Question: Javier wants to use a Display campaign to grow sales while making sure conversions, on average, don't exceed a certain cost. He is intrigued by the Smart bidding options available. Which option should he prioritize, and why?
- Target Impression Share, because it grows both awareness and conversions at an assigned cost point.
- Maximize Conversions, because it doesn't require historical conversion data.
- Target CPA, because it grows conversion volume at his target cost per acquisition.
- Enhanced CPC, because it offers the greatest amount of control over the bidding process.
Explanation
Target CPA is designed to increase conversion volume while aiming to keep the average cost per action at the target that has been set. Google Ads classifies it as a Smart Bidding strategy for advertisers who want to focus on conversions at a specific cost level. That makes it the best fit when sales growth matters, but the average acquisition cost must stay under control. It aligns directly with a conversion goal tied to a defined cost threshold. Google Help+1
Why the other options are incorrect
Target Impression Share focuses on impression visibility, not on increasing conversions at a controlled average cost per action. Google Help
Maximize Conversions is for getting as many conversions as possible without primarily targeting a specific CPA. Google Help
Enhanced CPC adjusts manual bids to help increase conversions, but it is not the dedicated Smart Bidding strategy for maintaining an average cost per action target. Google Help
Source for verification
https://support.google.com/google-ads/answer/6268632
https://support.google.com/google-ads/answer/2472725
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