At Salesforce, we’re always excited to measure the performance of new ways to target consumers with ads across the platforms which we support - Facebook, Twitter, LinkedIn, and Instagram.
Facebook Lookalike Audiences enable advertisers to target Facebook ads by building groups of Facebook users who Facebook has determined are the most similar to either an existing custom audience or a group of Facebook users who have responded to a prior campaign – such as installed your app or watched your video.
Because these customers are similar to people who are already your customers or have already responded to your ads, they are good candidates for future advertising campaigns.
Social.com has the ability to directly test the effectiveness of advertising to the 1% more similar audiences, or any specified amount ranging from 1% percent to 20%, an ability not available in Facebook’s native platforms.
ArcSoft makes the most popular free makeup app for mobile devices, Perfect365, and uses Social.com to drive installs of their app. Using Social.com, they targeted the same ad to three different groups - the 1% most similar audience, the 2% most similar, excluding the 1%, and the 3% most similar, excluding the 1 and 2% in order to find out which groups delivered the best performance for the largest audiences.
The 1% audience produced a 4% cheaper CPI than the 2% audience and a 9% cheaper CPI than the 3% audience. However, by using all three audiences, ArcSoft received 260% more total installs than using the 1% audience alone.
To learn more about why Vincent Hsu, User Acquisition Manager at ArcSoft said “with Social.com, we could quickly test different audiences in ways not available directly through Facebook” and “Social.com has been great at helping us test new features that help us improve our campaigns,” and recommendations for your own campaigns, check out the full case study!