This SME is currently running several different campaigns across the social media platforms. Table 1 shows the causal conversion rate (behavior change caused by the ad) of each campaign (measured by the SME's A/B testing) and the average cost per conversion on each channel. Note: All the values in this table are entirely fictional.

Table 1: Causal Conversion Rate and Cost Per Conversion for Each Campaign

	Facebook	Instagram	LinkedIn	YouTube
Average cost per conversion	$3.2	$3.2	$3.5	$1.5
Campaign 1 conversion rates	0.7%	1.5%	0.15%	2.3%
Campaign 2 conversion rates	0.9%	1.75%	0.2%	0.9%
Campaign 3 conversion rates	0.1%	1.0%	-	1.3%
Campaign 4 conversion rates	1.2%	-	-	0.75%

1. How should this SME optimise spending across and within the different social media marketing channels? Provide a brief explanation for your recommendations