In order to provide a more effective solution to grow specific cohorts of an audience based on the value to a business, value-based Lookalikes are being rolled out globally.
With this enhancement, advertisers are no longer limited to creating small groups of audiences based on their spend or life-time value (LTV) prior to creating a Custom Audience. Now, they can include a value column to their entire customer list, which Facebook can use to create an additional weighted signal for people most likely to make a purchase after seeing your ad. Value-based Lookalikes can be found across all objectives in Ads Manager or Business Manager.
Businesses like Pocket Gems are using value-based Lookalikes to find new potential customers.
By defining more precisely the characteristics that are associated with user engagement in our Lookalike seed audiences, we've increased our ability to find users who love our products. While beta testing on our hit interactive mobile storytelling app Episode, we saw a decrease of 13% in Cost Per Install and an overall 53% increase in ROAS! — David Rose, Director of Performance Marketing at Pocket Games
Marketers around the world can begin using these value-based solutions, starting today. Throughout the year, we will continue improving our targeting and delivery systems so that we can help you focus on the outcomes that truly matter, and so that you can get even more value from your campaigns.
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