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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.
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.