3: Creating & Retargeting Custom Audiences

CUSTOM AUDIENCES YOU SHOULD CREATE

Generally speaking, you want the maximum duration for a Lookalike and shorter durations for audiences you plan to retarget (7 – 30d), as people who have engaged with your ads, page, or visited your site more recently are going to be warmer. These are not hard and fast rules, and you should experiment with different types and durations for your custom audiences to see what works best for your books.

These are the custom audiences I recommend creating:

• Page Engagement (365d)
• Page Engagement (60d)
• Page Engagement (30d)
• Web (180d)
• Web (30d)
• Mailing List (All)
• Mailing List (Organic Segment Only)