An advertiser is running two campaigns: one using the Brand awareness objective and one using the Consideration objective. The former is not reaching the desired CPM goal, while the latter is reaching the desired CPC goal. What should the advertiser do to help drive the best return on investment?

To maximize Return on Investment (ROI), an advertiser should direct their budget toward the strategy that is efficiently meeting its objectives and driving valuable user actions. Efficiency-Based Optimization: The Consideration campaign is successfully reaching its CPC (Cost Per Click) goal. This indicates that the creative, targeting, and bidding for this campaign are well-aligned and effectively driving traffic to the website at a desirable price. Cutting Underperformance: The Brand awareness campaign is failing to meet its CPM (Cost Per Thousand Impressions) goal, meaning it is more expensive than intended to reach its audience. Investing more into an underperforming campaign (without first fixing the underlying creative or targeting issues) usually decreases overall ROI. Strategic Reallocation: Shifting funds from the underperforming Awareness campaign to the high-performing Consideration campaign allows the advertiser to capitalize on what is already working. This increases the total number of efficient clicks and site visits, which are higher-intent actions than mere impressions, thereby improving the overall return.