Saved, Custom, and Lookalike Audiences: When to Use Each
Saved Audiences are interest and demographic-based targeting you configure manually — use for prospecting when you lack pixel data. Custom Audiences target people who already interacted with your business — use for retargeting (highest-ROAS campaigns). Lookalike Audiences find new people similar to
Quick Summary
Saved Audiences are interest and demographic-based targeting you configure manually — use for prospecting when you lack pixel data. Custom Audiences target people who already interacted with your business — use for retargeting (highest-ROAS campaigns). Lookalike Audiences find new people similar to your best customers — use for scaling prospecting beyond interests. For a full-funnel strategy: Lookalikes for top-of-funnel awareness, Saved Audiences for mid-funnel interest targeting, and Custom Audiences for bottom-funnel retargeting.
Overview
Saved Audiences are interest and demographic-based targeting you configure manually — use for prospecting when you lack pixel data. Custom Audiences target people who already interacted with your business — use for retargeting (highest-ROAS campaigns). Lookalike Audiences find new people similar to your best customers — use for scaling prospecting beyond interests. For a full-funnel strategy: Lookalikes for top-of-funnel awareness, Saved Audiences for mid-funnel interest targeting, and Custom Audiences for bottom-funnel retargeting.
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