Lucy is creating a new Display campaign with the goal of building awareness. Which two targeting options might be suitable for her to use? (Choose two.)

Analysis of Correct Answer(s)

The campaign goal is building awareness, which focuses on reaching a broad audience at the top of the marketing funnel.

• Demographic targeting: This is a suitable choice because it allows you to define a wide audience based on objective criteria like age, gender, and parental status. It's a fundamental method for reaching a large group of potential customers to introduce your brand.
• Affinity audiences: This targeting option is specifically designed for awareness campaigns. It helps you connect with people based on their long-term interests, passions, and habits (e.g., "foodies," "sports fans"). This is ideal for building brand recognition on a large scale with a relevant audience.

Analysis of Incorrect Options

The other options are better suited for consideration or conversion-focused campaigns, which target users who are further down the marketing funnel.

• Custom Intent audiences and In-Market audiences: These options target users who are actively researching or planning to purchase specific products or services. They are best used to influence consideration and drive conversions, not build initial awareness.
• Standard remarketing: This targets users who have already visited your website or app. Since these individuals are already aware of your brand, remarketing is used to re-engage them and encourage a conversion.