{"id":1916,"date":"2019-06-10T13:43:33","date_gmt":"2019-06-10T11:43:33","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=1916"},"modified":"2019-05-29T13:46:26","modified_gmt":"2019-05-29T11:46:26","slug":"advertisers-seeing-dwindling-results-with-facebooks-1-lookalike-audiences","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/advertisers-seeing-dwindling-results-with-facebooks-1-lookalike-audiences\/","title":{"rendered":"Advertisers seeing dwindling results with Facebook\u2019s 1% Lookalike Audiences"},"content":{"rendered":"
<\/div>\n

The ad targeting capability was a highly efficient tool for finding like-minded audiences once upon a time, but some marketers are seeing diminished outcomes.<\/h2>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n

Facebook\u2019s Lookalike Audiences have long been a favorite ad targeting tool for advertisers, allowing marketers to use Custom Audience lists to find like-minded users on the platform. Advertisers can select their Lookalike Audience size from 1% to 10% \u2014 the smaller the audience size, the more closely the results will match the source list.<\/p>\n\n\n\n

Many advertisers have relied on the laser-focused capability of 1% Lookalike Audiences since the launch of the ad targeting tool all the way back in 2013<\/a>, but some are no longer seeing the results they once experienced.<\/p>\n\n\n\n

What\u2019s happening with 1% Lookalike Audiences?<\/h2>\n\n\n\n

\u201cWe have used 1% Lookalike audiences since it has been available, and we were pretty happy with the results,\u201d said Pierre-Olivier Carles, CEO of the social media marketing agency Digidust. Carles said his agency\u2019s best campaigns were based on Pixels\u2019 data rather email databases or FB Pages audiences.<\/p>\n\n\n\n

\u201cThe beauty of the 1% Lookalike targeting was to help us reach the right people even when the demographics were not obvious,\u201d said Carles, \u201cWe don\u2019t feel it works anymore unless you can build that audience on the Pixel \u2014 but in that case, your website has to provide enough traffic to make it accurate, especially as you don\u2019t want to base that Lookalike Audience on older visits to keep pace with your market.\u201d<\/p>\n\n\n\n

Gil David, a Facebook ads specialist and founder of Run DMG, said he\u2019s noticed a drop in results during the past three to four months.<\/p>\n\n\n\n

\u201cLookalike performance dipped somewhat after Facebook stopped using third-party data<\/a> for a while last year, but began to return a few months after,\u201d said David. \u201cHowever, now 2% and 3% Lookalike Audiences seem to be the best and I\u2019ve also had higher \u2014 4% and 7% \u2014 doing well in some accounts.\u201d<\/p>\n\n\n\n

Is 2%+ the new sweet spot?<\/h2>\n\n\n\n

David said the 2% and 3% audience size seem to be optimal for the campaigns he\u2019s managing right now. He also has found success layering two different 1% Lookalike Audience lists on top of each other.<\/p>\n\n\n\n

\u201cI would always continue to test 1% Lookalike Audiences because, with the way Facebook ads are, they could suddenly make a comeback, but I\u2019m much more likely to start off with 2%+ now or layering two 1% lists on top of each other,\u201d said David.<\/p>\n\n\n\n

Carles said his agency used to test the broader Lookalike Audience ranges, but never got the results they wanted. He plans to keep using the 1% Lookalike targeting, but only when the products or messaging is highly specific.<\/p>\n\n\n\n

\u201cFor example, we work with a chain of restaurants, and our goal is not to build brand awareness but to bring more people to each of their locations. In that particular case, the 1% Lookalike Audience that we base on their email databases works fine when we narrow it based on the location of the restaurants,\u201d said Carles.<\/p>\n\n\n\n

Too popular or not enough privacy?<\/h2>\n\n\n\n

David believes the lack of results happening with 1% Lookalike Audiences is the outcome of the ad targeting tool being promoted as a type of \u201chack\u201d for advertisers new to the platform who assume 1% audiences will automatically perform better \u2014 which leads to more crowded 1% audience pools.<\/p>\n\n\n\n

\u201cThere has also been a general trend of broader audiences performing better, these would generally start off with a larger size than the standard 2.1 million people in a U.S. 1% Lookalike Audience \u2014 so that would also have an impact too,\u201d said David.<\/p>\n\n\n\n

Carles see it as part of a bigger trend and a clear sign of what\u2019s to come in terms of Facebook advertising.<\/p>\n\n\n\n

\u201cMany industries \u2014 like politics or real estate<\/a> \u2014 now have specific terms of use to protect people\u2019s privacy, and I guess Facebook has updated its algorithms for Lookalike Audiences to take that trend into account. I think we will see these restrictions increase in the future,\u201d said Carles.<\/p>\n\n\n\n

He points out the paradox Facebook advertisers are currently faced with \u2014 that the platform has more data than ever, but it\u2019s no longer available to marketers. \u201cI am not saying it is bad \u2014 and privacy definitely matters \u2014 but it\u2019s a fact.\u201d<\/p>\n\n\n\n

Not the end, just a new beginning<\/h2>\n\n\n\n

Carles doesn\u2019t believe 1% Lookalike Audiences will pick back up.<\/p>\n\n\n\n

\u201cMore businesses are running more campaigns, and the real estate in users\u2019 timelines, Stories, Messenger, etc. is not an infinite resource and can be quickly saturated,\u201d said Carles.<\/p>\n\n\n\n

On top of a saturated market, there is also the coming \u2018Clear History\u2019 tool<\/a> which lets users disconnect their off-Facebook activity from their profile, potentially limiting the amount of ad targeting data available and impacting Lookalike Audiences of all sizes.<\/p>\n\n\n\n

The bigger picture here is that Facebook is undergoing major shifts that will impact marketers who have long relied the platform\u2019s unparalleled ad targeting capabilities. The diminishing returns advertisers are seeing from 1% Lookalike Audiences may just be the tip of the iceberg as the company transitions to a privacy-focused messaging platform<\/a>.<\/p>\n\n\n\n

Marketers may feel like they are coming to the end of an era in terms of Facebook\u2019s ad targeting goldmine, but the consequences of having access to such a goldmine have come at a cost in terms of user privacy and data security. Consumers are growing weary of social platforms as they become more aware of how their information is collected and how it used for ad targeting purposes \u2014 a shift that could significantly impact their online behavior and how they engage with brands. These changes in campaign results may not be \u201cthe end\u201d of ad targeting \u2014 but potentially mark a new beginning for brands and how they build relationships with their audiences.<\/p>\n\n\n\n

Source: https:\/\/marketingland.com\/advertisers-seeing-dwindling-results-with-facebooks-1-lookalike-audiences-261045<\/a> <\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

The ad targeting capability was a highly efficient tool for finding like-minded audiences once upon a time, but some marketers are seeing diminished outcomes. Facebook\u2019s Lookalike Audiences have long been a favorite ad targeting tool for advertisers, allowing marketers to use Custom Audience lists to find like-minded users on the platform. Advertisers can select their […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[3],"tags":[31,7,5,6],"class_list":["post-1916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-business","tag-e-marketing","tag-facebook","tag-social-media"],"yoast_head":"\nDazzlepop | Advertisers seeing dwindling results with Facebook\u2019s 1% Lookalike Audiences<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/advertisers-seeing-dwindling-results-with-facebooks-1-lookalike-audiences\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | Advertisers seeing dwindling results with Facebook\u2019s 1% Lookalike Audiences\" \/>\n<meta property=\"og:description\" content=\"The ad targeting capability was a highly efficient tool for finding like-minded audiences once upon a time, but some marketers are seeing diminished outcomes. 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