Frank runs a scuba-diving business that offers lessons and sells scuba-diving equipment. Frank wants to engage with users who are researching scuba-diving lessons. Which marketing objective should Frank choose when creating his Display campaign?

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Bhupati Barman

2D graphic showing Google Display Ads objective 'Influence Consideration Explained' with icons of a question mark, bar chart, and checkmark.

I was going over some Display Ads questions with my usual cup of chai in hand, and this one stood out. It looks simple, but it’s actually key if you want to reach the right people with Google Ads.

I passed the Google Display Ads Certification with 98%, and now I’m breaking down the questions in a way that’s easy to understand — just like I’d explain it to a friend. Let’s dive in! 👇

Question

Frank runs a scuba-diving business that offers lessons and sells scuba-diving equipment. Frank wants to engage with users who are researching scuba-diving lessons. Which marketing objective should Frank choose when creating his Display campaign?

The correct answer is:

Influence Consideration ✅

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

Why is Influence consideration correct?

What does “Influence Consideration” mean?

This objective helps connect with people who are comparing or researching options. These people already know the product or service exists — they’re just trying to figure out which provider or brand to choose.

Google’s Definition:
“Use this objective when you want to encourage people to explore your products and services.”

Why is this perfect for Frank?

  • His potential customers are already interested in scuba diving.
  • They’re not ready to buy gear or book a class — they’re in the research phase.
  • Frank needs to guide them gently, not sell hard.

What can Frank do with this objective?

  • Show display banners near YouTube videos about “beginner scuba diving.”
  • Run image ads beside blog articles titled “How to prepare for your first scuba class.”
  • Include testimonials or beginner tips in his ads — adding value while planting the seed for trust.

Why the Other Options Are Incorrect

🚫 1. Increase Sales

This is a bottom-of-funnel goal — meant for people who already decided they want to buy something.

  • Example:
    “Buy your scuba gear now and get 10% off!”
  • Problem:
    Frank’s audience isn’t ready to buy yet — they’re still figuring out if or where to take lessons.
  • Data Insight:
    According to Think with Google, users in the research phase need 5–7 brand interactions before they convert. Jumping straight to “Buy Now” usually scares them off.

🚫 2. Build Awareness

This is a top-of-funnel goal, ideal for:

  • New businesses
  • New products
  • Audiences that don’t know you exist

Frank doesn’t need to say, “Hey, scuba diving exists!” — his audience already knows. They’re beyond awareness and into research.

  • Example of awareness:
    “Scuba diving helps reduce stress — try it this summer!”
  • Not a fit because:
    Frank’s customers already know what scuba diving is. He wants to convince them to try his lessons.

🚫 3. Drive Action

This is very close, but not quite right.

  • Best for people ready to book or buy (e.g., purchase, sign up).
  • Frank’s users aren’t there yet — they’re still comparing options.
  • Example:
    “Book your scuba class today!”

That’s great for retargeting later — but it’s too soon. Right now, Frank should warm them up with helpful, trustworthy info.

Bar chart showing campaign objectives matched to user journey stages: Build Awareness, Influence Consideration, Drive Action, and Increase Sales.
This chart visually maps Google Ads campaign objectives like Build Awareness and Drive Action to stages in the user journey: early, mid, and late.

Campaign Objectives vs. User Journey

ObjectiveBest For…Stage in FunnelIs it right for Frank?Why / Why Not
Build AwarenessIntroduce scuba to people who don’t know itTop❌ NoHis audience already knows what scuba is
Influence ConsiderationEducate & compare lesson optionsMiddle✅ YesHe wants to reach researchers, not buyers yet
Drive ActionBookings or purchasesLower-mid to Bottom❌ NoToo aggressive for users still thinking
Increase SalesSell scuba gear or class seatsBottom❌ NoGreat for retargeting, not initial engagement

Real Life Story: Meet Frank

Let’s paint a story:

Frank owns Coral Dive Academy in Key West.
He wants to get more students for his beginner scuba lessons.
He’s NOT selling wetsuits or masks — he wants first-time divers to sign up.

So he targets people Googling:

  • “How does scuba diving feel?”
  • “Best scuba classes near me”
  • “What to know before scuba diving?”

He uses “Influence Consideration” to:

  • Show image ads beside YouTube videos titled:
    “Scuba Diving 101: What Beginners Should Know”
  • Place ads on blogs reviewing local dive schools

These ads say:

“Try scuba with Coral Dive Academy – No gear needed. Just bring your curiosity.”

Bingo! 💥 That’s influencing consideration. He’s not pushing — he’s guiding.

Helpful Resources:

  1. Google Ads – Choose Campaign Objectives
  2. Think with Google – Consumer Journey Research
  3. Google Display Ads Certification

Conclusion:

If you’re targeting people researching and comparing — like Frank’s future scuba students — then:

👉 The correct objective is Influence Consideration.

He’s not shouting “Buy Now!” or “Book Now!”
He’s saying:

“Thinking about scuba? Let me help you feel confident taking the plunge.”

That’s exactly what the Display Network is good at: helping people move from maybe to yes — softly, steadily, and smartly.

FAQs

Q1: What if Frank wants sales later?

No problem! After running an “Influence Consideration” campaign, Frank can:

That’s called funnel marketing: warm them first, close them later.

Q2: Should Frank run “Build Awareness” campaigns too?

Only if he’s trying to reach a completely new audience — like teens or tourists who’ve never even heard of scuba. Right now, his goal is more focused.

Q3: Can he use multiple objectives?

Yes — in separate campaigns.

  • One campaign can run on “Influence Consideration” (for blog traffic).
  • Another on “Drive Action” (for retargeting with “Book Now”).

That’s how smart advertisers structure full-funnel marketing.

Q4: Is “Drive Action” ever a good first step?

Only if:

  • You have a super strong offer (like “Free Class”)
  • Your audience is already highly motivated

Otherwise, it’s too pushy early on.

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.