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

Stay on top of changes in advertising metrics. #lookalikeaudiences #mediabuying

13 Mar 2024 · 1 min

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In this brief commentary, the speaker discusses the fluctuating performance of lookalike audiences compared to interest targeting in paid media campaigns. They note that platform changes cause a seasonal “seesaw” effect where sometimes lookalike audiences outperform interest targeting and other times the reverse occurs. The speaker draws a parallel to the shifting success between engagement‑focused ads and video‑view ads for branding, emphasizing that the winning strategy can change over time. At the moment, they observe that lookalike audiences are not delivering the best performance, suggesting a need to monitor these metrics closely and be ready to pivot targeting tactics as the platform evolves.

Chapters

Here's my experience is that sometimes, 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