When Should I Choose to Book an Awareness Campaign or a Consideration campaign for my Advertiser?

When Should I Propose an Awareness Campaign or a Consideration campaign for my Advertiser?

Propose an AWARENESS Campaign: 
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If your client is looking to generate views of their brand online (to pair synergistically with their radio campaign for example). 
This means they have no expectations of the number of clicks generated in their reporting. (We might report the number of clicks, but they are not part of the TrueReach guarantee for an Awareness campaign)
If you choose your primary marketing objective to be Awareness in the proposal builder, this means you are looking to generate Impressions/Reach for your client, meaning, your client's ad dollars will go towards putting the ad in front of users; the campaign will ensure that the ad (within your campaign's chosen targeting) will be shown on websites where targeted users are. In an awareness based campaign, the key performance indicator is impressions (the # of times your ad is shown) or Reach (The total number of unique people who saw your ad or content at least once ie: how many individuals were exposed to your ad). This means that engagement (clicks, likes, CTR%) is not the focus of this campaign.
This also means the Awareness campaign is based on a CPM (Cost per Thousand/Mille). This means the rate is calculated for every thousand times the ad is shown (this is what CPM is based on).

Propose a CONSIDERATION/CONVERSION Campaign: 

-If your client wants to measure Actions taken.
-If they want to know which ad the audience clicked on more
-If they want to know what section/s on their website was clicked more
-If they want to see leads by means of a user filling out a form 
-If they want to measure the performance of their campaign beyond impressions (CPM): they need a Consideration or Conversion campaign (measured by Cost Per Click: CPC).

So, if you choose your primary marketing objective to be Consideration or Conversion in the proposal builder, you are looking to generate engagement, and you are going to measure ACTIONS for the client: clicks, likes, form fills, downloads, shares etc. If you choose one of these two marketing objectives, this means (in best case) you have had the chance to discuss with your client what they want to accomplish with this campaign. Perhaps the client wants to track: phone calls, app installs, lead form fills, quote requests, brochure downloads, foot traffic to the store, visits to the website etc. 

Summary:
If you choose Consideration as your marketing objective, this means impressions are not the key performance indicator: Clicks and the Click-Through Rate (CTR) are more important. 
Same goes for Conversion: impressions are a nice to have, but they are not the KPI in a conversion campaign either. In fact, your impressions will often drop considerably in a Consideration or Conversion campaign, because the focus is on getting users to Click the ad (paid by CPC, cost per click).