Your client recently launched a new line of bicycles and created a specific ad for the step-through model. What type of audiences should you use to make sure the ad is shown to people looking to purchase this type of bike?

Analysis of Correct Answer(s)

• Custom intent audiences are the most effective choice for this scenario. They are designed to reach users who are actively researching products and are close to making a purchase decision. The key is targeting users based on their recent intent, not just their general interests.
  • For this campaign, you could create a custom intent audience using search keywords like "buy step-through bike," "best city commuter bikes," or URLs of competitor websites that sell similar models. This ensures your ad is shown to users who have demonstrated a clear and immediate interest in purchasing this specific type of bicycle.

Analysis of Incorrect Options

• Custom affinity audience: This option targets users based on their long-term passions, habits, and interests (e.g., "cycling enthusiasts"). While these users might like bikes, they are not necessarily in the market to buy one right now. Affinity is best for building brand awareness, not for driving conversions for a niche product.

• Lifestyle audiences: This is a broad category that includes options like Google's pre-defined In-Market audiences. While an "In-Market for Bicycles" audience is relevant, Custom intent provides a much higher degree of specificity and control, allowing you to focus only on those researching the "step-through" model.

• Target audience: This is a general marketing term for the group of people you want to reach. It is not a specific, selectable audience targeting type within the Display & Video 360 platform.