An advertiser is running a full-funnel strategy and has campaigns in every objective to promote its new line of jeans. The awareness campaign is set up with one ad group targeting fashion keywords and women with no frequency cap. The consideration campaign is optimized towards outbound clicks and has two carousel ads. The conversion campaign is optimized towards checkouts and has static creatives with coupon codes. The upper and mid-funnel campaigns are performing well but increased cost per checkouts have been occurring in the lower-funnel campaign. What can the advertiser do to improve lower-funnel campaign performance?

The correct answer is to set a new audience in the conversion campaign targeting people on Pinterest who engaged with the upper and mid-funnel campaigns. This strategy, known as retargeting or remarketing, focuses on users who have already shown interest in the product or brand. Since the upper and mid-funnel campaigns are performing well, leveraging that engagement to create a highly qualified audience for the conversion campaign will likely lead to lower cost per checkouts. Shifting budget from consideration or awareness campaigns to conversion without optimizing the conversion campaign's targeting might just increase spending on an inefficient audience, rather than improving performance. Adding Idea Pins to the conversion campaign might increase engagement, but it doesn't directly address the issue of high cost per checkouts if the audience isn't highly qualified for conversion.