Last week Marketing Land published an article reporting that advertisers are seeing diminished results with Facebook’s 1% Lookalike Audiences.
If you aren’t familiar with Facebook Lookalike Audiences, it’s a way to reach people within Facebook who are similar to your existing customers and followers. When creating a Facebook Lookalike Audience, you can choose between a range of 1%-10% of the total population in your chosen target country, with 1% being those who most closely match your source.
CEO Pierre-Olivier Carles of the social media marketing agency Digidust stated in the article,
“We have used 1% Lookalike audiences since it has been available, and we were pretty happy with the results. The Beauty of the 1% Lookalike targeting was to help us reach the right people even when the demographics were not obvious,” said Carles, “We don’t feel it works anymore unless you can build that audiences on the Pixel – but in that case, your website has to provide enough traffic to make it accurate, especially as you don’t want to base that Lookalike Audience on older visits to keep pace with your market”.
How Webbula can help
Facebook actions to eliminate third-party data is telling us that they are conducting deterministic actions rather than deterministic data. This new strategy for Facebook is released modeled data, which could work in some cases, but shortening your steps to success isn’t the answer.
Webbula recommends that the modeled data that Facebook provides isn’t enough for you to meet your goals. We can help bridge that gap to help get your campaigns back on track.
Webbula data is self-reported, deterministic, and individually linked, never modeled.
We understand that it can be extremely challenging to create and find audiences that will maximize your marketing strategy. Obtaining the necessary amount of Personally Identifiable Information (PII) information to create an audience from scratch can be daunting, as well as being subject to incorrect modeling or forced to use a look-a-like audience which is not as effective or accurate. Webbula’s Facebook data gives you the power to use true potential customer identities in your campaign.
Webbula does this by using our extensive dataVault to help you solve these critical challenges. Where Facebook will alert you to searches a person made on a 2016 Honda Accord, Webbula knows that person owns a 2016 Honda Accord. Our large scale database allows us the ability to append specific demographic and other PII targeted data that helps us create a complete customer profile for Facebook advertising. This includes past and present information like multiple email addresses, phone numbers, postal addresses, and much more. We then take this appended data and perform a direct data share into your Facebook account using your chosen updated audience.
We can help you guide and collaborate with you on how best to achieve your potential customer/prospect list. Identifying what your potential customers look like (geographically, demographically, lifestyles. Etc.) we then use our vast dataVault to create a file containing all of the individuals that match your potential customer profile. Webbula then shares this created audience with your company Facebook account. Now you’ll never have to worry!
You can maximize Facebook targeting by utilizing Webbula’s industry-leading DataVault to create true customer audiences for your marketing campaign.