Catherine received a significant amount of traffic to her online pet store after launching her Display campaign. Unfortunately, many visitors to her online store didn't make a purchase. When creating a new Display campaign, which marketing objective should Catherine choose in order to reengage with these visitors?

Analysis of Correct Answer(s)

The Drive action marketing objective is the correct choice because Catherine's goal is to reengage users who have already visited her site and encourage them to complete a specific conversion—in this case, a purchase.

• This objective is designed for lower-funnel marketing activities, such as remarketing.
• By selecting Drive action, Catherine can create a campaign that specifically targets her list of past website visitors, showing them relevant ads to bring them back and finalize their purchase.
• Google's systems will then use signals and bidding strategies (like Maximize conversions) to focus on the users from that audience who are most likely to convert.

Analysis of Incorrect Options

• Build awareness: This objective is for top-of-funnel marketing, aiming to reach a broad, new audience to introduce a brand. Catherine's visitors are already aware of her store, so this is not the right goal.
• Influence consideration: This is a mid-funnel objective focused on encouraging users who are actively researching to explore your products. Since the visitors have already been to the site, the goal has shifted from consideration to completing a final action.
• Increase leads: While generating a lead is a type of action, the scenario implies the primary goal is an e-commerce purchase, not collecting contact information. The Drive action objective is the most appropriate choice for encouraging online sales.