Jasmine is the director of marketing for a chain of clothing stores. She's been given a set budget and needs to drive as many potential customers to her website as possible. What automated bidding strategy should she use in her campaign?

Analysis of Correct Answer(s)

• Maximize clicks: This strategy is the most suitable choice because the stated goal is to drive as many potential customers to her website as possible within a fixed budget. The "Maximize clicks" bid strategy is specifically designed to generate the highest volume of website traffic (clicks) for a given daily budget, directly aligning with Jasmine's objective.

Analysis of Incorrect Options

• Target return on ad spend (tROAS): This is a value-based bidding strategy that focuses on maximizing conversion value to achieve a specific return on ad spend. It is used when the primary goal is revenue, not website traffic.
• Target impression share: This strategy is focused on visibility and brand awareness. Its goal is to have ads appear a certain percentage of the time in specific locations on the search results page. This does not prioritize or guarantee website clicks.
• Maximize conversions: This strategy aims to get the highest number of conversions (like sales or leads) within the budget. While conversions are important, Jasmine's primary, stated goal is maximizing website visitors, which precedes any on-site conversion.