Question: Shannel works for a marketing team at a toy company. She has been asked to come up with a campaign to bring more awareness to a new Christmas toy they've created. How should Shannel set up awareness audiences for Google Display ads?
- Use top performing keywords for custom audiences.
- Tag all pages within the company website or app.
- Include existing users on remarketing lists.
- Create a separate campaign or ad group for each desired audience.
Explanation
For awareness-focused Display targeting, each intended audience should be separated into its own ad group or campaign. Google Ads guidance says advertisers with distinct targeting strategies and matching creatives should separate each target audience into individual ad groups. This keeps audience targeting, messaging, and optimization aligned to one audience at a time. It also makes performance reporting cleaner, which is important when comparing how different awareness audiences respond. Google Help
Why the other options are incorrect
Top-performing keywords Keywords can inform a custom segment, but they do not replace the structural best practice of separating each audience into its own ad group or campaign. Google Help+1
Tag all pages Tagging supports your data segments and remarketing, not the main setup practice for organizing awareness audiences. Google Help
Existing users on remarketing lists Remarketing focuses on re-engagement, while awareness campaigns are typically structured for prospecting audiences. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/15594567
https://support.google.com/google-ads/answer/2497941
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