An advertiser is running an awareness and a consideration campaign. The primary key performance indicator (KPI) for the awareness campaign is reach, and it’s using interests and keywords. The primary KPI for consideration is site traffic, which is using site retargeting audiences. The advertiser wants to drive additional people on Pinterest down the funnel from the awareness campaign to consideration. Which audience should the advertiser implement in the consideration campaign?

The advertiser wants to move users who saw the awareness campaign further down the funnel. An Engagement audience targets users who have interacted with the advertiser's Pins on Pinterest, such as saves, close-ups, or clicks. This directly captures the individuals exposed to the awareness campaign who showed some level of interest, making them ideal candidates for the consideration campaign. A Customer list is for targeting existing customers or leads, not necessarily those who engaged with awareness Pins. An Actalike audience (lookalike) finds new users similar to an existing audience, which isn't the goal here. Persona targeting is a broad demographic/interest-based approach, less precise than targeting specific engagers from the awareness campaign.