Question: Catherine received a significant amount of traffic to her online pet store after launching her Display campaign. Unfortunately, many visitors to her online store didn't make a purchase. When creating a new Display campaign, which marketing objective should Catherine choose in order to reengage with these visitors?
- Influence consideration
- Drive action
- Build awareness
- Increase leads
Explanation
Selecting an objective focused on securing immediate transactions automatically configures the campaign to prioritize final conversions over mere visibility. This specific setup optimally supports remarketing strategies, which specifically target individuals who previously interacted with a website but abandoned their shopping carts. By leveraging these historical behavioral signals, the system actively prioritizes these returning users across the network to encourage them to complete the purchase. This structural choice strictly aligns the underlying bidding algorithms, such as Maximize conversions, toward generating tangible revenue rather than simply acquiring general site traffic.
Why the other options are incorrect
Influence consideration focuses on educating users about products and differentiating from competitors before they are ready to buy, rather than recapturing lost sales.
Build awareness prioritizes maximizing overall reach and ad impressions to broad, new audiences instead of driving immediate financial transactions.
Increase leads is designed to gather user contact information or newsletter sign-ups rather than directly closing e-commerce retail purchases.
Source for verification
https://support.google.com/google-ads/answer/2454022
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 Certification" page.