DASHIN SHOP

DASHIN SHOP wondered if reaching out to people who were actively using Instagram Shopping in South Korea would help it acquire more new customers. So it tested targeting options and ran a split test to see which strategies had the biggest impact on performance.

The team created two Custom Audiences to target the ads. The first consisted of people who had visited its Instagram Shop or Instagram profile in the previous 30 days, or engaged with its most recent campaign of Instagram video ads with product tags, a feature that allows brands to tag products that appear in posts and link to their product catalogs on Instagram. The second Custom Audience consisted of website visitors.

Then, DASHIN SHOP ran an A/B (split) test campaign targeted to two different audiences: a lookalike audience based on the first Custom Audience only, and a lookalike audience based on both the first and second Custom Audiences.

The test showed that the mixed targeting strategy performed best, and that the audience overlap between the two Custom Audiences was less than 1%. As a result, DASHIN SHOP found that using lookalike audience targeting for both website visitors and people engaging helped it find the people who are more likely to make a purchase. The split test provided the following insights about the performance of targeting both lookalike audiences: