Proxima reposted this
Obvi spent nearly $240,000 last month on Proxima audiences and uncovered a super interesting takeaway. They unlocked incremental audiences that Meta's algorithm alone wasn't going after. Which allowed Ashvin to crank monthly ad spend +2x...profitably. That's brilliant. I love Ash's approach here: Experiment with audience targeting. Put broad and targeted audiences head-to-head. See how they compare. Gather learnings and then pour gas on what's working. In a world where 'just go broad' is status quo, remember this: "Don't fall into the trap of best practice bias. There are wins to be had beyond broad. Media buyers should not be ignoring audiences as a tool to leverage in Meta." Well said, Ash 👏
We spent $230k+ on our Proxima lookalike audiences last month… Yes, going broad is the go-to strategy. But try this targeting experiment: A) Go broad – let Meta decide who to show your ads to B) Go targeted – upload Proxima’s boosted seed audiences and run LALs Put these up against each other. We found that not only do these audiences scale and compete with broad, but we’re also giving Meta additional data points to find incremental audiences to scale into. The point is – don’t fall into the trap of “best practice bias” There are wins to be had beyond broad. Media buyers should not be ignoring audiences as a tool to leverage in Meta. No matter which avenue you dive into, whether you stick to going broad or experiment with audience targeting, if you test audiences against each other (especially in a CBO) you’re only going to get spend when something works. And we’re seeing a lot of success here. So it’s worth testing something outside of the “go-to” strategy.