--- title: Consideration Campaign — RGM® Glossary url: https://realgrowthmatters.com/glossary/consideration-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/glossary/consideration-campaign/ --- # Consideration Campaign con·sid·er·a·tion cam·paign/kənˌsɪdəɹˈeɪʃən kæmˈpeɪn/noun The middle-funnel push — turning people who know you into people weighing you, measured on engagement, not reach or sales. Term : Consideration Campaign Is : Campaign to drive active evaluation Funnel stage : Middle (awareness to consideration) Measured by : Engagement, consideration lift ## Forms & parts of speech consideration campaign · noun A mid-funnel evaluation campaign. "The **consideration campaign** moved people from 'heard of us' to 'looking into us' - we measured engagement, not sales." ## Definition in plain terms A consideration campaign is a marketing campaign designed to move audiences from awareness toward actively considering a brand or product — getting people who know a brand exists to start evaluating it as a real option. It targets the middle of the funnel, between top-of-funnel AWARENESS CAMPAIGNS (which build initial recognition) and bottom-of-funnel conversion campaigns (which drive purchase), and its job is to deepen interest and move prospects closer to a decision, not to make an immediate sale. ## The mechanics A consideration campaign works by giving people who are already aware of a brand reasons and information to evaluate it — deepening their understanding, building preference, and earning a place in their CONSIDERATION set. The tactics fit that goal: content that educates and demonstrates value (how-tos, comparisons, demos, webinars), retargeting people who showed initial interest, more detailed or persuasive messaging than pure awareness creative, and formats that invite engagement (video views, site visits, content downloads) rather than just impressions. Ad platforms often offer a 'consideration' campaign objective optimized for these mid-funnel engagement actions. Crucially, a consideration campaign is measured by mid-funnel metrics — engagement, video views, site visits, time on content, CONSIDERATION LIFT in brand studies, and movement into the consideration set — not by reach (which is the awareness stage's metric) or by immediate sales and ROAS (which belong to conversion). Holding a consideration campaign to a direct-response sales metric misreads its job and usually makes it look like a failure, the same way judging an awareness campaign on clicks does. The discipline is matching the objective, creative, and measurement to the consideration goal, and recognizing it as the bridge that converts the awareness the top of the funnel created into the qualified interest the bottom of the funnel can close. ## When it matters Consideration campaigns matter most as the mid-funnel bridge in a full-funnel strategy — turning awareness into active evaluation, especially for considered purchases where people research before buying. The discipline is to set a consideration objective, use educational and engaging creative suited to evaluation, retarget warmed audiences, and measure on engagement and consideration lift rather than reach or immediate sales. A well-run consideration campaign keeps prospects moving toward a decision and feeds the conversion stage with qualified interest; one judged by the wrong (sales) metrics, or skipped entirely so awareness jumps straight to a hard sell, leaves the funnel with a gap where interest goes cold. **Worked example.** A brand runs strong awareness campaigns and aggressive conversion campaigns but nothing in between, and finds that people who become aware rarely convert — there is a gap where interest should deepen. It adds a consideration campaign to bridge it: educational and comparison content, demos, and retargeting aimed at people who showed initial interest, with messaging designed to help them evaluate. Critically, the team measures it on engagement and consideration lift, not immediate sales, so it is not judged by the wrong yardstick. Prospects now move from 'heard of them' to 'actively evaluating them,' and the conversion stage receives warmer, more qualified interest — because the consideration campaign filled the mid-funnel gap that awareness-to-hard-sell had left wide open. **Failure modes to watch.** Judging a consideration campaign by immediate sales or ROAS instead of engagement and consideration lift; using pure awareness creative that doesn't aid evaluation; skipping the mid-funnel so awareness jumps straight to a hard sell; and failing to retarget the warmed audiences it should nurture. ## Synonyms & antonyms ### Synonyms consideration campaignmid-funnel campaignevaluation campaign ### Antonyms awareness campaignconversion campaign ## Origin & history The consideration campaign reflects the full-funnel framing of marketing, mapping campaign objectives to the awareness-consideration-conversion stages descended from the AIDA model and purchase funnel. Major ad platforms formalized it as a distinct campaign objective optimized for mid-funnel engagement, distinct from awareness (reach) and conversion (sales) objectives. Etymology: [source](https://en.wikipedia.org/wiki/Purchase_funnel). ## Usage trends Search interest for this term over the last five years: [View interest-over-time on Google Trends →](https://trends.google.com/trends/explore?q=consideration%20campaign&date=today%205-y) ## Common questions What is a consideration campaign? : A campaign designed to move audiences from awareness toward actively evaluating a brand — the middle-funnel bridge between awareness and conversion campaigns. How is a consideration campaign measured? : On mid-funnel engagement metrics — video views, site visits, content engagement, and consideration lift — not on reach or immediate sales, which belong to other funnel stages. What tactics suit a consideration campaign? : Educational and comparison content, demos and webinars, retargeting of warmed audiences, and engagement-optimized formats that help people evaluate the brand. ## Related tools & calculators - tool[Excess share-of-voice](/tools/excess-share-of-voice/) - tool[Brand-lift forecaster](/tools/brand-lift-forecaster/) ## Resources & people to follow - reference[Wikipedia — Purchase funnel](https://en.wikipedia.org/wiki/Purchase_funnel) - referenceFull-funnel campaign and brand-lift research - referenceRGM analysis — match objective, creative, and measurement to the consideration goal Curated, non-competitor resources verified per term. ## Related training - module[Growth marketing](/training/growth-marketing-foundations/) ## Disciplines Areas of marketing where consideration campaign is a core concern: [Growth strategy](/training/growth-marketing-foundations/)[Performance marketing](/training/performance-marketing-foundations/) ## Read next ## Related terms [Awareness campaign](/glossary/awareness-campaign/)[Brand consideration](/glossary/brand-consideration/)[Brand lift](/glossary/brand-lift/)[Demand generation](/glossary/demand-generation/)[Conversion rate](/glossary/conversion-rate/) ## Sources 1. trends[Google Trends — "consideration campaign"](https://trends.google.com/trends/explore?q=consideration%20campaign&date=today%205-y)