Epitaph boosts registrations with Skai’s Conversion Lookalike Audiences tool for Facebook
Performance data
more registrations
For ad sets using Skai’s Conversion Lookalike Audiences, Epitaph drove 68% more registrations for its client’s campaign when compared to the Facebook lookalike audience within the campaign.
Challenge
Epitaph, a media planning and buying agency, was tasked with promoting its charitable research client’s annual fundraising race. Before working with Skai, Epitaph utilized small cancer-focused and philanthropy-focused native audiences, CRM lists, lookalike audiences, and website visitor lists to drive registrations. Epitaph saw many of its top audiences from 2021 and earlier deprecated due to Facebook targeting updates. Epitaph was looking for a strategic targeting solution to grow its reach against these niche audiences without sacrificing efficiency.
Solution
To try to broaden its reach, the Epitaph team tapped into Skai’s Conversion Lookalike Audiences, a unique API-only solution. Skai’s Conversion Lookalike Audiences are created using the Analysis Grid, an actionable pivot table, where the user cherry-picks the specific top-performing ad(s) or ad set(s). The conversion lookalike audience that is generated specifically uses the selected ad set performance data to build lookalike audiences based on true conversions, rather than the standard way of building the lookalike off a custom audience.
Conversion Lookalike Audiences unlocked the ability to target users who may not have been previously reached through native targeting, CRM lists, or lookalike audiences. By creating Conversion Lookalike Audiences based on its previously top-performing ad sets, Epitaph was able to broaden its reach while still targeting relevant users.
Results
For ad sets using Skai’s Conversion Lookalike Audiences, Epitaph drove 68% more registrations for its client’s race campaign when compared to the Facebook lookalike audience within the campaign.
“Skai’s Conversion Lookalike Audiences unlocked new reach in an innovative way that we could not have done with Facebook alone. Creating a Skai conversion lookalike off of 2021 top converting audiences allowed us to replace targeting that was previously available on the platform to continue to drive conversions for this event, and this audience was the top performer in 2022.”
Meghan Lingard
Digital Performance Specialist, Epitaph
About Epitaph
Epitaph Group is a media planning and buying agency focused on ‘making good growth, every day.’ The agency prides itself on providing the most efficient media campaigns with a human touch.
Learn more at epitaphgroup.com.
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