What is one automation tool that helps optimize to online and offline shoppers?

Analysis of Correct Answer(s)

Smart Bidding is the correct answer because it is a suite of automated, conversion-focused bidding strategies that use machine learning to optimize for performance in every auction.

• It is a powerful automation tool that can be configured to optimize for a variety of conversion goals, including both online actions (e.g., website purchases) and offline actions (e.g., store visits).
• By tracking store visit conversions, advertisers can use Smart Bidding strategies like Target CPA or Target ROAS to automatically adjust bids to find customers most likely to visit a physical store. This directly bridges the gap between online advertising and offline sales, making it essential for an omnichannel approach.

Analysis of Incorrect Options

• Sitelinks: These are ad extensions that add extra links to an ad. While they can direct users to a store locator page, they are a manual ad component, not an automated optimization tool.

• Manual Bidding: This requires the advertiser to set bids by hand. It is the direct opposite of an automation tool and lacks the real-time, signal-based optimization needed to efficiently target both online and offline shoppers.

• Dynamic ad insertion: This is a technology primarily used to serve ads within video or audio content. It is an ad delivery mechanism, not a bidding strategy used to optimize for sales conversions.