Stephen has been running a Sponsored Content campaign for one month and has four creatives live. Two of the creatives are showing a very low CTR and a very high CPL. What could he do next?

Pausing underperforming creatives is the most effective immediate action. Creatives with low CTR (Click-Through Rate) and high CPL (Cost Per Lead) are inefficient, wasting budget without generating desired results. By pausing them, Stephen can reallocate budget to better-performing creatives or develop new ones, improving overall campaign efficiency. Increasing the bid for underperforming creatives would worsen the CPL and further waste budget. Adjusting targeting might be a good next step if all creatives are underperforming, but for specific underperforming creatives, pausing them is more direct. Pausing the entire campaign is too drastic; only the inefficient elements need addressing.