Brands today are constantly looking for ways to expand on their success.
With only a limited number of audiences to retarget, Advertisers rely heavily on Lookalike Audiences to enable them to scale while still reaching relevant users. Today, Lookalike modeling helps brands discover new target segments based on a significant overlap of characteristics with existing customers, making this the (almost) perfect segment.
While this type of targeting has been effective for most Advertisers, there is still an extra layer of relevance missing. One that would allow these Brands to reach Lookalikes based on customers who engaged with a specific Campaign, Ad, or Product.
Picture a subscription company that acquires customers through Facebook. They promote several campaigns with different messages, topics and objectives. They want to create a specific Lookalike audience based on people who went through a unique experience so they can continue to reach the lookalike audiences with the same approach they provided the original seed audience (customer).
This is the challenge the Printing Service & Appliance company faced when seeking to reach people similar to those who converted based on the product they purchased and the messaging that drove them to purchase.
As Kenshoo continues to provide social advertisers with additional tools and solutions to enhance their advertising, they also discovered how to enhance Lookalike targeting to provide even more ways to drive conversions. By enabling advertisers to create lookalike audiences based on users who converted due to specific campaigns makes the experience even more relevant than ever before.
The Printing Services & Appliances client ran a campaign that targeted a broad audience and drove them to purchase Pens through their website. After achieving success and a significant amount of purchases, they then created lookalike audiences based on people who converted from that campaign to deliver a similar experience with similar assets.
The Printing Services brand turned success through conversions into even more success with Kenshoo’s Campaign-based Conversion Lookalike tool. By providing a tailored experience to their new prospects, conversion volume increased while cost per conversion decreased by 11%.