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What are the two current keywordless campaign types that marketers can use to drive incremental reach? Select 2 Correct Responses

Select all correct answers

Responsive search ads
Expanded text ads
Dynamic Search Ads
Performance Max

Correct Answers

Dynamic Search Ads

Performance Max

Why is this the correct answer?

The two current keywordless campaign types marketers can use to drive incremental reach are Dynamic Search Ads and Performance Max. Dynamic Search Ads crawl the advertiser's website and automatically generate ads matching relevant user queries — without requiring a keyword list. Performance Max is a fully automated keywordless campaign that uses asset groups and audience signals to serve ads across all Google channels, reaching users not covered by keyword-based campaigns. Both types extend reach to incremental demand beyond what traditional keyword campaigns can access.

Why are the other options wrong?

Responsive search ads

Responsive search ads are a keyword-based ad format — they require keywords in the ad group to trigger, so they are not a keywordless campaign type for driving incremental reach.

Expanded text ads

Expanded text ads are a legacy keyword-based format — they require keywords to trigger and have been sunset by Google in favour of RSAs; they are not a keywordless campaign type.

Real-world example

An online furniture retailer supplements their keyword campaigns with Dynamic Search Ads (covering 8,000 product pages) and a Performance Max campaign (covering YouTube, Gmail, and Display). The two keywordless campaign types contribute 29% of total conversions — all incremental traffic not covered by any existing keyword — increasing overall revenue by £84,000 in the first quarter.

Official documentation: https://support.google.com/google-ads/answer/9341513

Topics in this question

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