Question: You work for a clothing retailer and want to optimize their Display & Video 360 campaign for customers who spend the most money and have the top transaction return on ad spend. What bidding strategy should you use?
- Maximize clicks
- Active View
- Maximize conversions
- Custom bidding
Explanation
Custom bidding is used when optimization needs to reflect business value rather than simple conversion volume. In Display & Video 360, it can assign different scores to impressions based on signals such as transaction value. This allows bidding to prioritize customers who are expected to generate stronger revenue outcomes. It is the correct strategy when the goal is top transaction return on ad spend instead of just more clicks or more conversions.
Why the other options are incorrect
Maximize conversions optimizes for conversion volume, not highest-value transactions.
Maximize clicks optimizes for click volume rather than revenue-based outcomes.
Active View relates to viewability measurement and is not a transaction value bidding strategy.
Source for verification
https://support.google.com/displayvideo/answer/9723477
https://support.google.com/displayvideo/answer/11969662
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