Do You Recommend Creating a Broad Ad Set and Then a More Specific One?

Short Answer: Yes, trying a broad ad set followed by a more specific one can be an effective approach. You can specifically test a lookalike ad set that is created from your custom client list to find the best audience for your campaign.

Full Explanation

When setting up ad campaigns, starting with a broad ad set allows you to reach a wider audience initially. Once you have this general reach, creating a more specific ad set helps you narrow down to the audience that is more likely to convert or engage. A powerful way to make this more specific ad set is by utilizing a lookalike audience. This lookalike audience is generated from your existing custom client list, which means you’re targeting people who share similar characteristics with your current clients, potentially increasing the effectiveness of your ads.

Step-by-Step Breakdown

Create a Broad Ad Set: Begin your campaign with a wider, less targeted audience to gain initial reach and data.
Generate a Lookalike Audience: Use your custom client list as the source to create a lookalike audience.
Create a More Specific Ad Set: Launch a new ad set that targets this lookalike audience to test its performance.
Compare and Optimize: Measure the results from both ad sets to determine which performs better and adjust your strategy accordingly.

Real Examples

Imagine you have a custom list of your current clients. You can upload this list to create a lookalike audience, which is essentially a group of people who have similar traits to those clients. Running ads targeting this lookalike group within a specific ad set allows you to test whether this targeted approach yields better results compared to a broad ad set.

Common Mistakes

Not leveraging the custom client list to create lookalike audiences and missing out on a more specific targeting opportunity.
Failing to test both broad and specific ad sets, which can limit understanding of which approach works best.
Starting only with narrow targeting without initial broad testing, which can reduce potential reach and valuable data collection.

FAQs

Can I use any audience to create a lookalike? You should use your custom client list for best results when creating lookalike audiences.
Should I always start with a broad ad set? Starting broad is recommended as it helps gather data before narrowing down.
How do I know which ad set performed better? Measure performance metrics like engagement, conversions, or return on ad spend to compare.

Key Takeaways

Starting with a broad ad set followed by a more specific one can optimize your ad campaign performance.
Lookalike audiences created from custom client lists make excellent specific targets for ad sets.
Testing both broad and lookalike ad sets is essential to understand your audience and maximize ad effectiveness.