On Nov 11, we released the new advanced options to create lookalike audiences. When you create Lookalike Audiences, audience overlap is a common problem which advertisers have been experiencing. Since a user can see an ad only two times in a day, this audience overlap results in wasted delivery opportunities. Advertisers have been experimenting with exclusion targeting as a workaround to solve the problem of overlapping segmentation. The advanced options also addresses this by allowing a user to create mutually exclusive lookalike segments.
For advertisers who measure revenue per conversion or lifetime value for people in different audiences, the advanced option can be used to segment lookalikes based on degree of similarity to the source. This allows advertisers to bid differently for audiences with different conversion values.
The advanced options for creating lookalikes help advertisers prospect new customers or transactions efficiently by making it easier to bid differently for audiences with different conversion values. In general, lookalike audiences, which are more similar to the source audience, are more valuable. But this varies based on quality of the source audience and nature of the target audience.
However, utilizing the full potential of this capability is a four-step process. Consider the following scenario-
Let us see how to use our API to iterate through the above steps:
use FacebookAds\Object\CustomAudience;
use FacebookAds\Object\Fields\CustomAudienceFields;
use FacebookAds\Object\Values\CustomAudienceSubtypes;
$lookalike = new CustomAudience(null, 'act_<AD_ACCOUNT_ID>');
$lookalike->setData(array(
CustomAudienceFields::SUBTYPE => CustomAudienceSubtypes::LOOKALIKE,
CustomAudienceFields::LOOKALIKE_SPEC => array(
'origin_ids' => <CAMPAIGN_ID>,
'starting_ratio' => 0.03,
'ratio' => 0.05,
'conversion_type' => 'campaign_conversions',
'country' => 'US',
),
));
$lookalike->create();from facebookads.adobjects.customaudience import CustomAudience
lookalike = CustomAudience(parent_id='act_<AD_ACCOUNT_ID>')
lookalike.update({
CustomAudience.Field.subtype: CustomAudience.Subtype.lookalike,
CustomAudience.Field.lookalike_spec: {
'origin_ids': '<CAMPAIGN_ID>',
'starting_ratio': 0.03,
'ratio': 0.05,
'conversion_type': 'campaign_conversions',
'country': 'US',
},
})
lookalike.remote_create()
print(lookalike)curl \
-F 'subtype=LOOKALIKE' \
-F 'lookalike_spec={
"origin_ids": "<CAMPAIGN_ID>",
"starting_ratio": 0.03,
"ratio": 0.05,
"conversion_type": "campaign_conversions",
"country": "US"
}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v2.11/act_<AD_ACCOUNT_ID>/customaudiencesThe starting_ratio field is the starting percentage and the ratio field is the maximum percentage using which the lookalike segment is created. This api call will create a lookalike audience based off the 3% to 5% tier of the audience who converted in the running campaign. We can use the same api call with starting_ratio as 0.01 and ratio as 0.03 to create a lookalike from 1% to 3% segment. So now we have two lookalikes.
We first create adsets using the lookalike audince IDs from step 1.
use FacebookAds\Object\AdSet;
use FacebookAds\Object\Fields\AdSetFields;
use FacebookAds\Object\Values\BillingEvents;
use FacebookAds\Object\Values\OptimizationGoals;
use FacebookAds\Object\Fields\TargetingSpecsFields;
use FacebookAds\Object\TargetingSpecs;
$adset = new AdSet(null, 'act_<AD_ACCOUNT_ID>');
$adset->setData(array(
AdSetFields::NAME => 'My AdSet',
AdSetFields::OPTIMIZATION_GOAL => OptimizationGoals::IMPRESSIONS,
AdSetFields::BILLING_EVENT => BillingEvents::LINK_CLICKS,
AdSetFields::BID_AMOUNT => 100,
AdSetFields::DAILY_BUDGET => 2000,
AdSetFields::CAMPAIGN_ID => <CAMPAIGN_ID>,
AdSetFields::TARGETING => (new TargetingSpecs())->setData(array(
TargetingSpecsFields::GEO_LOCATIONS => array(
'countries' => array('US'),
),
TargetingSpecsFields::CUSTOM_AUDIENCES => array(
array(
'id' => <LOOKALIKE_AUDIENCE_ID>,
),
),
)),
));
$adset->create(array(
AdSet::STATUS_PARAM_NAME => AdSet::STATUS_ACTIVE,
));The above call should be made once for each lookalike audience, since we have two audience, we make it twice. Once we have the two adset IDs, we use these to create similar ads for both the adsets.
use FacebookAds\Object\Ad;
use FacebookAds\Object\Fields\AdFields;
$data = array(
AdFields::NAME => 'My Ad',
AdFields::ADSET_ID => <AD_SET_ID>,
AdFields::CREATIVE => array(
'creative_id' => <CREATIVE_ID>,
),
);
$ad = new Ad(null, 'act_<AD_ACCOUNT_ID>');
$ad->setData($data);
$ad->create(array(
Ad::STATUS_PARAM_NAME => Ad::STATUS_PAUSED,
));from facebookads.adobjects.ad import Ad
ad = Ad(parent_id='act_<AD_ACCOUNT_ID>')
ad[Ad.Field.name] = 'My Ad'
ad[Ad.Field.adset_id] = <AD_SET_ID>
ad[Ad.Field.creative] = {
'creative_id': <CREATIVE_ID>,
}
ad.remote_create(params={
'status': Ad.Status.paused,
})Ad ad = new AdAccount(act_<AD_ACCOUNT_ID>, context).createAd()
.setName("My Ad")
.setAdsetId(<AD_SET_ID>)
.setCreative(
new AdCreative()
.setFieldId(<CREATIVE_ID>)
)
.setStatus(Ad.EnumStatus.VALUE_PAUSED)
.execute();ad_account = FacebookAds::AdAccount.get('act_<AD_ACCOUNT_ID>')
ad = ad_account.ads.create({
name: 'My Ad',
adset_id: <ADSET_ID>,
creative: {
creative_id: <CREATIVE_ID>,
},
status: 'PAUSED',
})curl \
-F 'name=My Ad' \
-F 'adset_id=<AD_SET_ID>' \
-F 'creative={"creative_id":"<CREATIVE_ID>"}' \
-F 'status=PAUSED' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v2.11/act_<AD_ACCOUNT_ID>/adsValidate the set up and once confirmed, change their status to active.
Let's say, that on observing revenues from these ads, we see higher revenue for the 1% to 3% lookalike segment. We then move to the next step.
Here you bid more for more valuable audiences and less for less valuable audiences:
use FacebookAds\Object\AdSet;
use FacebookAds\Object\Fields\AdSetFields;
use FacebookAds\Object\Values\AdSetBillingEventValues;
use FacebookAds\Object\Values\AdSetOptimizationGoalValues;
$adset = new AdSet(<AD_SET_ID>, 'act_<AD_ACCOUNT_ID>');
$adset->setData(array(
AdSetFields::BILLING_EVENT => AdSetBillingEventValues::IMPRESSIONS,
AdSetFields::OPTIMIZATION_GOAL => AdSetOptimizationGoalValues::LINK_CLICKS,
AdSetFields::BID_AMOUNT => 200,
));
$adset->update();from facebookads.adobjects.adset import AdSet
adset = AdSet(fbid=<AD_SET_ID>, parent_id='act_<AD_ACCOUNT_ID>')
adset.update({
AdSet.Field.optimization_goal: AdSet.OptimizationGoal.link_clicks,
AdSet.Field.billing_event: AdSet.BillingEvent.impressions,
AdSet.Field.bid_amount: 200,
})
adset.remote_update()new AdSet(<AD_SET_ID>, context).update()
.setBillingEvent(AdSet.EnumBillingEvent.VALUE_IMPRESSIONS)
.setOptimizationGoal(AdSet.EnumOptimizationGoal.VALUE_LINK_CLICKS)
.setBidAmount(200L)
.execute();curl \
-F 'billing_event=IMPRESSIONS' \
-F 'optimization_goal=LINK_CLICKS' \
-F 'bid_amount=200' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v2.11/<AD_SET_ID>The adset ID should belong to the second adset which was created for the 1% to 3% lookalike segment.
Now we have the bids adjusted based on the value of each lookalike segment.
For more details on using the advanced options, please visit our Help Center. More on lookalike audience can be found at our Marketing API docs.
