Which of the following Shopping campaign goals would you choose if your aim was to engage with shoppers who are close to making a purchase decision?
Correct Answer
Sales
Key takeaways
The sales goal targets shoppers close to a purchase decision.
It uses conversion-based bidding and buying-intent audiences.
Awareness, traffic and leads all sit earlier in the journey.
Why is this the correct answer?
Shoppers close to a purchase decision are a sales objective. The sales goal configures the campaign to optimise for purchases, using conversion-based bidding and audiences built around people showing buying intent. The other goals sit earlier in the journey — awareness introduces the brand, website traffic buys visits, and leads capture an enquiry rather than a transaction.
Why are the other options wrong?
Lead
Leads suit businesses capturing enquiries or bookings, not retailers completing a purchase.
Awareness
Awareness targets people who do not yet know the brand, which is the opposite of late-stage intent.
Website traffic
Website traffic optimises for visits rather than purchases, so it buys clicks that may never convert.
Frequently asked questions about this topic
What does choosing the goal actually change?
It sets what the bidding optimises towards and which campaign settings are offered. Picking a traffic goal when you want sales means the system faithfully buys the cheapest clicks available, which is rarely the outcome you wanted.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
- 1You’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?
- 2You’re setting up a Shopping campaign in hopes of engaging with shoppers who are close to making a purchase decision. Which campaign goal best represents what you’re trying to accomplish?
- 3Which two product attributes are shown in Google Shopping campaign ads to help engage potential customers with relevant information? (Choose two.)Multiple correct
- 4You’ve owned a successful online retail business for 10 years. Recently, shopping behaviour has shifted, and shoppers are buying less each time. The product and marketing strategy hasn’t changed. Which two actions should you take? Choose two.Multiple correct
- 5What are two bidding strategies that you can use in your Standard Shopping campaign? Choose two. Select 2 Correct ResponsesMultiple correct
- 6You’ve operated a successful online retail business for a decade without changing your product and marketing strategy. You’ve observed a recent trend, though—shoppers are buying less each time they make a purchase. Which actions should you take? Choose two. Select 2 Correct ResponsesMultiple correct