Three Audiences to Test for Ad Success in 2022
Ads taken a dive? This is what audiences are working now…
Here at Webtopia, we spend $10 million a year on ads.
This means we have a very good idea of how things are trending and in this blog, we’re sharing our ad audience insights for 2022.
Generally the rule of thumb is more consolidated audience, less granular structure - but in some cases we test a bit smaller first and then go bigger with tested segments.
Here’s some audience ideas to try this month:
Super Broad
This is a trend we’ve seen gain traction in the last few years.
Basically it means running an audience with very few exclusions and no specific interest or demographic targeting. For some accounts these audiences are killer! For others they are a flop - so don't be afraid to try, hold your nerve, but kill it if they aren't working!
Lookalikes
There are so many types of lookalike audiences that you can try.
As well as the obvious purchase audiences and uploaded data from your CRM, use lookalikes of your engaged website visitors, engaged video viewers, people who initiated checkout or engaged with your socials and see how they perform.
We usually test them out first as stand-alones, and then when we know which lookalikes are working, we combine them into a big old 'stacked lookalike'.
Interest Audiences
Big audiences are still working best and, depending on your location, we are talking 5 million+ here. But, even when going broad, we have always followed the rule of thumb to have a clear theme for each audience.
So if you have personas that like crafts and coffee - don't put craft and coffee together in one audience. Group a bunch of interests related to coffee and a bunch related to crafting and see which performs best. That way you learn more about the types of audiences that work. Later on… you guessed it, you can combine them!
The last few months we have also had success with decreasing our use of excluded audiences - even for pure prospecting.
The theory is that the extra conversion data you get from including warm audiences in prospecting helps send a bit more desperately needed data over to Facebook.
Over to you - What are you going to try first?
Let me know if any of these are winners for you!
