Question: The CEO of an app start-up is aiming to expand the app's reach into new cities, and wants their marketing team to create a number of new Display campaigns. How should the team set up their campaigns in order to help them get off to an optimal start in terms of reach?
- Set a daily budget of at least 10 times their cost per acquisition.
- Exclude tablet devices until the campaign has run for a week.
- Apply weekly campaign end dates so that data can be compared more easily.
- Set highly specific location and language settings.
Explanation
Location targeting and language targeting are campaign-level settings in Google Ads, so they are the main controls for launching Display campaigns into new cities. Setting them precisely helps ads serve in the intended markets and to the right language users, which improves initial reach quality instead of wasting delivery outside the expansion areas. This structure also keeps reporting cleaner by market, which makes early optimization easier as performance develops city by city. Device exclusions and artificial end dates do not improve initial reach into new markets. Google Help+2Google Help+2
Why the other options are incorrect
10x CPA budget That guideline is tied to Target CPA budgeting and bidding efficiency, not to the primary campaign setup for reaching new cities. Google Help+1
Exclude tablet devices Removing a device type reduces eligible inventory, which works against a reach objective. Google Help+1
Weekly campaign end dates End dates control scheduling, but they do not help a new Display campaign expand reach in the intended markets. Google Help
Source for verification
Google Ads Help: Choose your location and language settings. Google Help
Google Ads Help: About language targeting. Google Help
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 Professional Certification" page.