How should you approach your audience strategy when setting up a video action campaign to convert intent into action?
Focus on those less likely to convert to drive conversion volume by starting with broader audience types before expanding to high-intent audiences.
Focus on those less likely to convert to drive conversion volume by starting with low-intent audiences before expanding to high-intent audiences.
Focus on those most likely to convert to drive efficient conversions by starting with only your data segments before expanding to broader audience types.
Focus on those most likely to convert to drive efficient conversions by starting with high-intent audiences before expanding to broader audience types.
Explanation
Analysis of Correct Answer(s)
The correct strategy for a Video Action campaign is to prioritize efficiency by targeting users who have already demonstrated a strong likelihood of converting.
- Start with High-Intent Audiences: This is the core principle. Begin with audiences that have shown strong purchase signals, such as:
- Your data segments (e.g., website visitors, previous customers).
- Custom segments (built from relevant search terms).
- In-market audiences (users actively researching products like yours).
- Optimize for Efficiency: This approach provides Google's machine learning with high-quality conversion data from the start. It allows the Smart Bidding algorithm to quickly learn what a converting user looks like, leading to more efficient results.
- Expand to Scale: Once the campaign establishes a strong, efficient performance baseline, you can then broaden your targeting to find new customers and increase conversion volume.
Analysis of Incorrect Options
- Starting with broader or low-intent audiences is inefficient for a campaign designed to drive conversions. It risks spending your budget on users who are not ready to act, providing weak signals to the bidding algorithm and delaying optimization.
- The option to start with "only your data segments" is too restrictive. While your data segments are a crucial part of a high-intent strategy, they are not the only one. Excluding other high-intent sources like In-market or Custom segments from the start unnecessarily limits your initial reach and potential for efficient conversions.