Question: Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following audiences would be the best to target on social media at the awareness stage of the buyer’s journey?
- People who have previously interacted with one of your digital ads
- A lookalike audience based on your existing customers
- People who have previously visited your website
- An audience based on people who have watched your company’s YouTube videos
Explanation
At the Awareness stage, social ads should reach new people who are likely to have the same traits or interests as existing customers, because the goal is to expand reach at the top of the buyer’s journey. HubSpot defines a lookalike audience as an audience whose members share demographic information or interests with the members of a source audience. That makes it a stronger fit for prospecting than audiences built from prior visits or prior engagement, which are warmer and more retargeting-oriented. In HubSpot’s framework, journey-based advertising aligns targeting with how people actually buy, so awareness targeting should focus on similarity and reach rather than re-engagement. HubSpot Knowledge Base+2HubSpot Academy+2
Why the other options are incorrect
Ad engagers This audience already knows the brand, so it fits re-engagement more than top-of-funnel discovery. HubSpot Academy+1
Website visitors A website visitor audience is built from people who have already visited the site, which makes it a retargeting audience rather than the best awareness audience. HubSpot Knowledge Base+1
Video viewers People who watched company videos have already interacted with the brand, so this is better suited to nurturing than broad awareness. HubSpot Academy+1
Source for verification
https://knowledge.hubspot.com/get-started/hubspot-glossary
https://knowledge.hubspot.com/ads/create-ads-audiences-in-hubspot
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