LogoLogo
  • Welcome to Primer!
  • Managing Your Account
    • Invite a User to Your Primer Account
    • Change User Role
    • Upgrade Subscription
    • Cancel Subscription
    • Notification Center
  • Product Changelog
  • An Introduction to Primer's Database
    • Information Security
  • Connections
    • Connecting the Primer Web Script
    • Setting up Connections
      • Connecting Salesforce to Primer
        • Salesforce Requirements and Permissions
        • Troubleshooting Your Salesforce CRM Connection to Primer
      • Connecting HubSpot to Primer
        • HubSpot Requirements and Permissions
        • Troubleshooting Connections Errors
  • BUILDING AUDIENCES
    • How to Build an Audience
      • Primer Filter Criteria
        • Department Definitions
        • Industry Definitions
      • Audience Match Rate Estimates
      • Audience Summary
      • Audience Preview
      • Salesforce Filter Criteria
      • HubSpot Filter Criteria
      • Using CSVs as Filter Criteria
      • Understanding Salesforce and CSV Match Rates
      • Performant Audience Sizes
    • Managing Audiences in Primer
      • Audience Statuses
      • Matched Audience Size
      • Audiences Dynamically Update
      • Active Audience Slots
      • Ad Audience Best Practices
  • USE CASES HOW TOs
    • PMax Campaigns Audience Signals
    • Unbranded Search Exclusion Audiences
    • Unbranded Search Inclusion Targeting
  • Apply Audiences to Demand Gen Campaign
  • SYNCING AUDIENCES
    • Syncing Your Audience
    • Google Ads
      • Google Match Rates
      • Google Ads Metrics
    • LinkedIn Ads
    • Facebooks Ads
      • Facebook Intro for B2B Marketers
  • TROUBLESHOOTING CONNECTIONS
    • Meta Troubleshooting
      • Error: Facebook Custom Audiences Terms of Service
      • Error: Facebook Ad Account Not Associated with a Business
      • Error: Facebook Permissions
      • Issue: Junk Leads Because of Advantage+ Audience Setting
      • Error: Too Many Custom Audiences in Facebook
    • Google Troubleshooting
      • Error: Google "Please verify that the account has been whitelisted."
      • Troubleshooting: How to Share Audiences Between Google Ads and DV360
      • Trouble Locating a Specific Audience in Google
      • Trouble Understanding Google Match Rate vs. Audience Size
    • Other
      • Error: Miscrosoft "Customer List Terms And Conditions Not Accepted"
  • UNDERSTANDING PERFORMANCE
    • Benchmarking Success
    • Match Rate vs. Reach Rate
  • Learn More
    • Conversion Lift Analysis (Beta)
    • Experimental Ad Destinations (Beta)
Powered by GitBook
On this page
  1. BUILDING AUDIENCES
  2. Managing Audiences in Primer

Ad Audience Best Practices

Below are the best practices for adjusting your ad profile settings based on your growth goal and the metric you're trying to move.

Objective
Recommended Size
Strategy
Measurement
Ways of Thinking

Awareness / Lead-Gen

30k - 100k

*can also use this as basis for LAL

Set an objective of traffic, brand awareness, or reach.

*Note: You can try conversions or lead form fills but reach will be heavily constrained, depending on pre-exposure brand awareness and willingness to convert off a single paid media placement

Last click sign ups via UTM params

New approach to view-through CVRs: Look at sign ups CVRs from organic and direct traffic and match them back to audience membership

Saturate your audience. Ignore traditional thoughts about frequency cap.

Reset audience & rotate creative frequently to engage audience, maintain relevance and reset the algorithm.

Awareness + Outbound

10K - 50K

Set an objective of traffic or brand awareness.

Reach as a proxy for match rate

Last click via UTM params not conversion events as measured by ad platforms. This will constrain your reach.

New approach to view-through CVRs: Look at sign ups CVRs from organic and direct traffic and match them back to audience membership

Goal: Higher CVRs in your core ICP & lower CPL

Saturate your audience. Ignore traditional thoughts about frequency cap.

Reset audience & rotate creative frequently to engage audience, maintain relevance and reset the algorithm.

PreviousActive Audience SlotsNextPMax Campaigns Audience Signals

Last updated 7 months ago