Value-Based Lookalike Audiences, which launched in 2013, has been labeled the “bread and butter” for most Facebook marketers. Lookalike targeting, a popular advertising technique across many areas of digital advertising, uses data from past advertising campaigns to identify audiences that have similar behaviors to the people that have clicked on or converted on ads. Facebook has its own special flavor, which uses their own vast array of data points. For many companies that go all-in on Facebook, they eventually hit a wall if they continue to shovel money onto the platform without refining their targeting strategy. In the case of direct-to-consumer brands, there’s actually a door in that wall that few have opened.
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