Question: Lucy is creating a new Display campaign with the goal of building awareness. Which two targeting options might be suitable for her to use? (Choose two.)
- Demographic targeting
- Custom Intent audiences
- In-Market audiences
- Standard remarketing
- Affinity audiences
Explanation
Designing a campaign to build top-of-funnel visibility requires selecting audience segments that maximize broad network reach rather than focusing on immediate transactional intent. Utilizing demographic targeting allows advertisers to serve impressions to large groups of users based strictly on broad physical or life-stage traits like age, gender, or parental status. Expanding this reach with affinity audiences captures users based on their sustained lifestyle habits, passions, and long-term browsing behaviors. Combining these expansive classification methods ensures the promotional messaging achieves maximum exposure among individuals whose general profiles align with the brand identity.
Why the other options are incorrect
Custom Intent audiences prioritize users actively researching specific keywords or URLs related to a product, which aligns with consideration rather than broad awareness.
In-Market audiences focus exclusively on individuals demonstrating immediate, short-term purchase intent for specific categories rather than capturing generalized lifestyle traits.
Standard remarketing serves ads only to previous website visitors, inherently limiting reach and focusing on bottom-of-funnel conversions instead of acquiring new visibility.
Source for verification
https://support.google.com/google-ads/answer/2497941
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