AA small kitchen appliance advertiser is running a Brand awareness campaign with the goal of reach in a new market. Cost per mille (CPM) is underperforming compared to benchmarks. Which two steps can the advertiser take to improve CPM performance?

To improve CPM performance for a Brand awareness campaign focused on reach, the advertiser should aim to increase ad engagement and broaden the potential audience. Adding a carousel and collections ad unit can improve engagement by offering a more interactive and visually rich experience, which can lead to higher click-through rates and lower CPMs. Expanding interest targeting increases the pool of eligible users, allowing the algorithm more opportunities to find efficient placements, thus potentially lowering CPM. Removing frequency caps would likely increase CPM as the same users see the ad multiple times, leading to diminishing returns and higher costs per impression. Adding third-party audience targeting can narrow the audience and potentially increase CPM due to higher competition for those specific segments. Focusing interest targeting on appliances only would also narrow the audience, making it harder for the algorithm to find cost-effective impressions, thus potentially raising CPM.