Ciaran is running a Sponsored Brand video campaign focused on driving consideration. Which keyword strategy would you recommend to best help them achieve this goal?

The correct answer is Focus on equal parts breadth and depth of keywords. For a Sponsored Brands video campaign focused on driving consideration, it is important to strike a balance between breadth and depth in keyword targeting. Focusing on breadth allows the campaign to reach a larger audience by capturing a wide range of relevant search queries, helping to increase visibility and awareness. At the same time, focusing on depth ensures that the campaign targets more specific, highly relevant keywords that align closely with the brand’s products or messaging, allowing for more precise targeting and engagement with users who are in the consideration phase of the buying journey. By combining both strategies, Ciaran can maximize the campaign’s reach while maintaining relevance, which is essential for driving consideration and encouraging potential customers to explore the brand further.