What are the two current keywordless campaign types that marketers can use to drive incremental reach? Select 2 Correct Responses
Select all correct answers
Correct Answers
Dynamic Search Ads
Performance Max
Why is this the correct answer?
The two current keywordless campaign types marketers can use to drive incremental reach are Dynamic Search Ads and Performance Max. Dynamic Search Ads crawl the advertiser's website and automatically generate ads matching relevant user queries — without requiring a keyword list. Performance Max is a fully automated keywordless campaign that uses asset groups and audience signals to serve ads across all Google channels, reaching users not covered by keyword-based campaigns. Both types extend reach to incremental demand beyond what traditional keyword campaigns can access.
Why are the other options incorrect?
Responsive search ads
Responsive search ads are a keyword-based ad format — they require keywords in the ad group to trigger, so they are not a keywordless campaign type for driving incremental reach.
Expanded text ads
Expanded text ads are a legacy keyword-based format — they require keywords to trigger and have been sunset by Google in favour of RSAs; they are not a keywordless campaign type.
Real-World Example
An online furniture retailer supplements their keyword campaigns with Dynamic Search Ads (covering 8,000 product pages) and a Performance Max campaign (covering YouTube, Gmail, and Display). The two keywordless campaign types contribute 29% of total conversions — all incremental traffic not covered by any existing keyword — increasing overall revenue by £84,000 in the first quarter.