What should Nicole do after noticing her campaign is only converting from companies with more than 500 employees?

Focusing on targeting HR employees at companies with more than 500 employees is a strategic decision based on the data that reveals where the campaign is currently experiencing success. By narrowing the campaign's targeting, Nicole can refine her approach to engage with the specific audience segments that are already converting. This allows for more tailored messaging and content that resonates with HR professionals in larger organizations, potentially increasing conversion rates even further.

This approach leverages the information that indicates a successful conversion rate within a particular demographic, reinforcing the effectiveness of the campaign where it is already strong. It also helps in optimizing resources, as she can concentrate her efforts on those more likely to engage and convert, rather than spreading her budget and resources too thin across less likely targets.

In contrast, expanding the campaign to include all HR professionals might dilute the effectiveness, as it introduces a wider array of companies, some of which may not have the same needs or budget capabilities as larger firms. Increasing the budget to boost visibility does not guarantee improved conversion rates without addressing the underlying targeting strategy. Lastly, changing the ad content to appeal to smaller companies may stray too far from the identified successful target audience and could result in a less focused campaign. Therefore, refining her targeting is the most logical and effective next step given