All about: Audience Groups

Expand or refine your reach by merging audiences using Audience Groups. This article covers common uses, combinations and outcomes, creating audience groups and using audience groups in campaigns.

Common uses

• Combine many small audiences to increase reach and improve campaign performance.
• Combine broad audiences (eg, ABM list, retargeting) with audiences that use additional criteria (eg, geos, country) to refine targeting for campaigns.

Audience Group combinations and outcomes

Note: Read All about: MetaMatch vs native targeting audiences to learn about different audience types.

MetaMatch

Audience	Combined with	Logic	Outcome
MetaMatch	MetaMatch	OR	Audience expands
MetaMatch	Firmographic (Facebook Native Targeting)	AND	Audience shrinks
MetaMatch	Firmographic (LinkedIn Native Targeting)	AND	Audience shrinks
MetaMatch	Facebook Retargeting / Lookalike	OR	Audience expands
MetaMatch	LinkedIn Retargeting / Lookalike	OR	Audience expands

Facebook Native Targeting

Audience	Combined with	Logic	Outcome
Firmographic (Facebook Native Targeting)	Firmographic (Facebook Native Targeting) *using different fields	AND	Audience shrinks
Firmographic (Facebook Native Targeting)	Firmographic (Facebook Native Targeting) *using same fields with different values	OR	Audience expands
Facebook Retargeting / Lookalike	Facebook Retargeting / Lookalike	OR	Audience expands
Facebook Retargeting / Lookalike	Firmographic (Facebook Native Targeting)	AND	Audience shrinks

LinkedIn Native Targeting

Audience	Combined with	Logic	Outcome
Firmographic (LinkedIn Native Targeting)	Firmographic (LinkedIn Native Targeting) *using different fields	AND	Audience shrinks
Firmographic (LinkedIn Native Targeting)	Firmographic (LinkedIn Native Targeting) *using same fields with different values	OR	Audience expands
Firmographic (LinkedIn Native Targeting)	Accounts List CSV (LinkedIn Native Targeting)	AND	Audience shrinks
LinkedIn Retargeting / Lookalike	Accounts List CSV (LinkedIn Native Targeting), Salesforce Accounts (LinkedIn Native Targeting), G2 Intent Data (LinkedIn Native Targeting), LinkedIn Retargeting / Lookalike	OR	Audience expands
LinkedIn Retargeting / Lookalike	Firmographic (LinkedIn Native Targeting)	AND	Audience shrinks

How to create Audience Groups

1. Log in to the Metadata platform
2. Click MetaMatch Audiences on the left navigation
3. Click Audience Groups on the top navigation
4. Click Add Audience Group
5. Choose Facebook Audience Group or LinkedIn Audience Group
   

   Note: Audience Groups are channel-specific because native targeting audiences are channel-specific. Grouping LinkedIn audiences with Facebook audiences is not possible. Therefore, you must choose the channel that your Audience Group will be used for before you can group audiences.

   
   
   
6. Select the audiences you’d like to group
7. Click Group Selected
   
   
   
   
8. Enter audience group name
   

   Tip: Be specific in how you name your audience group. Consider including the audience criteria. For example, NA_EMEA_Tech_CloudEngineers.

9. Click Save
   
   

How to add Audience Groups to your campaign

Add Audience Groups to your campaigns using these steps: 

1. Click + Include Audience
2. Click Audience Groups
3. Select the audience group(s) you want to add
4. Click Add Selected