What are the two current keywordless campaign types that marketers can use to drive incremental reach?

Analysis of Correct Answer(s)

• Performance Max: This is a comprehensive, goal-based campaign type that accesses all Google Ads inventory from a single campaign. It operates without traditional keyword targeting. Instead, it uses machine learning and your provided assets (text, images, videos) to find new converting customers across Google's channels. This automation is key to driving incremental reach by discovering new audience segments.

• Dynamic Search Ads (DSA): This is a specific feature within Search campaigns that functions as a keywordless targeting method. DSAs use the content of your website to automatically match user searches to your products or services, dynamically generating ad headlines. This is ideal for capturing traffic from specific, long-tail searches you might not have included in your keyword lists, thereby increasing reach.

Analysis of Incorrect Options

• Expanded text ads: This is a deprecated ad format, not a campaign type. It was a component of standard keyword-targeted Search campaigns.

• Responsive search ads: This is the current standard ad format for Search campaigns. While it uses machine learning to optimize ad combinations, it functions within campaigns that are primarily driven by keyword-based targeting. It is not a keywordless campaign type itself.