Suggestions for Audiences:
- The audience is a crucial aspect to the success of your campaign.
- There is no magic number for audience size as success is dependent on budget, industry in which you operate, and Key Performance Indicators (KPIs).
- A large audience gives your campaigns increased reach. However, a large audience that is too broad has the potential to be counterproductive.
- Create specific audiences that will react to your offers.
- The sum of the audiences should give you the ability to target specific subsets with different offers.
- Keep in mind that the goal is to entice decision makers and Marketing Qualified Leads (MQLs) to proactively enter your pipeline.
- Your top of the funnel content should target the main countries and job function of your target market.
Testing and Optimizing Audiences:
- Start with 3-4 distinct audience segments and measure their performance separately.
- Example: You might create separate audiences for "C-Suite Technology Executives," "IT Directors in Healthcare," and "Manufacturing Operations Managers" if these align with your target market.
- Track key metrics for each audience, including click-through rates, conversion rates, and cost per acquisition.
- Regularly refine your audience targeting based on performance data – expand successful segments and revise or pause underperforming ones.
Preview the data:
After running the audience based on your criteria, take a look at the data to see what kind of results are being returned.
To see this:
- Wait for the Audience to complete
- Select the Audience
- Choose the Actions menu
- Click "Preview Data"
Please note: The preview feature is only available for custom-defined audiences (non-native type audiences), which are audiences created with specific criteria rather than platform-provided standard audiences.
Evaluating Audience Performance:
- Effective audiences typically show engagement rates above industry benchmarks
- Watch for audience fatigue signals (declining click rates over time)
- For B2B campaigns, measure both immediate engagement and longer-term pipeline impact
- Consider adjusting audience parameters if you see high impression counts but low engagement