An advertiser is running a full-funnel strategy and has campaigns in every objective to promote its new line of jeans. The Brand 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 Conversions campaign is optimized towards checkouts and has standard image ads 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?
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Correct answer: Set a new audience in the conversion campaign targeting people on Pinterest who engaged with the upper and mid-funnel campaigns..
Why this is the answer
In a full-funnel strategy, the primary role of the upper and mid-funnel campaigns (Awareness and Consideration) is to build a "warm" pool of potential customers. If your lower-funnel (Conversion) campaign is experiencing high costs, it often means the targeting is too broad or is not effectively "catching" the people who have already shown interest.
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