An advertiser has an awareness campaign and wants to drive high traffic to its website to increase email sign-ups. The campaign is set up with a lifetime budget for 60 days and targets relevant keywords and interests. The campaign is pacing to deliver in full, but there has not been any increase in traffic or email sign-ups. What should the advertiser do to improve performance and drive traffic and email sign-ups?

The correct answer is to ensure creatives follow best practices and include a strong call to action (CTA). For an awareness campaign aiming to drive traffic and email sign-ups, compelling visuals and a clear, actionable CTA are crucial for converting impressions into clicks and subsequent actions. If traffic and sign-ups aren't increasing despite full delivery, the creative's ability to engage and prompt action is likely the bottleneck. Adding a new ad group to retarget site visitors is a good strategy for later stages but won't solve the initial problem of low traffic and sign-ups from the awareness campaign. Pausing the campaign and creating a new one with a consideration objective is unnecessary; the current awareness objective can still drive traffic if creatives are optimized. Adding more keywords might broaden reach but won't guarantee increased traffic or sign-ups if the existing creatives aren't effective at converting the already targeted audience.