When optimizing for the Display Network, a clear call–to–action (CTA) in the ad text is important in order to:

  • increase overall impressions for the ad
  • identify the traffic to your website that was generated by AdWords ads
  • improve the Quality Score of the ad on all Google properties
  • set expectations for customers who are in various stages of the buying cycle

The correct answer is:

  • set expectations for customers who are in various stages of the buying cycle.

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