Trevor owns a manufacturing business that makes specialized hiking and rock climbing gear. He is a very small player in the market, but he is ready to scale up his business. Which Google Ads campaign type should Trevor use to increase his brand's exposure and reach audiences with interests in hiking and rock climbing across the web?

Analysis of Correct Answer(s)

A Display campaign is the ideal choice for Trevor's goal. Here's why:

• Massive Reach: Google Display Network (GDN) campaigns are designed to place visually engaging ads across millions of websites, apps, and Google-owned properties (like YouTube and Gmail). This is perfect for the primary objective of increasing brand exposure.
• Advanced Audience Targeting: Display campaigns excel at reaching specific groups of people. Trevor can target users based on their interests and habits, such as Affinity audiences (e.g., "Outdoor Enthusiasts") or In-market audiences (people actively researching hiking gear). This ensures his ads are shown to a relevant audience likely to be interested in his products.

Analysis of Incorrect Options

• Search: Search campaigns are primarily for capturing intent. They show ads to users who are already actively searching for specific products or services. While valuable, they are less effective for proactively building brand awareness among a broad audience that may not know the brand exists yet.
• Shopping: Shopping campaigns are designed to drive e-commerce sales for specific products. They are not the primary tool for broad brand awareness, as their focus is on conversions and product listings rather than general brand messaging.
• Video: While Video campaigns are also excellent for building brand awareness, Display is the more fundamental and broader answer for reaching audiences with visual ads "across the web" on websites and in apps. Display campaigns encompass the widest variety of ad placements for this specific goal.