Question: How should an advertiser set up a Display campaign in order to expand a company's customer base and reach customers with a high intent to purchase?
- Combine custom affinity and similar groups into a single campaign.
- Set up lower CPA bids for in-market audiences.
- Include existing users from remarketing and Customer Match lists.
- Set up higher CPA bids for custom audiences.
Explanation
In current Google Ads terminology, custom audiences are managed as custom segments. These segments let advertisers define users by keywords, URLs, and apps that reflect relevant interests and purchase intent, which makes them useful for reaching new prospects in a Display consideration strategy. A higher target CPA gives Smart Bidding more flexibility to bid competitively for users with a stronger likelihood of converting. That combination supports customer-base expansion while still focusing on high-intent acquisition. Google Help+2Google Help+2
Why the other options are incorrect
custom affinity and similar groups This mixes broader audience approaches and reduces control over a high-intent consideration setup centered on custom segments. Google Help+1
lower CPA bids for in-market audiences In-market segments fit purchase intent, but lowering bids works against prioritizing those users in auction-time bidding. Google Help+1
remarketing and Customer Match lists Those are first-party re-engagement solutions, so they do not best match a new-customer expansion objective. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/2497941
https://support.google.com/google-ads/answer/6268632
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.