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 Export your audience and take it to Twitter, Reddit, Quora, etc. | 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. |
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