What audiences should I target with paid ads during Black Friday if I'm avoiding cold traffic?

Focus exclusively on warm audiences - people who already know you. Create a ‘kitchen sink’ audience combining: (1) Your email list exported from your email service, (2) Website visitors from the past 180 days (requires having a tracking pixel installed), (3) People who’ve engaged with your Facebook business page in the past year (liked, commented, shared, or clicked), (4) People who’ve engaged with your Instagram business profile in the past year, (5) Anyone who’s watched 20% or more of your videos, and (6) Your messaging subscriber list if you use a chat tool. Combine all these into one ad group. These are people who’ve already shown interest in your work, so they’re much more likely to respond to your sale. Early on, cast a wide net with longer time periods; as you grow, you can narrow to 30-60 day windows.

---

Asked by an artist new to paid advertising · Answered by Patrick Shanahan · art-marketing-podcast · 2019-11-27