?
- Jack should use Maximize Conversions because it doesn't require historical conversion data.
- Jack should use Target Impression Share because it grows both awareness and conversions at an assigned cost point.
- Jack should use Enhanced CPC because it offers the greatest amount of control over the bidding process.
- Jack should use Target CPA because it grows conversion volume at his target cost-per-acquisition.
Explanation
This goal requires a Smart Bidding strategy that optimizes for as many conversions as possible while controlling the average cost per conversion. In Google Ads, Target CPA is designed to set bids based on the likelihood of conversion and aim for the target acquisition cost that has been set. That makes it the right fit when sales volume matters, but average acquisition cost must stay within a defined threshold. Target Impression Share focuses on visibility, while manual-oriented bidding options do not optimize directly toward conversion cost in the same way. Google Help+2Google Help+2
Why the other options are incorrect
Maximize Conversions can drive more conversions, but by itself it is designed to spend the budget to get as many conversions as possible rather than primarily hold to a specified average acquisition cost. Google Help+1
Target Impression Share is built for impression visibility goals, not for maximizing sales at a controlled acquisition cost. Google Help
Enhanced CPC adjusts manual bids to help get more conversions, but it does not operate as a dedicated average-cost-per-acquisition strategy. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/6268632?hl=en
https://support.google.com/google-ads/answer/2472725?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.