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As you may know, I've been testing the new ABC LAL audience in collaboration with Facebook. This uses the Facebook API to create a LAL using a campaign or ad set as the seed, as opposed to another audience. This gives us more signals to use. Phase one results below:
1/9
1/9
First and foremost, I am very surprised by how strong this performed, despite being told that others were seeing great results so far (I'm always cautiously optimistic when being a first-mover on a new FB product).
2/9
2/9
I am also very impressed with the consistency coming out of it. Day by day there were no real massive jumps in performance, which is a breath of fresh air.
More info on my build-out below for anyone interested:
3/9
More info on my build-out below for anyone interested:
3/9
I tested this on two accounts for two different brands Brand 2's AOV is ~ double that of Brand 1's I used the exact same campaign structure build out on each account I separated story and feed placements into their own ad set, and summed performance above4/9
I used a strong performing prospecting ad set as the seed. I figured using prospecting over retargeting would perform better for the first test as it has more source data to use, though I've since been told that ABC's aren't affected dramatically by seed size5/9
The ABC LAL is a 10% LAL as to create the largest audience possible I am excluding 30 day View Content as to keep it relatively cold, and not overlap with other campaigns on the accounts Running generic branded content within Running a Bid Cap modifier6/9
While I've not included the source ad set performance in the data above, I can share that the ABC LAL ad set performed 2x as strong as the source ad set. This was a huge win for adding scale to the account.
7/9
7/9
Additionally, this is great horizontal scale because ABC LALs do not cannibalize their source audiences, and on average only see <10% overlap with other ABC audiences.
8/9
8/9
That said, based on what I've discovered above, the next phase of this test is to add a new ABC LAL ad set using a lower-funnel campaign as a seed considering that source size doesn't matter much. Phase two will be an ATC campaign ABC LAL. More info to come as always! 
9/9
9/9
