Hernan VazquezFounder and CEO, Rapid Scale Framework · Creator of The Rapid Scale Framework, Author of Low Ticket Profits

Be on the lookout for seasonal changes #adclients #metaads #marketingtactics

18 Mar 2024 · 1 min

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In this brief commentary, the speaker shares observations about how ad performance can fluctuate seasonally due to platform changes, especially regarding lookalike audiences versus interest targeting and engagement ads versus video‑view ads for branding. They describe a seesaw pattern: at times lookalike audiences outperform interest targeting, then the reverse occurs; similarly, engagement ads may lead performance now, while video‑view ads may take the lead later. The speaker emphasizes the need for marketers to continuously monitor these shifts and be ready to adjust targeting strategies and creative formats accordingly.

Chapters

Here's my experience is that sometimes throughout the seasons, probably because they make some changes to the way they create lookalike audiences or the way they work with lookalike audiences, right? They actually implement this pretty frequently is that sometimes lookalike audiences, they become better than interest targeting and some other times interest targeting outperform lookalike audiences. And this is like a seesaw. This is something that we're seeing all the time. It's like engagement ads versus video views ads for branding campaigns. We saw this all the time, okay? Right now engagement ads is winning, but at some other point video views ads might be winning. We might switch to video views. So it's like a seesaw. Right now we're noticing that too. We're noticing that lookalike audiences is not necessarily giving us the best type of performance