Using audiences from Shopify Audiences

After youset up the Shopify Audiences appand connect to an ad platform, audiences are automatically created and exported to your ad account. The Shopify Audiences app creates and exports several objective-basedtypes of audiencesthat you can use for your ad campaigns.

How the Shopify Audiences app creates audiences

The Shopify Audiences app uses algorithms powered by the data and attributes of your store to create a list of potential customers called an audience. Audiences contain potential customers based on how likely they are to purchase from your store.

Using an audience for your ad campaigns

To use an audience for an ad campaign, select it as the target when you create a campaign on your ad platform. If you want to apply filters to the audience, then you can filter them on the ad platform.

You can use audiences for ad campaigns on the following platforms:

• Facebook and Instagram
• 谷歌搜索,谷歌购物,Gmail, YouTube, and Google Display Network
• Pinterest

For more information about using audiences to create ad campaigns, refer to the documentation for the ads platforms:

• Read more aboutFacebook Ads.
• Read more aboutGoogle Ads.
• Read more aboutOptimized Targeting for Google Ads.
• Read more aboutPinterest Ads.

Updates to created audiences

If an audience is being used in an active campaign, then the list of potential customers is automatically updated every 7 days to help ensure the best ad performance. The 7-day period begins on the day that the audience was last updated. Your campaigns aren't impacted when the updates are performed.

If an audience isn't being used in an active ad campaign, then no updates are made to the list. If you start using an audience for an active campaign more than 7 days from when it was last updated, then the list updates within 24 hours and a new 7-day update cycle begins.

Types of audiences

The Shopify Audiences app generates the following types of audience lists:

• Higher intent, lower reach
• Mid intent, mid reach
• Lower intent, higher reach

Higher intent, lower reach audiences

TheHigher intent, lower reachaudience contains a list of the highest-ranked potential customers and is intended to be used in ad campaigns for bottom-of-funnel marketing.

Mid intent, mid reach audiences

TheMid intent, mid reachaudience contains a larger list of potential customers for expanded reach, and is intended to be used in ad campaigns for middle-of-funnel marketing.

Lower intent, higher reach audiences

TheLower intent, higher reachaudience contains a large list of potential customers and is intended to be used in ad campaigns for top-of-funnel marketing. Ad platforms create an audience using theHigher intent, lower reachaudience as a source.

Lower intent, higher reach audiences for Facebook Ads

TheLower intent, higher reachaudience for Facebook Ads is alookalike audiencethat Facebook creates using theHigher intent, lower reachaudience as a source. The Shopify Audiences app doesn't have access to the identities of potential customers in the lookalike audience.

Shopify Audiences creates a Facebook lookalike audience with the following characteristics:

• The audience includes 3% of the facebook users located in United States and Canada.
• The audience has an estimated size of 9.1 million.

Lower intent, higher reach audiences for Google Ads

TheLower intent, higher reachaudience for Google Ads is asimilar segmentaudience that Google creates using theHigher intent, lower reachaudience as a source. The Shopify Audiences app doesn't have access to the identities of potential customers in the similar segment audience.

Google automatically creates the similar segment with all possible regions when theHigher intent, lower reachaudience is exported to your Google Ads account. You can apply geolocation restrictions when you create your ad campaign to get an estimate of the audience size for the locations you want.

Lower intent, higher reach audiences for Pinterest Ads

TheLower intent, higher reachaudience for Pinterest Ads is anactalike audiencethat Pinterest creates using theHigher intent, lower reachaudience as a source. The Shopify Audiences app doesn't have access to the identities of potential customers in the actalike audience.

Pinterest actalike audiences can help you find new customers based on the source audience. Shopify Audiences automatically creates a Pinterest actalike audience that includes 10% of Pinterest users located in the United States.

Experimenting with Shopify Audiences

Testing audiences in your ad campaigns can help increase your chance of getting better ad performance. For example, you can try multiple ad platforms to find out where your audiences perform well.

The best way to incorporate Shopify Audiences in your marketing might vary depending on what tactics you already know work well for your campaigns.

If you findtop of funneltactics such as lookalikes perform well, then consider trying some of the following:

• Target thelower intent, higher reachaudience by itself.
• Add thelower intent, higher reachaudience to your existing top of funnel campaigns that may use in-platform targeting or other custom audiences.
• Create a lookalike based on themid intent, mid reachaudience and target that.

If you findmid funneltactics like consideration campaigns perform well, then consider trying some of the following:

• Target themid intent, mid reachaudience by itself.
• Target themid intent, mid reach观众的lower intent, higher reachaudience orhigher intent, lower reachaudience.

If you findlower funneltactics like retargeting perform well, then consider trying some of the following:

• Target thehigher intent, lower reachaudience by itself.
• Add thehigher intent, lower reachaudience to your existing lower funnel or retargeting campaigns that may use in-platform targeting or other custom audiences.