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 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?

• Build awareness
• Drive action
• Increase sales
• Influence consideration

Explanation
Frank’s goal is to reach users who are actively researching scuba-diving lessons, but haven’t decided yet. The best-fit marketing objective is “Influence consideration”, which helps advertisers engage with users during the research and evaluation phase of their journey. This approach keeps the brand in front of potential customers and encourages them to consider Frank’s business over competitors.