Your client owns a manufacturing business that makes specialized hiking and rock-climbing gear. They're a small player in the market, but are ready to scale the business. Which two Google Ads campaign types could your client use to increase the brand's exposure and reach audiences interested in hiking and rock climbing across the web?

The client's primary goal is to increase brand exposure and reach new audiences interested in their niche across the web, which points to campaigns focused on awareness and consideration rather than just active search intent.

Analysis of Correct Answer(s)

• Performance Max: This is an all-in-one, goal-based campaign type that accesses all of Google's advertising inventory (Search, Display, YouTube, Discover, Gmail, Maps). It is specifically designed to find new converting customers across Google's channels, making it ideal for a business looking to scale and maximize its reach and exposure.

• Discovery: These campaigns are designed to reach up to 3 billion customers across Google's most popular feeds (YouTube, Discover, and Gmail). They use visually engaging ads to capture the attention of people who are open to discovering new products and brands based on their online interests, perfectly aligning with the goal of reaching audiences interested in hiking and rock climbing.

Analysis of Incorrect Options

• Search: Search campaigns target users who are already actively searching for specific products or services. While essential for capturing high-intent demand, they are less suited for the primary goal of building broad brand exposure among audiences who may not yet be aware of the brand.

• Video: Although Video campaigns (on YouTube) are excellent for building awareness, Performance Max already includes video placements as part of its comprehensive, multi-channel approach. Discovery also provides broad reach on visual platforms like the YouTube home feed. Therefore, PMax and Discovery represent more holistic solutions for this specific goal.