Before we begin, let's make sure we're know where we should be creating our audiences.

The three biggest ad-platforms are going to be:

Facebook & Instagram
LinkedIn
Google Ads

Depending on where you plan to run ads, is where you'll want to create your audiences. So, if you're only planning to run Facebook & Instagram ads, you won't need to create audiences in the other ad-platforms.

However, as a side note, your Custom Audiences are going to be based on your tracking pixels and, when installed, you can create audiences based on website activity. For example, an audience of people who have visited your website in the last 180 days.

We share this because, even if you don't plan to run ads on a certain ad-platform, you still want to consider creating your custom audiences (we show you how in this Sprint) so that your list will build over time.

Meaning, if you create an audience for people who have visited your website in the last 180 days, it will start adding people as they visit your website regardless if you're currently running ads to this audience. However, if you didn't have the audience created, the list would not start growing even though people are visiting your website.

Therefore, we recommend creating your Custom Audiences on the different ad-platforms even if you don't plan to start running ads right away. That way your audiences will start building over time and can be utilized in the future.

What Ad-Platforms to Use