An advertiser has two live campaigns: one under the awareness objective and one under the consideration objective. The awareness campaign is not reaching the desired goal of $1.00 cost per mille (CPM). The consideration campaign is performing well with a cost per click (CPC) of $0.30. What should the advertiser do with the campaign budgets to take advantage of good performance?

The correct strategy is to reallocate budget from the underperforming awareness campaign to the high-performing consideration campaign. This allows the advertiser to maximize results by investing more in what's already working well. Increasing the awareness campaign budget when it's not meeting its CPM goal would likely lead to more inefficient spending. Taking budget from the consideration campaign would hinder its positive performance. Decreasing the consideration campaign budget because its CPC is low is counterintuitive; low CPC indicates efficiency, making it a prime candidate for increased investment.