Frank runs a scuba-diving business that offers lessons and sells scuba-diving equipment. Frank wants to engage with users who are researching scuba-diving lessons. Which marketing objective should Frank choose when creating his Display campaign?

Frank should select the “Influence consideration” objective for his Display campaign if his goal is to connect with users who are actively researching scuba-diving lessons.

• Build awareness
• Drive action
• Increase sales
• Influence consideration

Explanation:

Frank, who provides scuba diving lessons and sells related equipment, should select the “Influence consideration” objective when setting up his Display campaign. This objective is specifically designed to engage users who are actively researching products or services—such as scuba diving lessons—and helps keep his brand visible during the critical decision-making stage. Google recommends this objective to influence potential customers as they evaluate their options.