The article
Why Audience Architecture Matters
Most brands throw audiences at the wall. Lookalikes here, interests there, broad over there. No structure. No system. No way to know what's actually working.
Audience architecture is the framework that organizes your targeting into layers that feed each other.
The Three Layers
Layer 1: Prospecting (Top of Funnel) - **Broad targeting** — No interests, no lookalikes. Let creative do the targeting - **Interest stacks** — Complementary interests grouped logically (not competing in the same auction) - **Lookalike audiences** — 1%, 3%, 5% based on purchasers, high-value customers, email lists
Layer 2: Engagement (Middle of Funnel) - **Video viewers** — 50%+ and 75%+ watch time segments - **Page/profile engagers** — 90-day window - **Website visitors** — All visitors minus purchasers, 30-day window
Layer 3: Conversion (Bottom of Funnel) - **Add-to-cart abandoners** — 7-day and 14-day windows - **Checkout initiators** — 3-day window - **Email subscribers** — Non-purchaser segment
The Rules
1. Never compete with yourself — Exclude lower-funnel audiences from upper-funnel campaigns 2. Creative matches intent — Prospecting gets hooks and education. Retargeting gets offers and social proof 3. Budget follows data — 60-70% prospecting, 20-30% retargeting, 10% testing 4. Refresh lookalikes monthly — Your customer base evolves. Your lookalikes should too