2: Aggregating Audiences (Walkthrough)

You aggregate audiences for two primary reasons:

  1. To reduce audience overlap, which can lead to premature ad fatigue. Some people will be included in multiple author audiences, which means that if you run those audiences separately, they might see your ads four, five, six times. This is both a waste of ad money (since people will only buy the book once) and also leads to the ads burning out faster.
  2. Less maintenance. It’s easier to manage and analyze fewer ad sets, rather than 15 or 20 different audiences, each with their own ads.

In certain genres (mystery/thriller/romance) some author audiences are large enough to run on their own without aggregating. In that case, you can aggregate the smaller author audiences together to mitigate overlap and leave the larger audience(s) running by themselves.

When aggregating, NEVER combine disparate audiences. Authors go with authors. Genres can go with genres (generally these are big enough to serve on their own without aggregation, however). TV shows with TV shows (same thing – usually these are large enough to run by themselves). You don’t want a massive grab-bag audience of authors, Lookalikes, TV shows, podcasts, etc. Aggregate based on similarity.