The Challenge
A leading copywriting agency known for its innovative advertising methods faced a major challenge: improving the performance of their Facebook Ads despite recent disruptions to interest-based targeting. With previous campaigns relying heavily on lookalike audiences built from past purchase data, they needed a new approach to maintain high conversion rates.
To succeed, they required:
- A reliable method to reach high-intent buyers even after Facebook’s interest categories were removed
- A way to test new audiences against their best-performing lookalikes
- An audience strategy that could deliver consistent results at scale
The Approach
To address these challenges, the agency leveraged AudienceCatalyst to execute a structured testing strategy:
- Lookalike Benchmarking
They ran AudienceCatalyst’s AI-powered audience segments alongside their existing high-performing lookalikes, ensuring a direct performance comparison.
- Data-Driven Refinement
Data from AudienceCatalyst helped the agency identify patterns in purchasing behavior and continuously optimize audience selection based on real-time ad engagement.
- Performance-First Scaling
By focusing on audiences that demonstrated the strongest engagement and conversion metrics, the agency maximized its ad efficiency while minimizing wasted spend.
The Results
This strategic shift delivered remarkable improvements:
- 40% Increase in Performance: AudienceCatalyst-powered audiences consistently outperformed previous lookalikes.
- Higher Ad Longevity: The new targeting method extended the life of campaigns, mitigating the impact of lost Facebook interests.
- Significant Revenue Growth: More conversions at a lower cost, leading to a direct increase in ROI.
As one of the agency’s founders put it:
“It has extended the life of our campaigns because we’d previously lost all 18 interests when Facebook removed all of them.”
This case study highlights how advanced AI-driven audience segmentation can future-proof ad campaigns, ensuring businesses continue reaching their most valuable customers even in the face of changing digital advertising landscapes.