Understanding Audience Size and Performance

Minimums:

Ensure your audiences are large enough to achieve sufficient match rates for successful paid destinations:

  • LinkedIn (LI): Minimum 300 people for audience creation, but best performance is often seen with >10,000.

  • Facebook (FB): Technically 100, but best performance is often seen with >30,000.

  • Google: Technically 1,000, but better results are typically achieved with >50,000.

When planning your ad campaigns, aligning your audience size with your objectives is crucial. Here are some key considerations to ensure you're targeting effectively and maximizing your results:

1. Audience Size and Match Rates

First, consider the overall audience size shown in Primer. However, not all of these users will be reachable due to match rates. Here’s a breakdown of match rates across different platforms:

  • Facebook Avg: 40-65%

  • LinkedIn Avg: Above 85%

  • Google Avg: 15-35%

For instance, if you have an audience size of 1 million and assume a 50% average match rate, your matched audience size will be 500,000.

2. Daily Reach

Next, determine what percentage of your matched audience you can reach daily with an ad. This percentage can vary based on factors like bid amount, budget, targeting criteria, campaign objectives, and ad placements. For example, if your daily reach is 3%, your reach would be 15,000 people per day (3% of 500,000).

3. Engagement and Conversion Rates

Consider the engagement rate with your ad. If you have a click-through rate (CTR) of 1%, out of the 15,000 people reached daily, 150 will click on your ad. Next, factor in your website's conversion rate. If your site has a conversion rate of 5%, then 7.5 people (5% of 150) will complete a desired action, such as a form submission.

Here's what this funnel looks like all summed up:

Audience Size

1,000,000

Match Rate

50%

Matched Audience Size

500,000

Daily Reach %

3%

Daily Reach

15,000

CTR

1%

Website Visitors

150

Website CVR

5%

Form Submits

7.5

4. Key Considerations

  • Budget: Ensure you have an optimal budget to maximize your daily reach.

  • Platform Characteristics: Recognize that some platforms, like Facebook and Instagram, are mobile-first. Ensure your website’s conversion rate is above 5%.

  • Creative Quality: Your ad creative must be engaging to achieve a click-through rate of around 1%.

By keeping these factors in mind, you can better estimate and optimize your audience size and ad performance, ultimately leading to more effective campaigns.

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