The top goal of your customer, a global beverage retailer, is brand exposure. What brand strategy should they implement in Search Ads 360?

Analysis of Correct Answer(s)

A strategy focused on the total number of clicks is suitable for a brand exposure goal because it prioritizes driving a high volume of traffic to the website. Each click represents an engaged user who has seen the ad and taken an action to learn more. This leads to a deeper brand interaction on the landing page, where the retailer can showcase its brand story, values, and product range, thus creating a more memorable and impactful exposure than a simple impression. This approach uses website traffic as the primary vehicle for building brand awareness.

Analysis of Incorrect Options

• Return on ad spend (ROAS) and Return on investment (ROI): These are performance-based metrics focused on profitability and sales conversions. A strategy optimizing for ROAS or ROI would narrow targeting to users most likely to purchase, which conflicts with the broad reach required for a brand exposure goal.

• Impression share: While a strong metric for visibility, it only measures how often an ad is shown. It doesn't guarantee that a user has noticed or engaged with the ad. The goal of maximizing clicks ensures active engagement, which is often considered a more valuable form of exposure for building brand recognition.