Best Practices

Audiences are computed and refreshed every day. 

Audiences only apply to Onsite Display and Offsite campaign types. Audiences are where a group of shoppers is selected for whom the ad is intended. 

On products that are not purchased frequently (e.g. electronics), we recommend excluding recent purchasers. This will allow spending the campaign budgets on users that haven’t yet purchased the product. 

Audience Size Management 

• Regularly check audience size to ensure alignment with campaign goals without overly limiting reach. 

Audience Fee Management 

Leverage Events and Contact List to monetize your audience. You can input 2 different CPM: 

• Onsite Display Data Fee (based on contact list, events, store ID) 

• Offsite Data Fee (based on 1st party Data) 

• The same fee applies to all campaigns 

Audience not scaling: Audience size optimization. 

• Increase the lookback window gradually, using 30 days at a time as a recommendation. 

• Add more categories or brands. 

Audience not "performing" (low sales): Test out new audiences 

• Create audiences of users that have added products to cart with an exclusion of those that have purchased 

• Test shorter lookback windows to target users who have more recently shown interest. 

Audience Size Alerts 

• Certain combinations can result in infinite audiences, making them impractical for use. The Builder blocks three specific scenarios that would create excessively large audiences. 

  • Exclusion without any inclusions. 

  • Exclusion of a segment within an "OR" grouping. 

  • Exclusion of two segments within an "AND" grouping. 

Depth of Nesting 

• The Audience Builder supports up to three layers of depth in nested algebra logic. 

Logical Combinations 

• Understand the implications of using "AND" and "OR" logic. "AND" narrows down the audience, while "OR" broadens it.