We recently tested stacking various look-a-like audiences in our Facebook & Instagram (Meta) advertising campaigns across 11 different clients/campaigns.
What is lookalike stacking in Facebook & Instagram, advertising?
Lookalike (LAL) stacking is where you combine more than one predefined LAL audience in the same ad set. For example, instead of purely utilising a LAL of people who have purchased in the last 60 days, you might build something like:
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LAL of people who have purchased in the last 60 days PLUS a LAL of people who have engaged with the Instagram page in the last 100 days PLUS a LAL people who have added 4+ items to a cart with no purchase.
The more data you provide to the algorithm, regardless of which digital advertising platform you’re utilising (across Meta Ads, Pinterest Ads, Google Ads and so on), typically the better results you should expect.
Whilst no two campaigns, businesses or industries should ever be treated the same, it is interesting to see a vast majority of stacks greatly outperforming a single LAL.
Are we saying you should immediately switch to stacks? Nope! We recommend it absolutely with a test for your campaigns, but a few things you will need to consider before investing in a test:
Need a hand with your audience targeting? Get in touch with us and we’ll be happy to help!