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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.