Launch a Campaign
To start with Disco Audiences we recommend brands launch Prospecting Campaigns to optimize for conversions; they are more efficacious than running a 5% Lookalike on existing purchasers, for example. By simply running a 5% Lookalike Campaign on your existing purchases, your scale is limited and your list will become diluted. In leveraging Disco’s Audience, you’re gaining access to a very large list of high-intent net-new customers from leading DTC brands directly shaped by Disco’s unique insights and perspective.
- For a clean test, run a “Business as Usual” campaign leveraging your usual set of creatives.
- Target the Disco Audience with one ad set at a time.
- Launch an ad campaign on the same day your Disco Audience is readily available in your Ad Account.
- To test your Disco Audience against another audience, make sure the ad campaign meets the following criteria:
- The competitive campaign’s audience only targets shoppers in the United States.
- The competitive campaign’s audience excludes your existing customers.
- The creative assets for each campaign are the same.
- The ad budget for each campaign is proportional to the size of the campaign’s audience.
Assets and Creative
We recommend using evergreen ad sets and/or creatives that you typically use so to test the efficacy of our Audience before making any additional optimizations.
Brand campaigns typically work better than UGC (user generated content) campaigns when targeting Disco Audiences because UGC campaigns already reach people that follow your influencers.
Ad Spend
With paid advertising, to see faster results, brands need to spend more money. Disco brands typically spend at least $1,000/day, however, we recommend they follow their typical ad budget closely.
Audience Performance
With paid advertising, it’s an industry standard to let a campaign run for 1-2 weeks. With Disco Audiences, while results may be seen within 3 days, it is still recommended to test for 1-2 weeks.
Keep tabs on comparative marketing KPIs, including CPAs, CPMs, ROAS, CPC, CTR, CVR, and other key metrics important to your marketing team directly within the respective Ad Platform.
Disco Audiences do not auto-update, refresh, or expire. If the Audience performance starts to decline, request new Disco Audiences as you see fit. Every day, millions of engagement and purchase data points feed into the Disco Audiences pool, improving the intelligence of the list. As more brands join Disco, the network’s collective growth compounds, as does the intelligence of our products.