Comments on: Broad Audiences vs. Lookalikes: Which Work Best For Facebook Advertising? ($1,000 Experiment)

By: Jon Loomer

Jon Loomer — Wed, 11 Dec 2019 05:06:31 +0000

Really interesting, as always, Paul! One thing I’d add is that excluding the lookalike audience (a very large audience) from the broad audience may throw off the results. If you only ran the broad audience, allowing it to target the people who also exist in the lookalike audience, how would it perform? So, I’d be curious in either just the broad audience or using a true A/B split test so that you don’t remove what may be the most valuable subset from the broad audience.

I’ve actually never targeted broad audiences, but like you, I’ve also heard of advertisers having success with it. I’ve also started using interest expansion lately, and I’m getting lots of good results there for the top of the funnel.

By: Josh Black

Josh Black — Fri, 06 Dec 2019 14:42:48 +0000

Thank you for the insightful test, as always! Do you set it up as two ad sets in one separate campaign, without CBO? And what’s the timeframe?

By: Santhosh Muralidhar

Santhosh Muralidhar — Thu, 05 Dec 2019 05:58:45 +0000

An excellent comparison between the broader audience and lookalike audience. I personally feel that for accounts with smaller budgets lookalike audience works better. Because the targeting can be done more accurate with lookalike audience targeting.