How do you scale Facebook AEO campaigns while minimizing audience overlap?

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Posted by unknown (Questions: 15, Answers: 19)
Asked on June 17, 2019 11:42 pm
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My experience is that the US is large enough to support multiple 2% LaL ad sets running at a time without suffering from cannibalization, even with AEO campaigns. But there are a few things to consider:

  1. How old is your custom audience list? If the identifiers are out of date, a large list might not be creating as many LaL matches as you'd expect;
  2. How down-funnel is the event? Is the event a purchase? Can you move up-funnel from purchase and still get strong signal?
  3. Can you segment the LaL audiences in a meaningful way based on interests or demographics and align creative with those segments? 

In general, I think getting AEO campaigns to work at scale requires a lot of experimentation with creative -> audience alignment as well as event exploration. If your 5% AEO campaigns with broad targeting aren't working, then try shift to multiple 2% LaL campaigns with earlier-funnel events, or try to find more resonance in creative / audience alignment, or both.

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Answered on June 18, 2019 6:45 pm