Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:
Correct Answer
show ads on dance websites and YouTube videos
Why is this the correct answer?
A ‘Display Network only’ campaign allows Clyde to show ads on dance websites and YouTube videos, which is the most effective way to raise the profile of his dance school by reaching a broad, visually engaged audience. Mechanically, the Google Display Network (GDN) operates differently than the Search Network; while Search captures active intent, Display focuses on awareness and interest. It places banner, image, and video ads across a massive ecosystem of over two million partner websites and apps. By selecting this campaign type, Clyde can use placement targeting to ensure his brand appears alongside relevant content—such as choreography tutorials on YouTube or local performing arts blogs. This strategy allows him to 'push' his brand to potential students who are already consuming dance-related media, effectively building brand recall and visibility in a contextually relevant environment that supports his goal of increasing the school's overall profile.
Why are the other options incorrect?
show ads when someone searches for dance classes
This describes a Search Network campaign, which relies on users actively typing specific queries into a search engine. Because Clyde's goal is to raise his school's profile via the Display Network, waiting for a specific search query is too restrictive for broad brand awareness.
match his ad text to what people are searching
Matching ad text to search terms is a primary function of Search ads, not Display ads. Display campaigns rely on visual elements and site context rather than the direct textual relationship between a search query and the ad copy.
pick the most popular keywords for his campaign
While keywords are used for contextual targeting in Display, 'picking the most popular keywords' is a strategy primarily used to compete for high-intent traffic on search results pages. For Clyde's profile-raising goal, site placements and visual reach are more critical than high-volume search keywords.
Real-World Example
The 'Lumina Ballet Academy' wanted to boost enrollment for their summer intensive program. Instead of focusing solely on search, they launched a ‘Display Network only’ campaign targeting high-traffic ballet news sites and popular YouTube channels featuring professional dance rehearsals. By choosing to show ads on dance websites and YouTube videos, they successfully placed their visual banners in front of aspiring dancers who weren't yet searching for a new school. This approach resulted in a 45% increase in brand mentions and a 25% lift in direct website traffic, ultimately filling their program two weeks earlier than the previous year.