The Best Top of Funnel Audiences in Spring 2022
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Generally, broad targeting is outperforming lookalike audiences
TOF is struggling to perform consistently in both large and small spending accounts
Some Klaviyo lookalike audiences are still performing well
Higher percentage lookalikes like 5%, 8% or 10% are overall outperforming any smaller percentages
Try pivoting to large interest audiences or interest stacks
Keep in mind, Facebook is scaling back their interest audiences (i.e. FB has scaled the shoe interest stack from high heels, flip flops, trainers, sneakers, etc., to just shoes)
Lookalikes aren’t dead, but we are definitely seeing comparable results and higher scalability out of interests and broad
For brands with many product categories and different target audiences by product category, lookalikes are still doing well if you make custom audiences of customers for each product category and make lookalike audiences from those custom audiences
If prospecting audience testing/scaling is not working well, pivot your effort into creatives and angles, landing pages, etc.
Top prospecting audiences for testing in 2022
Broad
Added age or gender targeting if applicable
Interest Stacks
Base these by somewhat broad personas
Base personas on customer research and analysis
Make creative that speaks to each persona and use the creative for deeper targeting and segmentation despite a broader interest audience than in previous months/years
8% stacked lookalike
Can differentiate with a high value stack of 3-5 seed audiences/lookalikes and low-value, or group a selection together
8% lookalike would already include lower lookalikes, so you wouldn't need to stack them with lower percentages. You would instead be stacking 8% LAL of different segments e.g. customers, ATC, product views, website visitors, Subscribers, social engagers etc.
Old lookalike audiences that worked pre-iOS14 and stack them together for a larger audience