Comment on page
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. |
Last modified 5mo ago