You're setting up a Shopping campaign but aren't sure which campaign goal to select. You'd like to engage with shoppers who are close to making a purchase decision. Which goal should you select?

Analysis of Correct Answer(s)

• The Sales goal is the correct choice because it is specifically designed to drive conversions, which in the context of a Shopping campaign, means online purchases. The campaign's AI and bidding strategies will be optimized to find and show ads to users who exhibit strong purchase intent and are most likely to complete a transaction. This directly aligns with the objective of engaging shoppers who are "close to making a purchase decision."

Analysis of Incorrect Options

• Awareness: This goal focuses on maximizing reach and impressions. It's a top-of-funnel objective aimed at introducing a brand or product to a broad audience, not at targeting users who are already ready to buy.

• Website traffic: This goal's primary objective is to generate clicks and drive visitors to your website. While this can indirectly lead to sales, it doesn't specifically optimize for the final purchase action. It's suitable for users in the consideration phase, not necessarily those at the final decision stage.

• Lead: This goal is for businesses that want to collect contact information from potential customers (leads), such as through a sign-up form. It is not the appropriate goal for an e-commerce business looking to drive direct online sales transactions.