Your client is launching a new generation of mobile phones. They have a separate display ad for each of the three models and want to show the ad that leads to the most purchases more often than the other two models, which aren't performing as well. What type of Display & Video 360 creative optimization would you use to achieve that goal?

Analysis of Correct Answer(s)

The correct choice is Optimize for conversions. This creative optimization setting instructs the Display & Video 360 algorithm to automatically serve the ad variation that is most likely to result in a conversion action. The client's primary goal is to increase purchases, which is a key conversion event. By selecting this option, the system will analyze the performance of the three different phone ads, identify which one leads to the most sales, and then allocate more impressions to that top-performing creative to maximize the campaign's return on investment.

Analysis of Incorrect Options

• Optimize for clicks: This setting prioritizes the creative with the highest click-through rate (CTR). A high volume of clicks does not always correlate with a high number of sales, so this would not directly address the client's goal.
• Optimize for time spent on-screen: This is an engagement metric, best suited for branding or awareness campaigns. It focuses on how long a user views an ad, not on whether they complete a purchase after seeing it.
• Optimize for creative rotation: This is a general term for how creatives are served. While "optimized" rotation is the correct method, it requires a specific goal. "Optimize for conversions" is the precise goal needed. Other rotation types, like "Even" or "Weighted," would not automatically shift budget to the best-performing ad based on purchases.