Summary
Facebook has launched two new solutions to help advertisers increase business value: value optimization and value-based Lookalike Audiences. Value optimization uses purchase value data from the Facebook pixel to estimate future spending and adjust bids to target high-value customers efficiently. Value-based Lookalike Audiences allow advertisers to include a value column in customer lists to find new people similar to top spenders.
These tools aim to improve campaign performance and ROI, with early adopters seeing significant improvements like 13% lower cost per install and 53% higher ROAS.
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