Jasmine is the director of marketing for a chain of clothing stores. She has been given a set budget and needs to drive as many potential customers to her website as possible. Which automated bidding strategy should she use in her campaign?

Analysis of Correct Answer(s)

The most suitable automated bidding strategy for Jasmine's objective is Maximize clicks.

• Goal Alignment: Jasmine's primary goal is to "drive as many potential customers to her website as possible." This directly translates to generating the maximum volume of website traffic.
• Strategy Function: The Maximize clicks bidding strategy is specifically designed to automatically set bids to help get the most clicks possible within a specified daily budget. It is the most direct and effective strategy for a campaign focused purely on increasing website visits.

Analysis of Incorrect Options

• Maximize conversions: This strategy focuses on driving valuable actions on the website, such as purchases or sign-ups. While often a final goal, Jasmine's stated objective is traffic, not on-site conversions.

• Target impression share: This is an awareness-focused strategy. Its goal is to make the ad appear a certain percentage of the time in specific ad placements. It prioritizes visibility (impressions) over user engagement (clicks).

• Target return on ad spend (Target ROAS): This is a value-based strategy that bids to achieve a specific return for every dollar spent. It requires conversion tracking with assigned values and is used to optimize for revenue, not simply for traffic volume.