When running Facebook ads, using Lookalike Audiences can be a powerful way to target users who resemble your current audience or customers. The “timeframe” often refers to the duration in which the behavior of the source audience is considered. This is especially true when you’re creating Lookalike Audiences based on website visitors or specific actions on your website.
As for the best timeframe, it depends on several factors:
- Nature of Your Business/Product:
- Short Sales Cycle: If you’re selling a product with a short sales cycle (e.g., consumer goods), a shorter timeframe like 30 days might be more relevant.
- Long Sales Cycle: For products/services with a longer sales cycle (e.g., real estate, B2B services), a longer timeframe such as 180 days might be more appropriate.
- Traffic Volume:
- High Traffic: If your website receives a lot of traffic, a shorter timeframe can provide a fresher audience.
- Low Traffic: For websites with lower traffic, you might need to consider a longer timeframe to accumulate enough data for the Lookalike Audience.
- Seasonality:
- If your business has strong seasonality (e.g., holiday decorations, summer products), consider the timeframe that captures your peak season.
- Frequency of Product Launches or Updates:
- If you’re launching new products frequently, a shorter timeframe could be more relevant.
- If product launches are infrequent, you might opt for a longer duration.
- Specificity of the Event:
- Broad Events: If you’re building a Lookalike Audience based on website visits, a longer timeframe (e.g., 180 days) might be suitable.
- Niche Events: For very specific actions, like purchases of a high-ticket item, a shorter timeframe might capture a more relevant audience.
General Recommendations:
- Start Broad: Begin with a wider timeframe and then narrow down based on the performance of your campaigns.
- Test and Iterate: Run A/B tests with different timeframes to determine which works best for your specific needs.
- Refresh Audiences: Regularly update your Lookalike Audiences to ensure they remain relevant, especially if your business evolves or your product offerings change.
Remember, there’s no one-size-fits-all answer. The best timeframe will depend on your specific business, goals, and the behavior of your audience. Regular testing and optimization will help you hone in on the most effective timeframe for your Lookalike Audiences.