Household – Say Bye Bugs

Grow Bigger. Grow Better.
Say Bye Bugs Company needed help finding their niche target audience: people who wanted to get rid of bed bugs. With this problem, Say Bye Bugs came to Voy Media to first quickly find their targeted audience but also profit from their returns on ad spend. More specifically, they wanted to scale their advertising spend above $30k a month.

Client’s Goal
To scale return on investment above $30,000/month advertising budget.

Lookalike Audiences
After finding a winning ad set, you’ll want to scale it up. But at some point, audiences get saturated and tired of seeing the same ad over and over again. This was the scenario with our client, Say Bye Bugs. We needed to quickly find targeted audiences of people facing the bed bugs. This is where lookalikes came to the rescue.

Lookalike audiences are a powerful audience-building tool that Facebook offers. Facebook’s algorithm does all the heavy lifting and finds an audience that are likely to buy your product or service.

Our Strategy
In the case of this Say Bye Bugs (they make bed bug spray), we used lookalikes to scale their budget from $30,000 a month in advertising spend to over $120,000 a month, without sacrificing their return on ad spend.

Lookalikes can be created from your previous purchase data, your email list, people that have interacted with your site, etc. Lookalikes are a great base audience to work with. But what really makes a lookalike powerful is when you combine that lookalike with other interests and behaviors, a technique called intersecting.

Our Results
Voy Media scaled Say Bye Bugs’s advertising spend by 4X while also decreasing the CPA more than half to $24.45.

With this client, we intersected our lookalike audience or purchasers AND people searching for pest extermination services. But what really helped us hone in on these people who were terrified of sleeping in their own homes was intersecting a third audience. Lookalike + pest extermination services + bed bug exterminating products = extremely niche and targeted audiences.

Using this technique, we were able to create dozens of large audiences that were highly targeted. This allowed us to scale our advertising budget, without fatiguing our audience AND without seeing a huge hit to our return on ad spend. Our team sees huge potential in targeting lookalike audiences through the intersecting strategy.