Do you continue to use pursuits and lookalikes? Many advertisers use them as a secure 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 take a look at. First, optimizing for conversions (and purchases) are probably the most dependable and are usually the 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 growth.
Create two advert units:
- Authentic audiences focusing on pursuits or lookalikes
- Benefit+ Viewers with out options
All the things concerning the two advert units and adverts inside them ought to be similar apart from the focusing on.
The Take a look at
Subsequent, create an A/B Take a look at. Choose each of those advert units to check.
Generate as a lot quantity of outcomes as potential in order that they’re significant. It will rely closely in your funds and the way lengthy the take a look at runs. You possibly can run A/B assessments for as much as a month. Don’t let Meta finish this take a look at early.
Be sure that the Key Metric that determines the winner is Price Per Buy.
What to Look For
Utilizing pursuits and lookalikes is a method that almost all long-time advertisers use with out giving it a second thought. However the reality is that this alternative might not make the affect that you just assume it does — or it as soon as did. When optimizing for conversions, your viewers expands anyway.
You might get related or higher outcomes when going fully broad. I’ve already seen that the distribution of my funds to new and remarketing audiences is nearly the identical it doesn’t matter what strategy I take. I’m additionally in the midst of a take a look at similar to the one I describe on this submit, and the outcomes have been remarkably related.
I encourage you to problem your assumptions about what works and what doesn’t not less than as soon as per yr. Perhaps this take a look at will verify your assumptions. Perhaps not.
For extra on testing focusing on methods, try my weblog submit.
