Select the best answer for each

1. I feel like I'm doing a lot to improve my ads, but it seems like I'm hitting a wall. Is there something I can do to optimize my campaigns further?

a. Nope. If you've got your bids as low as you can and your impressions stay pretty consistent, there's nothing more you can do.

b. Yes. Get rid of low- or moderate-performing keywords and don't add more to your pool. This way all your budget is dedicated to your most successful keywords.

c. Yes. Reorganize your best-performing keywords into your top-performing ad group. Do the same for moderate and low-performing keywords. This will allow you to better allocate funds as well as better optimize bids and ad copy.

2. What's your strategy with the retargeting campaign? And what will you use to measure performance?

a. Since retargeting campaigns focus on audience size, I'm going to retarget anyone who's been to any page of our website. They've already shown interest in our brand, so they should be interested in learning more specifically about the American Dream Backpack. The metrics I'll focus on are click-through rate and revenue.

b. My strategy is ad relevance. I'll target the backpack category page audience. As they've already shown an interest in backpacks, they should be interested in learning more specifically about the American Dream Backpack. The metrics I'll focus on are conversion rate and impressions.

c. Even though the audience size is smaller, I'm going to target anyone who's been to the American Dream Backpack product page. They're obviously interested in the product. They probably just need a little push. The metrics I'll focus on are conversion rate and click-through rate.

3. I'm starting an interest campaign. I've got an audience of about 15,000 with interests in skateboarding, snowboarding, and outdoor recreation. How do I know if I'm doing my targeting right?

a. That sounds like a good interest selection for your products. If the audience is right but too small, you'll see low impressions but a high click-through rate. If the audience is right but too big, you'll see high impressions but a low click-through rate. If your audience is wrong or too broad, you may see high impressions and click-through rates but a low conversion rate.

b. That sounds like a good interest selection for your products. As long as you've based your audience on interests similar to your target persona, you can't go wrong.

c. That sounds like a good interest selection for your products. If the audience is right but too small, you'll see low clicks but a high ROAS. If the audience is right but too big, you'll see high clicks but low ROAS. If your audience is wrong or too broad, you may see high clicks, click-through rates, and conversion rates.