Section 1 - Instruction

You've learned how to set objectives and how to manage budgets. The real skill is making them work together. An awareness goal requires a different budget and bid strategy than a conversion goal. Let's practice making those connections.

Engagement Message

Why would using a conversion bid strategy (like CPA) for an awareness campaign be a bad idea?

Section 2 - Practice

Type

Fill In The Blanks

Markdown With Blanks

Let's build a strategy. A new online shoe brand wants to introduce itself to a wide audience.

The primary campaign objective should be [[blank:Awareness]]. The best bid strategy to maximize reach for their budget would be [[blank:CPM]].

Suggested Answers

  • Awareness
  • CPM
  • Conversion
  • CPC
Section 3 - Practice

Type

Multiple Choice

Practice Question

A SaaS company wants to generate as many free trial sign-ups as possible. They have a specific target cost they are willing to pay for each sign-up. Which setup is best?

A. Objective: Awareness; Bid: CPM (Cost per 1,000 impressions) B. Objective: Consideration; Bid: CPC (Cost per click) C. Objective: Conversion; Bid: CPA (Cost per acquisition) D. Objective: Conversion; Bid: CPM (Cost per 1,000 impressions)

Suggested Answers

  • A
  • B
  • C - Correct
  • D
Section 4 - Practice

Type

Sort Into Boxes

Practice Question

Sort these key performance indicators (KPIs) into the campaign objective they are most commonly used to measure.

Labels

  • First Box Label: Awareness/Consideration
  • Second Box Label: Conversion

First Box Items

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