Question: Rita is working to expand a travel app into new markets in Southeast Asia. When considering how she should localise app design and payment methods, what should Rita do first?
- Initiate a full app rebuild.
- Initiate a code freeze on app development.
- Conduct market research.
- Conduct competitor surveys.
Explanation
Market expansion should start with market research because localization decisions depend on local user behavior, culture, devices, and payment preferences. For a travel app, regional differences can affect app design, checkout flow, language, and accepted payment methods. Research helps identify what needs to change before creative assets or campaign setup are adjusted. This supports stronger App campaigns by aligning the app experience with the target market.
Why the other options are incorrect
Code freeze Stopping development before research can delay useful localization improvements.
Full app rebuild A rebuild may be unnecessary until market needs are validated.
Competitor surveys Competitor research can provide context, but it should not replace direct market research.
Source for verification
https://marketfinder.thinkwithgoogle.com/
https://support.google.com/google-ads/answer/6247380?hl=en
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 Apps Assessment" page.