Joop is running a Sponsored Brands video campaign to help drive conversion. Which keyword strategy would best help them meet their goal?

For driving conversions, prioritizing exact match bids is crucial because these keywords are highly specific and indicate strong purchase intent. Category terms also capture users actively searching within a product area. Following this with phrase or brand terms maintains relevance while expanding reach slightly. Broad match or competitor terms are less precise for immediate conversions but can be used for discovery and brand awareness, making them a lower priority for a conversion-focused strategy. The incorrect option's strategy of prioritizing phrase match or brand terms first, then broad match, is less effective for direct conversions as it starts with broader targeting and may attract less qualified traffic.