A local automobile dealership is creating a Performance Max campaign to drive more visits to their location. Which goal should they choose when setting up a new Performance Max campaign?

Analysis of Correct Answer(s)

• Local store visits and promotions: This is the most appropriate goal because the dealership's explicit objective is to "drive more visits to their location." Performance Max campaigns, when configured with this goal, leverage various Google channels (Search, Display, YouTube, Gmail, Discover, Maps) to optimize for physical store visits, often integrating with Google Business Profile data for accurate tracking and targeting. This goal directly aligns with the desired offline conversion of a physical store visit.

Analysis of Incorrect Options

• Website traffic: While website visits might precede a store visit, this goal primarily optimizes for clicks to the website, not necessarily physical visits to the dealership. It's a less direct and potentially less effective goal for the stated objective.
• Product and brand consideration: This goal focuses on influencing users who are actively researching products or services within the automotive category, aiming to encourage them to consider the dealership's offerings. It's an upper-funnel goal focused on engagement and consideration, rather than direct physical store visits.
• Brand awareness and reach: This goal aims to maximize the visibility of the dealership's brand to a broad audience. It's a top-of-funnel goal focused on increasing impressions and general recognition, not on driving specific, measurable actions like store visits.