Marie is a marketer trying to maximize specific user actions after the click. Which automated bidding strategy should she use to accomplish this?
Correct Answer
Conversion-focused bidding
Key takeaways
Conversion-focused bidding optimises towards post-click actions.
Target CPA and maximise conversions belong to this family.
Conversion tracking must be in place before these strategies work.
Why is this the correct answer?
Maximising specific actions after the click is the definition of a conversion goal, so conversion-focused bidding is the family Marie needs — target CPA or maximise conversions. These strategies optimise towards the completed action rather than towards the click or the impression, which means conversion tracking has to be in place and firing reliably before they can work at all.
Why are the other options wrong?
Consideration-focused bidding
Consideration is a marketing funnel stage rather than a Google Ads bidding category.
Awareness-based bidding
Awareness bidding optimises for impressions and reach, which stops short of any post-click action.
Retention-focused bidding
Retention-focused is not a Google Ads bidding category.
Frequently asked questions about this topic
What if the actions differ in value?
Then assign conversion values and move to a revenue-focused strategy such as target ROAS. Counting a newsletter signup equally with a purchase pushes bidding towards whichever is cheapest to obtain, which is rarely the one that matters.
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.
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