Best practices: Audience Diversity

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:

1. Wait for the Audience to complete
2. Select the Audience
3. Choose the Actions menu
4. 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