In this October 25, 2022 video, Hernán Vázquez of the ScaleDriven agency explains why Facebook lookalike audiences, which fell off after iOS 14’s privacy changes, are now performing well again. He outlines the two kinds of lookalikes—dynamic (pixel‑driven) and static (uploaded lists)—and argues that the resurgence is driven by a surge of server‑side third‑party tracking tools (AnyTrack, Hyros, Zapier, etc.) feeding richer data back to the Facebook pixel, as well as improvements in Facebook’s modeling. Vázquez shares a client case study where cost‑per‑acquisition dropped from about $90 to $22 using refreshed lookalikes, and he gives concrete steps: rebuild 1 % and 2 % lookalikes, upload buyer, email, and abandoned‑cart lists, and leverage these audiences with his “$100 Million Framework” for ad creative. He ends with a promotional call‑to‑action for the $47 framework and invites viewers to ask questions.
Chapters
looks like that lookalike audiences are back in fashion on Facebook ads. And in this video, I'm going to tell you, um, how we're using it and what you can use them for and why you should give them another shot if they stopped working for you a while ago. What's going on everybody, welcome to this piece of content. I hope that everyone is doing really, really well today. Today is, uh, Tuesday, October 25th. We're getting closer and closer to the holiday season, so that's exciting. And, uh, I always love the holiday season because, you know, it's, it's a great time for you to do, um, a lot of offers to your list. Black Friday, Cyber Monday, then holidays. So it's pretty, it's pretty cool, uh, to see all of that coming up. It's, uh, it's a season where there's going to be a lot of competition, but it's also a season where people are with the credits, the credit cards in hand. They want to, uh, have great deals. So I'm super excited about that, and I hope that everyone is doing really well. And today what I want to tell you guys about and talk to you guys about are lookalike audiences. So yesterday I was talking to a prospective client, uh, for ScaleDriven. ScaleDriven is my digital marketing agency, and, uh, we're talking about, um, you know, the, the run-of-the-mill questions that we ask when we get a client or when we get a prospective client on the phone, which is what are you selling, what is your ideal customer, what kind of goals you have, what worked for you in the past, what are you doing right now, are you currently running ads, all of that good stuff. Stuff, right? Because we ask these amounts of questions because at the end of the day we want to see if we're going to be a good fit working together, right? And it's like trying to give a diagnosis without a prescription, right? So we do ask a bunch of questions, and it turns out that this client— or this prospective client, I should say— uh, we're talking about, and they were telling me that at some point they have a really niche product that's working really, really well for a specific niche And at some point, let's say I think a year and a half or 2 years ago, they were doing really well. They were doing extremely well using lookalike audiences. So they got— they had this list of their ideal customers and they uploaded them to Facebook and they created lookalike audiences. But unfortunately, lookalike audiences stopped working for the longest time after the iOS 14 issue with Facebook and Apple. Why? Because lookalike audiences require a lot of pixel data to work, right? There are 2 types of lookalike audiences. I talked about this in the past. There are dynamic lookalike audiences, which are the ones that are updating constantly, you know, with the pixel data. And there are static lookalike audiences, which are the ones that you upload yourself with emails, phone numbers, you know, past clients, all that. But for a long time, since Facebook wasn't having a lot of good data back to the pixel, a lot of lookalike audiences stopped performing. Now, we started talking about this, and he was like, well, lookalike audiences work really well for us, but now they're— but, but then we stopped trying because they stopped working. And I'm like, hey dude, for us, lookalike audiences are starting to work really well, right? Over the past 2-3 months, we've seen kind of the renaissance, if you would, the reawakening of the lookalike audience, especially on Facebook ads. And the reason why we're able to see that is because, in my opinion— this is my theory, by the way— is that now we have so much, so many third-party tools sending data back to Facebook. We have AnyTrack, we have Hyros, we have a lot of stuff. A lot of people using Zapier to feed Facebook Pixel with good data. So there's a lot of stuff happening at the server side, right? One server talking to each other and all that, that's making the pixel much more viable again. And in turn, it's making the lookalike audiences more viable again. Okay, so we, like, we were able, for instance, at scaledriven.com, we were able to take a client, uh, she has a subscription model, she has a membership And we were able to take her from $90 to acquire a customer all the way down to $27 to acquire a customer. I think that today she's at $22 to acquire a customer on Facebook, right? And the reason why we were able to scale was because, look, we were using a lot of lookalike audiences, right? And, and again, if you asked me 6 months ago, 1 year ago, I was like, no, let's, let's target interest because lookalike audiences are not working. But now they seem to be back in fashion. And again, I have this theory that we have a lot of third-party tools feeding data back to Facebook. We do use third-party tools for all of our clients, right? All of our agency clients, we teach them how to install them. With all, uh, and all of our students, we show them how to use third-party tracking tools. It's a must right now, especially if you're running advertising. So we tell them how to do that, and it's so important that we won't take a client unless, you know, we can install tracking for them. Tracking is super important. So my theory is that 2 things are happening. Number one, we have all of this influx of information coming into Facebook Pixel, which makes it so much viable. So that means that lookalike audiences are getting better, starting to work better, number one. But also number 2, Facebook is kind of changing the way they're doing lookalike audiences and their modeling. They're doing a lot of different modeling. So for the longest time they were testing, and now they're kind of hitting in the head when it comes to the modeling that they're doing out of the seed audiences that we are uploading, right? Because again, there's a lot of data that Facebook still cannot see. That's why we have third-party data going on. So what does it mean to you? For this prospective client, if he decides to move forward with us, we're going to use lookalike audiences because they're working. They're working really, really well right now. What does it mean to you? It means that if you're running any type of Facebook advertising and you notice that lookalike audiences used to work well but then they stopped performing performing, my suggestion would be try them again. Try the 1% lookalike audiences, try the 2% lookalike audiences. Upload all of your buyers, upload all of your email lists, upload all of your past people that you've talked to, all of your abandoned carts, upload all of your data and recreate those lookalike audiences. Because again, on some cases, there are best performing ads which a couple months ago they were performing really, really bad. Now they're kind of back on track to perform really well. Okay, so that's what I'm seeing based on what we're running ads for our own, uh, business. We're running them for other clients. So that's why I'm saying when it comes to Facebook ads specifically, when it comes to lookalike audiences— now that's when it comes to targeting, right? If you want to show those people the right type of ad, in fact, if you want to have a formula to create and launch Facebook ads that work every single time, no matter what you're selling, no matter what niche you're in, no matter what your price point is, get a copy of my one, uh, my $100 Million Framework. You can get it by clicking the link somewhere around here. There's also a big bright red sign at the bottom of the screen right now. It says 100mframework.com, 100mframework.com. You can get it there. It's only $47. It's super inexpensive, and it will allow you to understand the mechanics of how to put together really, really good ads that work no matter what you're sending. Because if you pair a good targeting with a good ad, there's a high chance that you will have a good campaign, provided that your funnel works as well, right? But what we're targeting— what we're talking about here is targeting what lookalike audiences that's working really well and using my 100 Million Framework to actually create really, really good ads that people want to click on, that people want to purchase from, and all of that good stuff. And it's on sale right now, okay? So only $47. Go to 100mframework.com. It's at the bottom of the screen. I hope that this is helpful. Go ahead and start playing or toying or implementing lookalike audiences again because they're working again back the way they were working pre-iOS 14. And if you have any questions, feel free to reach out. Feel free to post them in the comments below. Some around here, feel feel free to send us an email and get the framework because it's pretty good. Thank you guys. I'll see you soon. Bye-bye. Bye.
