Your fitness equipment client just launched a virtual fitness app. They're offering a pricing special for users who download their app in-store. Your client would like to have the website traffic directed to the mobile site, then have the mobile site traffic directed to the store for the special.What do you need to do in Campaign Manager 360 to split up your traffic to achieve that outcome?
Use audience targeting to engage users looking for virtual fitness apps and who are close to a store location.
Use mobile targeting to include mobile app and mobile web ads to their campaign.
Use audience targeting to include users who have already purchased equipment from the brand.
Use mobile targeting to surface two separate ads so that users can be directed accordingly.
Explanation
Analysis of Correct Answer(s)
The correct approach is to use mobile targeting to create and serve separate ads. This strategy directly addresses the need to "split up" traffic for a multi-step user journey.
- By leveraging mobile targeting, you can differentiate users based on their device type (e.g., desktop vs. mobile).
- This allows you to create two distinct ad experiences:
- Ad 1 (for Desktop Users): This ad's primary goal is to drive traffic to the mobile website. The creative and call-to-action would encourage visiting the site on a mobile device.
- Ad 2 (for Mobile Users): This ad can be more direct, encouraging users to visit a physical store to download the app and receive the special offer. It could link to a landing page with a store locator.
This method effectively separates the traffic based on the user's context and directs them to the appropriate next step in the conversion path.
Analysis of Incorrect Options
- Use mobile targeting to include mobile app and mobile web ads to their campaign: This is too general. While it describes running a mobile campaign, it doesn't explain the specific mechanism for splitting traffic to achieve the two distinct goals (mobile site first, then store).
- Use audience targeting to include users who have already purchased equipment...: This describes who to target (a retargeting audience) but not how to split the traffic flow. Audience targeting is a different function from managing traffic paths based on device.
- Use audience targeting to engage users looking for virtual fitness apps and who are close to a store location: Similar to the previous option, this is an excellent audience targeting strategy but does not address the core task of creating separate ad paths for different user contexts (desktop vs. mobile) to manage the multi-step journey.