Question: Which Smart Bidding option would be best for an advertiser trying to maximize sales while making sure conversions, on average, don't exceed a certain cost, and why?
- Target CPA, because it grows conversion volume at his target cost per acquisition.
- Target Impression Share, because it grows both awareness and conversions at an assigned cost point.
- Enhanced CPC, because it offers the greatest amount of control over the bidding process.
- Maximize Conversions, because it doesn't require historical conversion data.
Explanation
Target CPA is the best fit because Google Ads uses it to set bids to help get as many conversions as possible at the target average cost per action that has been set. It is part of Smart Bidding, so bids are adjusted automatically based on the likelihood that a click will convert. This matches a sales goal that still needs average acquisition costs to stay within a defined limit. By contrast, strategies focused on visibility, manual control, or budget-spending without a fixed CPA target do not align as closely with this objective. Google Help+3Google Help+3Google Help+3
Why the other options are incorrect
Target Impression Share focuses on impression visibility, not on maximizing conversions at a controlled average cost per action. 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
Maximize Conversions is designed to get as many conversions as possible from the budget, but it does not primarily optimize toward a specified average CPA unless a target is added. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/6268632
https://support.google.com/google-ads/answer/2979071
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