An advertiser is running an Awareness campaign with custom bidding and needs to spend the budget in full with a $2.50 cost per mille (CPM). Currently, the campaign is pacing at 100%, but the CPM is $2.55. How can the advertiser get closer to a $2.50 CPM (cost per mille)

To achieve a lower CPM, the advertiser should decrease the custom bid. Setting the bid to $2.45 tells the system to aim for a lower cost per 1,000 impressions. Monitoring is crucial to ensure the campaign continues to spend its budget, as a bid that is too low might restrict delivery. Setting the custom bid to $2.75 would increase the CPM, moving further away from the goal. Pausing the interest with the highest spend might reduce overall delivery and could prevent the budget from being spent in full. Turning off expanded targeting would narrow the audience, potentially increasing competition for a smaller pool and thus raising CPM, or severely limiting spend.