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Custom Audiences + Lookalike Audiences: A Social Media Advertiser’s One-Two Punch

Custom Audiences + Lookalike Audiences: A Social Media Advertiser’s One-Two Punch

Over the past few years, direct response has overtaken branding to become the dominant objective of online advertisers — and the percentage continues to climb. What does this mean for social media marketers in 2015? Now more than ever, the ability to drive user acquisition and boost customer retention is key to business growth — and being able to point to data-supported results is crucial; not just for marketers themselves, but for the social media networks that host ads. Major players like Facebook and Twitter have been paying close attention to what brands need and ask for, adapting features and ad units to fit marketing demand. 

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