Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?
Correct Answer
“Search Network only – All features”
Why is this the correct answer?
The campaign type "Search Network only – All features" is the best choice for Mimi because it allows her to reach people searching for baked goods while providing the advanced ad scheduling controls needed to show ads only during her business hours. By choosing the "All features" subtype, Mimi unlocks granular settings like dayparting, which is essential for local businesses that want to sync their digital advertising with their physical storefront's availability. Mechanically, this campaign type prioritizes text ads triggered by specific keywords on Google Search, ensuring high-intent traffic. Unlike the standard search settings, the "All features" configuration gives Mimi the flexibility to adjust bids and schedules so that her budget is not wasted on clicks during the hours she is closed. This precision ensures that every dollar spent is focused on customers who can immediately visit her bakery or place an order, maximizing her return on investment.
Why are the other options incorrect?
“Display Network only – All features”
The "Display Network only – All features" campaign type fails this scenario because it focuses on showing visual ads to people browsing websites rather than those actively searching for baked goods. While it offers scheduling, it lacks the intent-driven targeting of the Search Network, which is critical for Mimi's goal of reaching active searchers.
“Search Network with Display Select – All features”
Choosing "Search Network with Display Select – All features" would likely lead to wasted spend because it expands Mimi's reach to the Display Network. Mimi’s specific requirement is to capture high-intent search traffic, and adding Display placements can dilute her budget on users who aren't currently performing a search.
“Display Network only – Remarketing”
The "Display Network only – Remarketing" option is unsuitable because it only targets people who have previously visited Mimi's website. This would prevent her from reaching new local customers who are searching for baked goods for the first time during her open hours.
Real-World Example
A local business called 'The Daily Crumb' used a "Search Network only – All features" campaign to capture the early morning demand for fresh bagels and coffee. By setting their ad schedule to run exclusively from 6:00 AM to 12:00 PM, they ensured that they weren't paying for clicks while their staff was busy cleaning up for the day. This strategic use of the "Search Network only – All features" subtype resulted in a 30% increase in morning foot traffic and a significant reduction in wasted ad spend during their closing hours, proving that timing is just as important as the search query itself.