In this YouTube presentation, Hernan Vazquez (host of Marketing Atlas and founder of ScaleDriven) explains why Facebook lookalike audiences, which suffered after iOS 14’s privacy changes, appear to be regaining effectiveness. He attributes the resurgence to a surge of third‑party tracking tools (e.g., AnyTrack, Hyros, Zapier) that feed richer data back to the Facebook pixel, and to Facebook’s evolving lookalike modeling. Vazquez shares a client case study where cost‑per‑acquisition dropped from $90 to $22 by leveraging refreshed lookalikes, and he offers concrete steps: upload all buyer, email, and abandoned‑cart data to create 1%–2% lookalike audiences. The video concludes with a promotional call‑to‑action for his $100 Million Framework, a $47 guide to building high‑converting ads, emphasizing that good targeting plus solid ad creative yields consistent campaign success.
Marketing and advertising can be complicated. What's most important? What should I focus on? Direct marketing? Email campaigns? Social media? Cold calling? With Marketing Atlas, you'll have a clear guide to get more leads, close more sales, and take your business to the next level. Welcome to Marketing Atlas. Marketing Atlas.
Marketing Atlas.
With your host, Hernan Vazquez.
So it looks like that lookalike audiences are back in fashion on Facebook ads, and in this video I'm going to tell you 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 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 a lot of offers to your list. Black Friday, Cyber Monday, then holidays. So it's pretty, pretty cool to see all of that coming up. 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 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 for ScaleDriven. ScaleDriven is my digital marketing agency, and we're talking about, you know, 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 do 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, right? Because we ask this amount 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, 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 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, 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 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 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 local iconesis more viable again. Okay, so We, like, we were able, for instance, at scaledriven.com, we were able to take a client. 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 we were using a lot of lookalike audiences, right? 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 as 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 two, 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, 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 business, we're running them for other clients. So that's what I'm seeing when it comes to Facebook ads, specifically when it comes to local economies. 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 $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 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 talking about here is targeting with 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 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. So I'm around here. Feel free to send us an email and get the framework because it's pretty good. Thank you guys. I'll see you soon.
