Question: Quinn recently launched a Display campaign for his women's clothing store. Since the launch, his website traffic has increased, but sales have remained flat. Which story shows Quinn using remarketing to drive action?
- Quinn remarkets using his original business objectives and campaigns, with new users from an uploaded compatible list. By leveraging existing materials, he aims to extend his reach while saving cost.
- Quinn creates a list of cart abandoners that identifies users who visited his website, considered buying his clothing, but didn't purchase. He shows them an ad with a promotional discount code.
- Quinn uses the In-Market audience segment for baking supplies with the intent of reaching potential customers while they're actively browsing for women's apparel and are close to a conversion.
- Quinn creates a custom audience segment using keywords and URLs as inputs. He hopes to extend his audience to customers interested in women's accessories.
Explanation
Remarketing is a powerful bottom-of-funnel strategy specifically designed to re-engage users who have previously interacted with a website but left without completing a desired action. By isolating a segment of cart abandoners - users who demonstrated high purchase intent by adding items to their basket - an advertiser can deliver highly targeted, personalized messaging. Providing a specialized incentive, like a promotional discount code, directly addresses potential friction points (such as price hesitation) and encourages these warm leads to return and finalize their transactions. This strategy directly solves the issue of high traffic but flat sales by focusing the budget on the audience statistically most likely to convert.
Why the other options are incorrect
Using a compatible list for new users describes a prospecting strategy designed to find unseen individuals who share characteristics with past visitors, rather than re-engaging the past visitors themselves to close a pending sale.
Using an In-Market audience for baking supplies applies a completely irrelevant interest category and relies on prospecting for new users rather than retargeting the store's existing, non-converting traffic.
Creating a custom audience segment with keywords is a mid-funnel consideration tactic used to reach entirely new prospects who are actively researching specific terms, not a method for bringing back previous site visitors.
Source for verification
https://support.google.com/google-ads/answer/2453998
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.