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TIL I was overthinking my Facebook ad targeting for 6 months
I used to spend hours building super specific audience lists with tons of interests and behaviors. Then last month I tried just running ads to a broad lookalike of my past buyers and my cost per lead dropped from $12 to $4. Has anyone else seen better results from simpler targeting?
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sullivan.finley29d ago
Well now, that's an interesting take but I see it a bit differently. Broad lookalikes work great when you have enough data, but most small businesses don't have thousands of past buyers to build a reliable one. I've seen people burn money on broad targeting because they only had a hundred or so customers and the algorithm got lost. Your success might just mean your original targeting was way too narrow, not that simple is always better. A medium approach with a few key interest groups plus a lookalike has worked best for me over the long haul.
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paul25128d ago
Man I read something from a Facebook ads guy that said the 1% lookalike is basically useless if you've got under 500 conversions. Makes total sense with what you're seeing. The algorithm just doesn't have enough to work with.
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