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?

Analysis of Correct Answer(s) - Influence consideration is the correct objective because Frank's target audience is actively researching scuba-diving lessons. This places them in the middle of the marketing funnel. The "Influence consideration" goal is designed to engage users who are exploring products or services like yours, encouraging them to remember your brand and consider it when they are ready to make a decision. This perfectly aligns with engaging users during their research phase.

Analysis of Incorrect Options - Build awareness: This objective is for the top of the funnel, aimed at reaching a broad audience to introduce a brand. Frank's audience is already aware of their need and are actively searching, making this objective less specific for his goal. - Drive action / Increase sales: These objectives are for the bottom of the funnel, focused on encouraging immediate conversions like purchases or sign-ups. While this is Frank's ultimate goal, his immediate objective is to connect with users who are still considering their options, not necessarily those ready to buy instantly. Focusing on consideration first can lead to more qualified actions later.