One of my least favorite questions starts with "Should I...?"
Should you target a big audience or a small one? Should you use lookalike audiences? Should you optimize for conversions or traffic?
First of all, the answers to these questions aren't universal. Second, there's really only one way to know for sure: Try it!
I'm a big believer in experimentation. It's how you learn. It's how you discover new things. It's how you figure out what works and what doesn't -- for YOU.
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