A new travel website wants to drive 500 sign-ups from a month-long Pinterest campaign, using a fixed $10,000 budget. The media planner is worried that users aren’t familiar with the brand. How should the campaign be structured to meet both budget and sign-up goals?

To meet a specific conversion goal (500 sign-ups) for a brand that suffers from low familiarity, a full-funnel approach is the most effective structure. Relying solely on a bottom-funnel campaign often leads to high costs because users are less likely to sign up for a service they have never heard of.