A media planner is running a campaign for a client who sells outdoor gear. The client wants to drive traffic to its website and monitor its campaign’s cost per click (CPC) to ensure it is getting a good return on investment (ROI). How should the media planner prioritize to help improve CPC on Pinterest?

Pinterest Performance+ Consideration campaigns are designed to optimize for traffic and clicks, making them ideal for improving CPC. Automated bidding leverages machine learning to find the most efficient bids to achieve campaign goals, directly impacting CPC and ROI. Switching to a standard auction with manual bids might increase management overhead and could lead to higher CPC if not managed expertly. Adjusting targeting to past purchasers is a good strategy for conversions but might limit reach for a traffic-focused campaign and doesn't directly optimize CPC. Increasing video creative can boost engagement but doesn't inherently guarantee a lower CPC; it depends on the video's performance and bidding strategy.