A growth hacking framework for experimenting with custom audiences as a force to lower your cost per conversion on Google Ads and Facebook Ads.

1. GROWTH HACK 8
CUSTOM AUDIENCES
BROUGHT TO YOU BY
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2. INTRO – CUSTOM AUDIENCES
•In an effort to improve the performance of your
ads, you want to experiment with custom
audiences.
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3. CUSTOM AUDIENCES
•Area of Growth: Acquisition
•Goal: To minimize the cost per call and improve
website traffic behavior metrics
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4. CUSTOM AUDIENCES
•Hypothesis: Using similar and lookalike
audiences will decrease the cost per
conversion.
•Test: Target to similar audiences and lookalike
audiences.
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5. CUSTOM AUDIENCES
•What to Measure: Cost per conversion
•How to Measure: Google Ads. Compare the 30
days after implementation to the 30 days
before.
•Input Time (Time to Implement): 3 hours
•Output Time (Time to Results): 1 month
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6. CUSTOM AUDIENCES
•Success Metrics: Lower cost per conversion
•Next Actions Upon Success:
• Experiment with different messaging in order to
further decrease cost per conversion.
• Align and optimize the next steps toward a sale
after the conversion.
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