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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.

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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.

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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Last modified 5mo ago