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QuoteHi John, hope you had a good xmas, chestnuts roasting on an open fire etc 🙂
I wanted to double check a couple of things about video view lookalike audiences, as facebook seems to have really hitting on an audience for me from what I can tell... I have been running a 'video views' ad to a UK audience, and for example yesterday I got 1596 video views at 95% out of a reach of 1557 (and 3327 impressions.) I have a total of 18,511 views at 95%, so I know I need to get on and make a lookalike audience of these people so I can then serve image based ads, going for conversions.
The views so far are from UK people, as that's where I've been running the video views ad. My plan was to create a lookalike audience for the UK and the US, but I wasn't sure whether I should first build up lots of video views from the US if I'm going to create a US lookalike audience ? Is it maybe worth just trying a US lookalike audience with what I have, and then if it doesn't perform well, go back and build up loads of US video views first to help the algorithm out? D'you have any thoughts on that?
I also wanted to double check that I did the right thing going for video views and not conversions to build up this data for Facebook? I mean now that I'm about to create a lookalike, I'm slightly concerned that the lookalike will be full of people who watch videos but don't subscribe... but I hope I'm right in thinking that what the video views ad will have achieved is helping facebook to hone in on who really likes my music, and then if I go for subscribers, facebook will easily be able to prioritise those people for me?
Partly I'm asking the above, as if I do go head and build up more views from the US, I could this time go for subscribers instead? What do you generally do when you clock up video views for the purpose of a lookalike audience ? Go directly for video views, or subscribers?
Thanks in advance :).
Karen
11:57 am
June 7, 2011
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Hi Karen,
Happy holidays to you as well.
Because you created the lookalike audience exclusively in the UK, I would start by creating a lookalike audience that only targets the UK and create a campaign that only targets that audience, as it stands the best chance at doing well for you. Then, after you have some data, I would do the same thing for the US and see how it does (without getting new views). It may perform well, it may not. It's also possible that the audience will do well but different ad copy will perform better (which sometimes happens from country to country). If the UK campaign performs well, but the US campaign just doesn't, no matter what you do, then you could try creating a unique custom audience in the US and creating a lookalike from that. But I don't think you will need to.
You are right in pointing out that there is a difference between people who like your music at first listen, and those who may be likely to subscribe, but in an ideal world they will overlap. You were not wrong in doing exactly what you did. That is a good approach, and it's one I often advise people to take. But usually I do this because I am having trouble finding an initial audience to build a lookalike with. Once I get enough subscribers (and then customers) those almost always become my best performing lookalikes. That said, they can all work, and having multiple types of lookalikes is a good thing.
Hope that helps. Cheers.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
12:21 pm
June 7, 2011
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\m/
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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