One of the most efficient types of targeting in Facebook (second to retargeting, of course) is lookalike audience targeting. Lookalike targeting is basically a targeting type that allows you to use first party data (e.g. customer lists, remarketing lists, etc.) as a seed audience to find new users with very similar characteristics, behaviors, and traits.
Most direct response marketers either need to meet a given efficiency goal (CPA, ROAS, etc.) or get the most of the budget available — or both combined. The budget and efficiency goals typically vary over time for lots of different reasons, such as seasonal trends and promotion periods, and…
Companies today have a virtual smörgåsbord of options when it comes to marketing their products and services online. Lack of expertise, numerous tactical options, pressure for sales in a down economy and the tendency to chase shiny objects cause many online marketing efforts to be fragmented