iOS privacy changes hurt Facebook lookalike audiences, so marketers switched to interest targeting. Now lookalike audiences are bouncing back and outperforming interests again. The advice: shift budget back to lookalike audiences based on buyers and website visitors, and keep adjusting as Facebook changes what works.
What's working right now is since the iOS issue with lookalike audiences and all of that, I saw the performance of lookalike audiences become worse and worse and worse. So we started spending more and more and more money on Facebook interests because they were still getting us a good cost per lead, good cost per call, good cost per schedule, cost per purchase, whatever our goal is at that time. So we kind of started spending less and less and less money on lookalike audiences and started spending more and more and more money on Facebook interest targeting. Now, The trend at this point is kind of reverting. I'm seeing some lookalike audiences out of buyers, out of leads, out of website visitors that are crushing, and they're crushing it big time, much better than interests. So right now what we're doing at our agency, and I'm also advising this to students, is to start spending more money on lookalike audiences and start spending less and less money on Facebook interests. Let's also remember that a couple months ago Facebook deleted a bunch of interests and now they're getting them back in. So that's something that Facebook does from time to time is that they delete a bunch of interests and then a couple months later they put them back in and they delete another bunch and all of that good stuff. So it's always a game, it's always a dance. The way I see it is like, okay, for the next 6 months maybe lookalike audiences will work better than interests, and then as they start performing worse and worse and worse, then you may want to increase your budget on interest targeting and all of that.
