In a Purchase Campaign, which statement about display and video CTAs and search terms is correct?

In a Purchase Campaign, which statement about display and video CTAs and search terms is correct?

• A. Display and video should focus on brand storytelling around the brand.
• B. Display and video should include an implicit or explicit call-to-action such as "buy now".
• C. Search should use negative keywords only.
• D. Search should avoid brand terms.

Answer: (B)

The key idea is to drive a purchase action directly from the ad creative. In a Purchase Campaign, display and video assets should include a clear call-to-action, whether explicit like “buy now” or implicit like “shop today.” This gives viewers a concrete next step and aligns the creative with the campaign goal of converting interest into a sale, making it easier to measure success as users move from viewing to purchasing. Relying solely on brand storytelling or imagery doesn’t push toward a purchase action quickly enough. While storytelling has its place, the purchase-focused objective benefits most from a direct prompt that connects the ad to an immediate action on the landing page. As for search terms, using negative keywords alone would miss capturing users who are actively looking to buy. A purchase campaign benefits from including high-intent keywords (and relevant brand terms) that reflect buying intent, with negatives helping to filter irrelevant traffic. That’s why the CTA-focused approach on display and video is the strongest match for driving purchases.

The key idea is to drive a purchase action directly from the ad creative. In a Purchase Campaign, display and video assets should include a clear call-to-action, whether explicit like “buy now” or implicit like “shop today.” This gives viewers a concrete next step and aligns the creative with the campaign goal of converting interest into a sale, making it easier to measure success as users move from viewing to purchasing.

Relying solely on brand storytelling or imagery doesn’t push toward a purchase action quickly enough. While storytelling has its place, the purchase-focused objective benefits most from a direct prompt that connects the ad to an immediate action on the landing page.

As for search terms, using negative keywords alone would miss capturing users who are actively looking to buy. A purchase campaign benefits from including high-intent keywords (and relevant brand terms) that reflect buying intent, with negatives helping to filter irrelevant traffic. That’s why the CTA-focused approach on display and video is the strongest match for driving purchases.