//Advertisers see results decrease with Facebook's 1% similar audiences
1558059041 advertisers see results decrease with facebooks 1 similar audiences 760x490 - Advertisers see results decrease with Facebook's 1% similar audiences

Advertisers see results decrease with Facebook's 1% similar audiences

 

 

svg%3E - Advertisers see results decrease with Facebook's 1% similar audiencesadvertisers see results decrease with facebooks 1 similar audiences - Advertisers see results decrease with Facebook's 1% similar audiences

Facebook's similar audiences have long been a favorite advertising targeting tool for Facebook. advertisers, allowing marketers to use custom audience lists to search for similar users platform. Advertisers can choose between 1% and 10% Lookalike-like audience – the smaller the audience, the more the results match the list of sources.

Many advertisers relied on the 1% laser capacity. Similar audiences since launch of the advertising targeting tool until 2013 but some no longer see the results that they once achieved.

What happens with 1% of similar audiences?

"We used a 1% Lookalike audience since it was released, and we were pretty pleased with the results," said Pierre-Olivier Carles, CEO of the marketing agency Digidust. Carles said the agency's best campaigns were based on pixel data rather than email databases or FB Pages audiences.

"We think that it will not work if you can not create this public on Pixel – but in this case, your website must generate enough traffic to be precise, especially if you do not want to base yourself . " this audience looks like during older visits to keep pace with your market.

Gil David, a Facebook advertising specialist and founder of Run DMG, said he has seen a drop in results over the last three to four months.

"The likeness performances have somewhat dropped after Facebook stopped using third-party data for some time last year, but started coming back a few months later, "said David." However, now, 2% and 3% of similar audiences seem to be the best and I've also had more success – 4% and 7% – in some accounts. "

Is 2% + the new bonus

David said the 2% and 3% audiences appeared to be optimal for the campaigns he currently ran, and he found success by overlaying two different audience lists that looked like 1% one on the other.

I would still continue to test 1% -like audiences because, with Facebook advertising, they could suddenly make me back, but I'm much more likely to start with 2% or more or overlay two 1% lists Said David.

Carles said that his agency had the habit of testing the wider public like. ranges, but never got the results that they wanted. He plans to continue using the 1% Lookalike targeting, but only when the products or messaging are very specific.

"We work for example with a restaurant chain and our goal is not to enhance brand awareness, but to bring more people to each of their places. In this particular case, the 1% audience resembling that we base on their email databases works well when we limit it based on the location of the restaurants, "Carles said.

Too crowded or not enough privacy?

David thinks that the lack of results with 1% of similar audiences is the result of the advertising targeting tool promoted as a type of "hack" for novice platform advertisers who assume that 1% of audiences will automatically get better performance – which

"There has also been a general trend: better performing audiences are getting better and better, they would usually start out larger than 2.1 million standard inhabitants in the United States. Audience – this would also have an impact, "said David.

Carles considers that this is part of a broader trend and a clear sign of the future of Facebook advertising.

"Many industries – such as p olitics or real estate – now have specific terms of use to protect the privacy of individuals, and I suppose Facebook has updated its algorithms for the Lookalike public to take into account this trend. I think we'll see these restrictions increase in the future, "said Carles.

He highlights the paradox Facebook advertisers are currently facing: the platform has more data than ever but these are no longer available. "" I'm not saying that it's bad – and privacy really matters – but it's a fact. "

Not the end, but a new beginning

Carles does not believe that 1% of viewers look like they are going to pick up speed.

"More and more companies are leading more campaigns and real estate in user chronologies, Stories, Messenger, etc. It is not an infinite resource and can quickly saturated, "said Carles.

In addition to a saturated market, there is also the tool" Clear History " Coming up which allows users to disconnect their off Facebook activity from their profile, potentially limiting the number of ad targeting data available and impacting the public look-alike of all sizes.

The General Problem is that Facebook is currently undergoing major changes that will affect marketers, who have long trusted the platform's unparalleled advertising targeting capabilities, with declining returns seen by advertisers, which represent 1% of the audience-like audience, could well be the only visible part of the iceberg because the company is moving to a privacy-focused messaging platform .

At the end of an era in terms of Facebook advertising targeting the gold mine, the consequences of access to such a mine have a cost in terms of user confidentiality and data security. Consumers are tired of social platforms as they become aware of how their information is collected and used for ad targeting purposes, which could have a significant impact on their online behavior and interaction with the marks. These changes in campaign results may not be the "end" of ad targeting, but potentially represent a new beginning for brands and how they build relationships with their audiences.

About the Author

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Amy Gesenhues is the Editor-in-Chief of the Third Door Media General Assignment , which presents the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO and Sales and Marketing Management Magazine. Read more articles from Amy.