Wave now allows you to leverage historically significant custom audiences in your campaigns, offering a strategic advantage for retargeting or lookalike audiences. This feature enables you to include these valuable audiences in your campaign setup seamlessly.
During the campaign setup process, on the Create Ads page, the default option for Audience is set to Future Demand's AI-powered Taste Cluster audience definition.
However, you have the flexibility to opt out of this option and select any existing custom audience associated with your ad account. To do this, simply use the dropdown menu to choose the desired custom audience from the list provided. Once selected, your campaign will be automatically activated to run as soon as it is published.
This feature has been used effectively in various scenarios. For example, some users have used this to include an audience around an artist where they have access to the artist's page and can leverage their fans. Others have targeted lapsed season ticket buyers to re-engage with them. The ability to combine multiple custom audiences allows for more specific and targeted campaigns, though it is important to note that the combination of Taste Cluster and custom audiences is not supported.
By taking advantage of this capability, you can ensure that your campaigns reach the most relevant and engaged segments of your audience, ultimately enhancing the overall performance and effectiveness of your marketing efforts.