An advertiser is running two campaigns; one for Awareness and one for Consideration. The primary key performance indicator (KPI) for the Awareness campaign is reach, and it’s using interests and keywords. The primary KPI for the Consideration campaign is site traffic, which is using site retargeting audiences. The advertiser wants people who engaged with its awareness campaign to be subsequently targeted by the Consideration campaign. Which audience should the advertiser target to accomplish this goal?

An Engagement audience is the correct choice because it allows advertisers to target users who have previously interacted with their content on Pinterest, such as pins, videos, or campaigns. In this scenario, the advertiser wants to target users who engaged with the Awareness campaign, making an Engagement audience the ideal solution for moving them down the funnel to the Consideration campaign. Actalike audiences (also known as lookalike audiences) are used to find new users who share characteristics with existing customers or website visitors, not to retarget previous engagers. A Customer list requires uploading existing customer data, which isn't the goal here. Persona targeting involves creating profiles of ideal customers based on demographics and behaviors, but it doesn't specifically target users who engaged with a prior campaign.