Question: You're an in-house marketer for an e-commerce business aiming to increase website sales. What should you do in the video ad to ask people to take action?
- Provide multiple options for how viewers can take action.
- Keep audio to a minimum so viewers focus on the call-to-action (CTA).
- Include a specific call-to-action (CTA).
- Include a generic call-to-action (CTA).
or
- Keep audio to a minimum so that viewers focus on the call to action (CTA).
- Provide multiple options for how viewers can take action.
- Include a specific call to action (CTA).
- Include a generic call to action (CTA).
Explanation
Google’s ABCDs use Direction to guide viewers toward the next step. For a website sales objective, the action prompt should be clear, direct, and tied to the intended conversion. A specific call-to-action reduces ambiguity and makes the next step easier to understand. This helps turn product interest into a purchase-focused action.
Why the other options are incorrect
Minimum audio: Audio can reinforce the message and should not be minimized just to highlight the action prompt.
Multiple options: Too many action paths can weaken Direction and reduce clarity.
Generic CTA: A broad prompt is less effective than a specific call-to-action tied to website sales.
Source for verification
https://support.google.com/google-ads/answer/14783551
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 Creative" page.