ABOUT THE AUTHOR

Zaryn Sidhu
Digital Marketing Strategist

Zaryn is an international Digital Marketing Strategist and

the founder of M&H Digital, an E-Learning company that
educates entrepreneurs and the marketers of the future.

Certied Facebook Buyer

+$30M Invested since 2009
 THE CHEAT SHEET

HYPER-SEGMENTATION
For the highest-converting leads, hyper-segment
your CRM list before modeling a lookalike audience.
Review your CRM dimensions and test against high
LTV & AOV customers vs. using general lists.

TIERED BIDS APPROACH

Use a tiered bid approach to scale Lookalikes,
bidding more aggressively for 1-3% and reducing
bids as you scale. Your 1% lookalikes should receive
the highest, or your Max CPL, and each percentage
increment should be reduced by at least 15%.
 THE CHEAT SHEET

LAUNCH TIMES

The performance of your Facebook campaign in

the first few hours will impact your overall ad-set
shelf life. Launch your new campaigns early in the
morning (~7:30am) at the start of the week, and
benefit from a strong active user base.

THE GOLDEN WINDOW

You will have about 24 hours to rotate in new

creative, when using a 1-day conversion window if
your delivery/impressions starts to drop. As the
algorithm mimics the delivery of the previous day,
to inform future ad delivery.
 THE CHEAT SHEET

CONVERSION WINDOW
Optimize the delivery of you Facebook conversion ads
using the conversion window (1-day vs. 7-day), based
on two key factors:

1. Learning Phase: If you can reach approximately 50

conversions in 1-day, per ad-set, then leverage 1-day,
if you can't then switch to 7-day click/1-day view.

2. The Buyer's Journey: If your buyer tends to convert

the same day they see an ad, then use 1-day click/7-
day view.

If it's a longer buyer's journey (e.g. expensive software

or travel plans = multiple decision makers), then use a
7-day click/1-day view window.
CASE STUDY

DRIVING 18% HIGHER LEAD CVR

How hyper-segmentation of a CRM seed list drove
18% higher lead-to-sale conversion rates.
THE SITUATION

I was running Facebook & Instagram ads for an e-comm

business that was selling educational online courses, in
14 markets in Latin America.

Typically, our evergreen & promotional campaigns would

scale lookalikes audiences between 1% to 10%,
depending on the market.

However, the challenge was the ads would suffer lower

CVR when we would scale into broader lookalikes (i.e.
5-10%), and the client wanted to see an overall
improvement.
THE AUDIENCE
Markets: Latin America (I.e. Colombia, Mexico)    
Audience: Men & Women 25-54

THE INSIGHT
In Latin America, if you have a credit card then you are
in a higher socio-economic level, than those who only
have debit cards. As the barrier to access financing is
greater then developed markets like the U.S.
THE STRATEGY
Credit Card vs. Debit Card

Using Hyper-segmentation of a CRM lisit, I pulled a seed

list of users who purchased the companie's product
with a debit card, and a separate list for those who paid
with a credit card

I built Lookalikes 1% - 3% in our top markets (for each

CRM seed list source)

I ran a split-cell test Facebook & Instagram campaign

for 7 days with aproxx. $100K 
THE LEARNINGS
Initial Insight
Once I built the audiences, I used Facebook's overlap
tool and saw a small audience overlap between the two
segments. This told me that these audiences were quite
different, validating the initial insight.
THE RESULTS
18% High-converting Leads
Lookalike audiences modeled from the credit card
purchasers CRM segment saw an 18% lift in lead-to-
sale conversion rate!

The 3X RULE
We tested this audience strategy on two additional
campaigns, to ensure that our learnings were true, and
saw consistent lift results both times.

NOTABLE MENTION
A notable callout, is that debit card purchasers saw a
lower cost-per-lead, but when sales team reached out
to those prospects they had a harder time converting
them, driving up our overall cost-of-acquisition. 
DESIGNING A BEST-IN-CLASS
LOOKALIKE MODELING APPROACH

Lookalike audiences have been the

bread and butter for many marketers, to
scale their leads & sales, with Facebook
ads.

The power of lookalike audiences lays in that Facebook

can find similar users to your audience source list.

Which has 2 main benefits:

Time-saving: Scale leads quicker
Cost-saving: Improved Results
 THE ISSUE & OPP

“Most marketers are not tapping into is the strategy of

hyper-segmenting the initial audience source.

They are just building lookalikes from general audience

sources, like a CRM list of purchasers.

The true IMPACT lives beyond general audience data

and in the granularity of the dimensions used to
segment the CRM list.”
TOM'S CAR DEALERSHIP
EXAMPLE

Tom’s used car dealership in Florida just received a new

shipment of used BMWs and he wants to advertise to
users on Facebook, to attract new customers to
purchase. 

Tom’s marketing team has a CRM list of previous

purchasers and plan to use it to build a lookalike
audience.
 ALL BUYERS VS. BMW BUYERS

On the left, Tom’s team has a customer list of all

previous purchasers.  

However, on the right, they have a CRM list of all the

customers who purchased BMW vehicles in the last
year.

Quick Q&A:
Which CRM audience segment is a better seed list
to build a lookalike audience from?

The BMW purchasers are the ideal seed

list. The reason is because Facebook will
be more likely to find distinguishable
characteristics for that group, vs. a
general purchasers CRM list.
SUMMARY
Hyper-Segmentation Drives CVR
Lookalike audiences can be the biggest drivers of
audience targeting value for your Facebook & Instagram
campaigns, across your entire funnel.

With hyper-segmentation of your initial audience CRM

list, or other source, you will be able to improve your
audience quality, and ultimately drive an overall stronger
ROAS for your ads.
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