A newly launched Brand awareness campaign is performing well with CPMs (cost per mille) slightly above advertiser benchmark. The campaign is set up with two ad groups targeting: Ad Group 1: Interest and keywords Ad Group 2: Audience list Both ad groups have a frequency cap of three, target all placements and are set to automatic bidding. What action can the advertiser take to further improve CPM?

Removing the frequency cap can improve CPM by allowing the campaign to reach more unique users within the target audience, potentially at a lower cost per impression. A frequency cap limits how often an ad is shown to the same user, which can restrict reach and increase the cost of impressions if the available audience is small or highly saturated. While custom bids offer more control, automatic bidding is often efficient for awareness campaigns, and switching might not guarantee better CPM without careful optimization. Weekly frequency targets are less restrictive than daily but still impose a cap. Dynamic retargeting is for conversion-focused campaigns, not brand awareness, and would not directly address CPM improvement for initial reach.