Frank runs a scuba-diving business that offers lessons and sells scuba-diving equipment. Frank wants to engage with users who are researching scuba-diving lessons. Which marketing objective should Frank choose when creating his Display campaign?

Frank should choose to influence consideration because this marketing objective is specifically designed to reach audiences who are actively researching, comparing, or contemplating services like scuba-diving lessons, rather than those just beginning to learn about the brand or those ready to make an immediate purchase. By targeting users in the "mid-funnel" research phase, Frank can highlight the unique value of his instruction and keep his business top-of-mind during the critical decision-making process, effectively bridging the gap between general awareness and final action.