Question: Akira works for an online retailer and has been asked to come up with an advertising campaign to expand the company's customer base and reach customers with a high intent to purchase. He wants to create a Display campaign. How should he best set up consideration audiences to achieve his goal?
- Set up lower CPA bids for in-market audiences.
- Include existing users from remarketing and customer match lists.
- Combine custom affinity and similar groups into a single campaign.
- Set up higher CPA bids for custom audiences.
Explanation
In current Google Ads terminology, custom audiences are managed as custom segments. These segments can be built with keywords, URLs, and apps that reflect user interests and purchase intent, which makes them useful for reaching new prospects in the consideration stage. Using a higher target CPA for that audience gives bidding more flexibility to compete for users who are more likely to convert. That setup supports expansion to new customers while still focusing on stronger conversion intent. Google Help+2Google Help+2
Why the other options are incorrect
A) In-market matches high intent, but lowering the CPA bid reduces bidding pressure instead of prioritizing that audience. Google Help+1
B) Remarketing and Customer Match focus on existing users or known customers, so they do not best fit a new-customer expansion goal. Google Help+1
C) Custom affinity is broader and more awareness-focused, and combining it with similar groups in one campaign reduces control over a high-intent consideration strategy. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/9805516
https://support.google.com/google-ads/faq/10286469
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