Pre-Launch
If you need to exclude recent purchasers, you will have to create two different segments and exclude them via the Audience Builder.
Audiences are computed and refreshed every day.
Audiences Optimizations
Audiences only apply to Onsite Display and Offsite campaign types. Audiences are where you select a group of shoppers you want to see your ads.
On products that are not purchased frequently (e.g. electronics), we recommend excluding recent purchasers. This will allow you to spend your campaign budgets on users that didn’t yet purchase your product.
Audience not scaling: Audience size optimization.
Increase the lookback window gradually, using 30 days at a time as a recommendation.
Add more categories or brands.
Audience not "performing" (low sales): Test out new audiences
Create audiences of users that have added products to cart with an exclusion of those that have purchased
Test shorter lookback windows to target users who have more recently shown interest.
Audience Size Alerts
Certain combinations can result in infinite audiences, making them impractical for use. The Builder blocks three specific scenarios that would create excessively large audiences.
Exclusion without any inclusions.
Exclusion of a segment within an "OR" grouping.
Exclusion of two segments within an "AND" grouping.
Depth of Nesting
The Audience Builder supports up to three layers of depth in nested algebra logic.
Logical Combinations
Understand the implications of using "AND" and "OR" logic. "AND" narrows down the audience, while "OR" broadens it.
Audience Size Management
Regularly check audience size to ensure alignment with campaign goals without overly limiting reach.