Question: Susan's manager has asked her to implement a new Google Display ad campaign, to help liquidate out-of-season inventory and make room for next season's product lines. Which Smart bidding strategy would be best suited for the campaign's objective?
- Maximize Conversion Value
- Target ROAS
- Maximize Conversions
- Target CPA
Explanation
Target CPA is the best fit when the goal is to increase conversion volume while keeping the average cost per conversion around a defined amount. Google Ads classifies Target CPA as a Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-action that is set. This matches a sales objective that still needs cost control on average. It is more precise for this goal than strategies built mainly for traffic, visibility, or manual bid control. Google Help+1
Why the other options are incorrect
Maximize Conversions is designed to get the most conversions while spending the budget, but by itself it does not primarily optimize toward a specified average acquisition cost. Google Help+1
Target Impression Share is focused on impression visibility, not on maximizing conversions at a controlled cost-per-acquisition. Google Help
Enhanced CPC adjusts manual bids to help increase conversions, but it is not the dedicated Smart Bidding strategy for hitting an average CPA target. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/6268632
https://support.google.com/google-ads/answer/2472725
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.