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Audience Best Practices

Define your audience so you can display tailored ads to your visitors.

Audience strategies tend to vary between business-to-consumer (B2C) companies and business-to-business (B2B) companies.

 

Recommended B2C Audience Types

The following audience types represent different areas of the purchase funnel. We recommend that you create each of these before you launch your campaign. We recommend a cookie duration of 30 days for these audiences, but note that your duration should match your sales cycle.

Visitors to Unsegmented Pages

We automatically create an audience that includes everyone who visits your homepage. Targeting all visitors lets you engage consumers who show the low intent, and ultimately bring them down the conversion funnel.

Product-Based Audience

Visitors who have gone to a specific product page belong in a product segment. Targeting a product segment lets you engage middle-of-the-funnel users who have shown some interest in products. This audience allows you to use unique ads, tailored to the product viewed.

Cart-Based Audience

People who have visited your cart page are high-intent audience. This audience is essential to a B2C retargeting campaign.

Conversion Audience

Visitors who have made a purchase and reached a Thank You page belong in a conversion audience. This lets you target them for loyalty programs or exclude them from campaigns designed to convert first-time purchasers.

 

Recommended B2B Audience Types

There are three crucial segments to build that should be the core of any B2B retargeting campaign. Typical cookie duration for this type of campaign is around 60-90 days.

Visitors to Unsegmented Pages

We automatically create an audience that includes everyone who visits your homepage. Targeting all visitors lets you engage consumers who show the low intent, and ultimately bring them down the conversion funnel.

Pricing Page Audience

Visitors who view pricing information tend to have a higher interest in your product. Create an audience for this mid-intent group.

Free Trial Request Audience

Visitors who request a free trial or more info are typically equivalent to a conversion audience. These visitors show the highest intent by requesting for a trial. You may want to exclude this audience from retargeting campaigns designed to convert casual browsers.

 

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