What's A Facebook Lookalike Audience And Why Is It Important?



Today we're going to be looking at Facebook Lookalike Audiences. In the past, advertisers could use a feature called partner categories to supplement the targeting they do on Facebook with data from brokers, such as recent purchases or household income - data that Facebook doesn't easily have access to on its own.

Because while a custom audience is built with your existing prospects, lookalike audiences let you explore and reach entirely new people who haven't heard of your business ever before, but at the same time, they are very similar to your buyer personas and your current customer base.

Once Facebook a good understanding of who the people in your custom audience are, Facebook will create a new audience (with new people) that are closely related to your custom audience. You can create a lookalike audience based on users who subscribe to your email list, or those who have already taken a valuable action for your organization, like an app install or a petition signature.

If you upload your list of customers, you can ask Facebook to find more people that are similar to them. That's something to remember while creating ads with the use of custom or lookalike audiences. Depending on how broad or niche you go with the interests you select here you can create large audiences for mass market campaigns or tinnie tiny ones to deliver really highly tailored messages to people inside your lookalike audiences.

As you can imagine, Facebook lookalike audiences are a powerful tool when utilised to drive additional revenue; especially during key trading periods such as Christmas (and beyond). And if that wasn't enough, recent Bain & Company research shows that repeat customers are cheaper to acquire and are likely to spend more on their second, third and ongoing visits.

When set at 1%, your audience will contain people who are most like your customers and therefore, the people most likely to buy your product. Custom audiences and lookalike audiences are one of those benefits you gain with the network and one you gain from working with us.

Let's start with an example, where we exclude the next-highest percentage audience from our targeted lookalike audience. So even if you've already got all the data you need to reach big audiences you really shouldn't overlook interests. After you've created a few valuable Custom Audiences, you can start using the Lookalike Audience option to target users that are similar to the target you've defined in your Custom Audience.

I'll dive into why it's awesome, how it works, and how you'll need to change your ads based on your new targeted audience. Both Netflix and Yousician would perform well when serving ads to users in the quality zones of the lookalike audience. After creating your Custom Audience, now use Facebook's Lookalike Audience to target people who are like Subscriber Sally, while skipping over those who aren't.

For each list you import, a new custom audience will be created. As Claire Pells points out in her article, 5 Reasons to Promote Your Blog Posts With Facebook Ads , you can help a piece of content gain significant traction by remarketing to customers on your email list who didn't read your post.

You'll start by uploading a source audience in Facebook Ads Manager (more on this shortly), which will then trigger Facebook to launch an algorithm that scans the group. This is possible by including the lookalike audience in the custom audience section and ‘baseball' in the ‘detailed targeting' section.

Press Add customers from your own file or copy and paste data, and now we finally can upload our People Tab CSV file. Facebook's Lookalike Audiences are simply groups of users who share characteristics with your own customer lists. Audience excavation is tempered by the re-filling of the audience with A) newly relevant users (vis-à-vis updated lookalike connections) and B) new Facebook users (i.e. net-new or re-activated Facebook users).

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