A media planner is reviewing the results of a Pinterest traffic campaign for an e-commerce electronics retailer. After running for 30 days, the campaign has generated high impressions but low click through rate (CTR) and engagement. The client is concerned that the ads are not reaching the right audience. Which two actions can the media planner take to optimize this campaign?

When a campaign has high impressions but low CTR and engagement, it indicates that the ads are being seen by a large volume of people, but they are either not the right people or the content is not compelling enough to warrant a click. Audience Optimization: High impressions with low engagement often mean the targeting is too broad or misaligned. An electronics retailer should ensure they are using a mix of Keywords (targeting specific search intent like "best noise-canceling headphones") and Interests (targeting users who browse "Home Office Setup" or "Tech Gadgets"). Refining these parameters ensures the ad appears to "active planners" rather than disinterested browsers. Creative Diversification: In the electronics category, static images can sometimes fail to show the functionality or "cool factor" of a product. Carousel ads are excellent for showcasing multiple features or different angles of a gadget, while Video Pins (ideally 6–15 seconds) can demonstrate the product in action. Diversifying formats captures different user behaviors and has been shown to improve overall engagement rates.