Marie is a marketer trying to maximize specific user actions after the click. Which automated bidding strategy should she use to accomplish this?

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Bhupati Barman

Flat-style digital illustration displaying a Google Ads bidding strategy question. Conversion-focused bidding is highlighted as the correct answer to drive specific user actions after a click.

While I am prepping for the Google Ads Display Certification, this question really helped me lock in the concept of choosing the right automated bidding strategy.

It’s not just about impressions or traffic — Marie wants users to take action after they click. That could mean signing up, buying something, or filling out a form. Let’s break down why conversion-focused bidding is the right match.

Question:

Marie is a marketer trying to maximize specific user actions after the click. Which automated bidding strategy should she use to accomplish this?

  • Awareness-based bidding
  • Conversion-focused bidding
  • Retention-focused bidding
  • Consideration-focused bidding

Here is a correct answer: ✅ Conversion-focused bidding

If you’re interested, you can take the exam here: Google Ads Display Certification via Skillshop.

Why Conversion-Focused Bidding is Correct

Conversion-focused bidding is designed to maximize the number of specific actions users take after clicking your ad.

These actions are called conversions — and could be:

  • Purchases
  • Sign-ups
  • Downloads
  • App installs
  • Leads or quote requests

Google Ads uses machine learning to:

  • Analyze historical data
  • Predict which users are most likely to convert
  • Adjust bids in real-time to drive more of those actions

Common Conversion-Focused Strategies:

  • Maximize Conversions
  • Target CPA (Cost per Acquisition)
  • Enhanced CPC (eCPC)

Why the Other Options Are Incorrect

❌ Awareness-Based Bidding

  • Focuses on visibility and reach (like Target Impression Share or CPM bidding)
  • Great for brand exposure, but not designed to trigger post-click actions

❌ Retention-Focused Bidding

  • ❌ Not a real Google Ads bidding strategy
  • Retention is more about CRM and email marketing — not bidding

❌ Consideration-Focused Bidding

  • Aims to generate traffic or engagement (e.g., Maximize Clicks)
  • Ideal for earlier stages of the buyer journey — not the action phase

Real-Life Example: Marie’s Campaign Boost

Marie runs a language-learning website and wants more people to sign up for her free trial.

Her initial campaign used Maximize Clicks, and while she got a lot of traffic, sign-ups were low.

She switched to Target CPA and told Google, “I’m willing to pay $5 per free trial signup.”

✅ In just two weeks:

  • Her trial signups increased by 38%
  • Her cost per lead dropped by 22%
  • Google’s bidding engine automatically favored users who were more likely to sign up

Comparison Table: Bidding Strategy Focus

Bidding Strategy TypeFocusBest For
✅ Conversion-focusedDrive actions (conversions)Sales, signups, leads
Awareness-basedVisibility & impressionsBrand exposure campaigns
Consideration-focusedClicks and engagementWebsite traffic, app engagement
Retention-focused❌ Not an official strategyCRM/email, not part of Google Ads

Bar chart comparing conversion rates for different Google Ads bidding strategies, showing conversion-focused bidding as the most effective.
Conversion-focused bidding yields the highest conversion rate, outperforming consideration-focused and awareness-based strategies. Retention-focused is not a valid bidding option.

FAQs

Q: What if I don’t have enough conversion data?

A: Start with Maximize Conversions, which works well with limited data. Once you collect more conversions, switch to Target CPA.

Q: Can I use conversion-focused bidding with Display campaigns?

A: Yes! You can use Target CPA or Maximize Conversions in standard and smart Display campaigns.

Q: Is conversion-focused bidding expensive?

A: Not necessarily. Google aims to hit your target CPA while staying within your budget.

Helpful Resources

Final Answer:

Marie should use a ✅ conversion-focused bidding strategy.

Because her goal is post-click user actions, this bidding type tells Google: “Only pay for people who are most likely to act — not just visit.”

Now, if you are ready, you can take the Google Skillshop test for the Google Ads Display Exam. Want more real exam questions with easy answers like this? Follow along — I’ll be breaking down more Google Ads Display Measurement Certification Free examples in the next posts.