Advertising with Google Ads starts with creating campaigns based on your business objectives. Which campaign type would you pick for each of the following scenarios?

This question tests your ability to associate the correct Google Ads campaign type with a specific business objective. The term "Association" here represents the matching exercise common in the exam, where you link a scenario to its most appropriate campaign.

Analysis of the Core Concept

The fundamental principle is that every Google Ads campaign should begin with a clear business goal. Google has designed different campaign types, each optimized to achieve specific outcomes. Your task is to select the campaign type that best aligns with what you want to accomplish.

Here are the key associations you need to know for the Google Display Ads certification:

• Goal: Build Awareness

  • Objective: To reach a broad audience and make them familiar with your brand, product, or service.
  • Associated Campaign Type: Display campaigns are ideal. They place visually appealing banner ads across millions of websites, apps, and Google-owned properties (like YouTube and Gmail), maximizing reach and visibility.

• Goal: Influence Consideration

  • Objective: To engage people who are actively researching products or services like yours and encourage them to learn more.
  • Associated Campaign Type: Display and Video campaigns work well. You can use targeting options like custom audiences and in-market segments to connect with interested users.

• Goal: Drive Action

  • Objective: To motivate users to take a specific action, such as making a purchase, filling out a lead form, or calling your business.
  • Associated Campaign Types: Performance Max and goal-optimized Display campaigns are effective. They use automation and machine learning to find users most likely to convert, focusing bids and ad delivery on driving valuable actions.