Using audiences

The Shopify Audiences app generates and exports several platform specific objective-based types of audiences that you can use to target your ad campaigns.

To use an audience, go to your ad account and then either create a new ad set using the audience or add the audience to an existing ad set. If you want to apply filters to the audience, then you can do so on the ad platform.

Tip

When you create or modify your ad sets, allow them to run for 1 to 2 weeks before evaluating their performance. This gives a more accurate picture of how well they're performing.

You can use audiences on the following platforms:

• Meta (including Facebook and Instagram)
• Google (including Google Search, Google Shopping, Gmail, YouTube, and Google Display Network)
• Criteo
• Pinterest
• Snapchat
• TikTok

Learn more about the types of audiences generated for each ad platform.

Set a budget

When setting your budget, it's important to consider the size of your audience. A very low budget might lead to subpar performance, whereas a budget that's too high could increase your CPM (cost per 1000 impressions).

Tip

Aim for 2-3 impressions per person each week. Base this on 80% of your total audience size, as it’s unlikely that everyone in your audience will log in to the platform in a given week.

You can use the formula (CPM / 1000) * (Audience size * 0.8) * (2 or 3 impressions) = weekly budget determine your weekly budget. Calculate your weekly budget using the following steps:

1. Divide your average CPM by 1000 to find your cost per impression.
2. Multiply your total audience size by 0.8.
3. Multiply the results from step 1 and 2 together.
4. Finally, multiply the resulting number by 2 or 3 to get a budget range.

This is just one method to set your budget for a single campaign, and it's important to consider your budget for other campaigns as well.

The Shopify Audiences app generates and exports several platform specific objective-based types of audiences that you can use to target your ad campaigns.