Do you continue to use pursuits and lookalikes? Many advertisers use them as a protected strategy as a result of they’ve used it for years. However neither could also be all that impactful.
Should you nonetheless use them, I would like you to do that…
Setup
Create a gross sales marketing campaign.
There are a number of causes we’ve chosen this goal for the check. First, optimizing for conversions (and purchases) are probably the most dependable and are usually the very best precedence. Second, that is additionally when your inputs possible matter the least as a result of you possibly can’t keep away from viewers enlargement.
Create two advert units:
- Unique audiences concentrating on pursuits or lookalikes
- Benefit+ Viewers with out recommendations
All the things concerning the two advert units and advertisements inside them needs to be similar aside from the concentrating on.
The Check
Subsequent, create an A/B Check. Choose each of those advert units to check.
Generate as a lot quantity of outcomes as doable in order that they’re significant. This can rely closely in your finances and the way lengthy the check runs. You may run A/B assessments for as much as a month. Don’t let Meta finish this check early.
Ensure that the Key Metric that determines the winner is Price Per Buy.
What to Look For
Utilizing pursuits and lookalikes is a technique that the majority long-time advertisers use with out giving it a second thought. However the reality is that this selection could not make the affect that you just suppose it does — or it as soon as did. When optimizing for conversions, your viewers expands anyway.
You might get comparable or higher outcomes when going fully broad. I’ve already seen that the distribution of my finances to new and remarketing audiences is just about the identical it doesn’t matter what strategy I take. I’m additionally in the midst of a check similar to the one I describe on this submit, and the outcomes have been remarkably comparable.
I encourage you to problem your assumptions about what works and what doesn’t at the least as soon as per yr. Possibly this check will verify your assumptions. Possibly not.
For extra on testing concentrating on methods, try my weblog submit.
