Use platform consideration campaigns to test market niches before optimizing for conversion
Ad platforms offer different campaign types optimized for different goals. Start with consideration (awareness) campaigns to test which audience segments respond, then move to conversion campaigns with full tracking once you've identified your best-performing niche. This two-phase approach prevents wasting optimization budget on the wrong audience.
When to use
When using paid advertising platforms and unsure which audience segment or niche will respond best to your product
Don't do this
Jumping straight to conversion campaigns without testing audience fit, or staying in consideration campaigns without moving to conversion optimization
1 Founder Who Did This
Started with Pinterest consideration campaigns to test different niches, then set up Pinterest tag and moved to conversion campaigns to optimize landing page copy, above/below fold conversion, and all metrics