You're planning to run a video action campaign and want to start with lower-funnel audiences and then expand. Which of the following combinations aligns to that approach?

This question tests your understanding of audience funnel stages and campaign expansion strategy for a performance-focused Video Action campaign. The core principle is to start with audiences who have the highest intent to convert (lower-funnel) and then methodically expand your reach.

Analysis of Correct Answer(s)

• Your data segments (formerly remarketing) are a core lower-funnel audience. These are users who have already shown direct interest by interacting with your website, app, or YouTube channel. They are the most likely to convert, making them the ideal starting point.
• Customer Match lists, which use your first-party data like email lists, also represent a high-value, lower-funnel audience of existing customers or leads.
• The correct strategy starts with the most immediate intent signals (your data segments) and then expands to another strong, lower-funnel audience (Customer Match). This allows you to scale conversions effectively while maintaining a high return on investment.

Analysis of Incorrect Options

• Options involving affinity audiences are incorrect for this initial expansion phase. Affinity audiences are upper-funnel, targeted based on general interests and habits, not recent purchase intent. While useful for broader awareness campaigns, expanding from a lower-funnel audience directly to an affinity audience is a significant leap and not the most efficient next step for a performance campaign.
• Starting with Customer Match and then expanding to your data segments is also a lower-funnel strategy. However, best practice often prioritizes your data segments as the initial audience because they can capture more timely buying signals (e.g., recent website visitors).