Meta引入相似受众功能始于2013年，旨在自动化定义理想客户的过程。然而，如今算法已能通过海量数据和实时信号完成此任务，结合像素活动、转化历史和广告互动数据。尽管相似受众可提供人群建议，但Meta的算法最终会自行选择目标受众。对于新账户，此功能作用有限；对于老账户，算法已具备类似能力。建议关注核心广告策略，而非过度依赖相似受众。

🔍 历史回顾：Meta相似受众功能于2013年推出，当时主要作用是自动化定义理想客户，通过分析兴趣和行为数据，帮助广告主找到与现有客户相似的人群。这一功能解决了早期定义客户的繁琐过程。

🤖 算法进化：如今，Meta的算法已能通过处理大量数据和实时信号，结合像素活动、转化历史和广告互动等数据，自动识别并定位理想客户，其功能与相似受众高度重叠，甚至更为精准。

📈 作用有限：相似受众在优化转化时被视为建议，广告主提供的庞大人群数据Meta可能并不完全采纳，算法会根据自身逻辑选择目标受众。对于新账户，由于缺乏像素和转化数据，相似受众作用更小；对于老账户，算法已具备类似能力，使用相似受众可能并无实际效果。

🎯 核心策略：虽然使用相似受众无害，但不应过度依赖。建议将更多精力投入到优化广告核心策略，如精准定位、创意内容和持续测试，以更有效地触达理想客户群体。

📌 结论：Meta相似受众功能是历史遗留产物，在当前算法能力下，其必要性已大大降低。广告主应关注算法本身的能力，而非盲目依赖相似受众建议，以实现更高效的广告投放。

Claim: “Meta needs lookalikes to define my ideal customer.”

This is a myth. Here’s why…

History Lesson

First, a bit of history behind this feature. Remember that Meta introduced lookalike audiences in 2013. Yeah, 12 years ago.

Back then, this was a huge deal. In 2012, you had to define your ideal customer using a combination of interests and behaviors. That was a pain. Lookalike audiences automated that process, finding others who were like to your customers.

Algorithmic Targeting

But things are different now. A similar process happens with algorithmic targeting these days. Meta works with mounds of data and countless real-time signals to find an audience for your ad.

It’s also based on things like your pixel activity, conversion history, and prior engagement with your ads. In other words, all of the things you’re trying to accomplish with lookalike audiences.

It would be strange to trust the lookalike audience, but not the algorithmic targeting that works in many of the same ways. But that’s not the only issue here.

Audience Suggestions

Possibly the biggest problem is that lookalikes are only seen as suggestions when optimizing for conversions.

You’re providing a suggestion of more than a million people, in many cases, that Meta can blow past. The algorithm is going to reach the people it wants to reach.

Exceptions?

Unless you’re dealing with a completely new account where pixel, conversion, and engagement data doesn’t exist, it’s unlikely Meta needs this information. And if you use lookalikes, they probably aren’t doing anything.

It doesn’t hurt to use lookalike audiences, but don’t obsess over them. Spend more time on what actually matters to reach your ideal audience. Read my recent bog post on this to learn why.

The post Does Meta Need Lookalike Audiences? appeared first on Jon Loomer Digital.