Marta has a tight marketing budget and needs to use a strategy that can drive customers to her website for a set cost. Which bidding strategy has the potential to meet Marta’s needs?
Correct Answer
Maximize clicks
Key takeaways
Maximise clicks buys the most visits available within a fixed budget.
It suits a traffic goal where conversion data is thin or absent.
Impression share buys visibility, not visits.
Why is this the correct answer?
Maximise clicks is the strategy that buys the most visits available for a fixed amount of spend. Marta's constraint is the budget and her goal is traffic, so a strategy that spends the budget on as many clicks as it can is the direct fit. The conversion-based strategies all optimise towards outcomes beyond the click, which needs conversion data she may not have, and target impression share buys visibility rather than visits.
Why are the other options wrong?
Target cost-per-acquisition (tCPA)
Target CPA controls the cost of each conversion, not the volume of traffic, and it needs conversion tracking with enough history to work.
Target impression share
Target impression share optimises for appearing, not for being clicked. It can spend heavily for visibility without delivering the visits she wants.
Target return on ad spend (Target ROAS)
Target ROAS optimises towards revenue returned and needs conversion values. It is a profitability strategy rather than a traffic one.
Frequently asked questions about this topic
Should I set a maximum CPC limit with maximise clicks?
Usually yes. Without a cap the strategy can bid high on expensive clicks and exhaust the budget quickly; a bid limit keeps the average cost sensible while still pursuing volume.
When should I move off maximise clicks?
Once conversions are tracked and accumulating. Clicks are a proxy, and as soon as you can optimise towards the action that actually matters, a conversion-based strategy will use the same budget better.
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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