How often should we update our lookalike audiences?

Updating your lookalike audiences on Facebook should be done strategically to ensure they remain relevant and effective for your ad campaigns. Here are some guidelines on how often you should consider updating your lookalike audiences:

### 1. **Frequency of Updates**

- **Regular Review**: It's recommended to review and update your lookalike audiences periodically, especially if there are significant changes in your customer base, market conditions, or business objectives.

- **Every 1-3 Months**: Consider updating your lookalike audiences every 1 to 3 months, depending on how quickly your customer data or business landscape changes.

- **Campaign Performance**: If you notice a decline in campaign performance or if your target audience shifts, it may be time to update your lookalike audience.

### 2. **Triggers for Updates**

- **Changes in Customer Base**: Update your lookalike audience when there are changes in your customer demographics, behaviors, or purchasing patterns.

- **Seasonal Variations**: Adjust your lookalike audiences seasonally or based on trends that affect consumer behavior in your industry.

- **New Data Insights**: Incorporate new data insights or customer feedback that provide a better understanding of your audience's preferences and interests.

### 3. **Testing and Optimization**

- **A/B Testing**: Use A/B testing to compare the performance of new lookalike audiences against existing ones. This can help you identify when updates are necessary to improve campaign outcomes.

- **Performance Metrics**: Monitor key performance indicators (KPIs) such as click-through rates, conversion rates, and return on ad spend (ROAS). If these metrics decline, it may indicate the need for audience updates.

### 4. **Business Expansion or Changes**

- **New Products or Services**: Introduce new products or services that appeal to a different audience segment? Update your lookalike audiences accordingly to reflect these changes.

- **Geographic Expansion**: If you're expanding into new geographic regions, create new lookalike audiences specific to those regions to ensure relevance.

### 5. **Platform Updates**

- **Stay Informed**: Keep informed about any updates or changes to Facebook's algorithms or ad targeting capabilities that could affect the performance or relevance of your lookalike audiences.

### 6. **Maintaining Relevance**

- **Audience Feedback**: Listen to audience feedback and adjust your lookalike audiences to better align with their evolving preferences and needs.

By updating your lookalike audiences regularly and in response to changes in your business and audience dynamics, you can ensure that your ad campaigns remain targeted, efficient, and effective on Facebook. Regular monitoring and optimization are key to maximizing the performance of your advertising efforts.