# Ad Audience Best Practices

|       Objective      |                       Recommended Size                       |                                                                                                                                   Strategy                                                                                                                                   |                                                                                                                                                        Measurement                                                                                                                                                       |                                                                                                                               Ways of Thinking                                                                                                                              |
| :------------------: | :----------------------------------------------------------: | :--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------: | :----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------: | :-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------: |
| Awareness / Lead-Gen | <p>30k - 100k</p><p>\*can also use this as basis for LAL</p> | <p>Set an objective of traffic, brand awareness, or reach.</p><p></p><p>\*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</p> |                                                                <p>Last click sign ups via UTM params </p><p></p><p>New approach to view-through CVRs: Look at sign ups CVRs from organic and direct traffic and match them back to audience membership</p>                                                               |                                   <p>Saturate your audience. Ignore traditional thoughts about frequency cap.</p><p></p><p>Reset audience & rotate creative frequently to engage audience, maintain relevance and reset the algorithm.</p>                                  |
| Awareness + Outbound |                           10K - 50K                          |                                                                                                                Set an objective of traffic or brand awareness.                                                                                                               | <p></p><p>Reach as a proxy for match rate</p><p></p><p>Last click via UTM params not conversion events as measured by ad platforms. This will constrain your reach.</p><p></p><p>New approach to view-through CVRs: Look at sign ups CVRs from organic and direct traffic and match them back to audience membership</p> | <p></p><p>Goal: Higher CVRs in your core ICP & lower CPL</p><p></p><p>Saturate your audience. Ignore traditional thoughts about frequency cap.</p><p></p><p>Reset audience & rotate creative frequently to engage audience, maintain relevance and reset the algorithm.</p> |


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