Our team tested a new audience structure across Facebook & Instagram ad targeting and found that multiple audiences that performed well in separate ad sets performed even better when combined, including repeat purchasers, recent purchasers, and high AOV shoppers. This strategy leveraged Facebook's audience algorithm effectively to find more relevant, high-value shoppers, and improve campaign efficiency.
We determined that these combined audiences gave Facebook a better picture of who each person was whom we are targeting with our campaigns. For example, meringue all past customers with repeat purchasers and high-value customers has resulted in a 4.0 lifetime ROAS for prospecting. Those audiences had individually averaged at a 3.6 ROAS, and now CPMs dropped, too, boosting performance across the board.