When optimizing to build awareness, what components should you optimize first?

When optimizing for awareness, focusing on sites, creatives, and time of day directly impacts how widely and effectively your message is seen. Optimizing sites ensures your ads appear on relevant platforms where your target audience is present. Strong creatives are crucial for capturing attention and conveying your brand message memorably. Adjusting the time of day helps you reach your audience when they are most receptive. While budget and pacing are important for campaign management, and spend and frequency influence reach, they are secondary to the core elements that define what is seen and where/when it's seen for awareness goals. Audience and brand are foundational but are typically defined before optimization begins, rather than being components you "optimize" in the same way as sites or creatives.