Question: Frank runs a scuba-diving business that offers lessons and sells scuba-diving equipment. Frank wants to engage with users who are researching scuba-diving lessons. Which marketing objective should Frank choose when creating his Display campaign?
- Build awareness
- Influence consideration
- Drive action
- Increase sales
Explanation
Influence consideration is the most appropriate marketing objective for Frank’s Display campaign, as it targets users who are actively researching scuba-diving lessons. This objective is designed to engage potential customers during the consideration stage of their journey, encouraging them to learn more about Frank’s offerings before making a decision.
Why the other options are incorrect
Drive action is focused on encouraging immediate actions like purchases or sign-ups, which is not suitable for users in the consideration phase.
Build awareness aims at increasing brand recognition and is less specific to engaging users who are researching lessons.
Increase sales is more focused on driving direct conversions, which is not aligned with engaging users at the consideration stage.
Source for verification
https://support.google.com/google-ads/answer/6167122
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