Building A Facebook Lookalike Audience



Facebook Custom Audiences are one of my secret weapons when it comes to Facebook Advertising. One specific form of custom audience that focuses on targeting new customers is Facebook Lookalike Audiences Since its introduction in 2013, Lookalike Audiences has proven to be one of the most effective ways to target new customers with relevant content on the social network.

The things people like” and particularly the brands they follow and the publications they read are massive indicators of their demographic bandings, social class, lifestyle etc so stacking these types of interests on top of other types of targeting is massively powerful.

When a product reaches 300 purchases, similarly we then create our Lookalike audience based on the already created Purchase” custom audience. For example, the 10% Lookalike Audience had a significantly lower CTR than other tested audiences. For the best results, split test a regular campaign with your lookalike audience campaign and monitor the results.

We find this audience have a much much higher propensity to like and share content than ‘normal' facebook users and they tend to have bigger and more active networks, so their reactions to your posts are going to spread further organically. A lookalike audience is the term given to a group of users that Facebook has determined look like,” or have some set of characteristics in common with a custom or seed” audience.

Segmenting the custom audience that you will use to create your lookalike audience great strategy. If you've used Facebook Ads before, navigate to the same Audiences page, then click Create Audience > Saved Audience. Let's say your company sells sports shirts online and you create 3 different ad sets with unique” audiences.

If it doesn't, Facebook will not allow you to create a lookalike audience for that country. Rick explains custom and lookalike audience options that help you make the most of your customer list. If it doesn't, Facebook will not let you create Lookalike audience” for that particular country.

From this screen, select "A Custom Audience." Now you'll see a lot of stuff going on with the blue and grey bars. Let's take a closer look at the three best types of custom audiences, which are also called remarketing” audiences. Before we create the lookalike audience we will need to upload this list of previous buyers and create a custom audience.

The powerful lookalike audience is based on people who make a purchase or otherwise take action. You don't have to input interests or demographics—Facebook will find that info for you by mining your current customer list. There are different ways to create a Lookalike Audience in Facebook.

Key Takeaway: It makes sense to create smaller Facebook Lookalike Audiences as they deliver higher campaign ROI (at least in the short term). For example, if you create a 30-day audience, the audience updates constantly to target only people who visited the site in the previous 30 days.

By combining the lookalike audiences into one ad set, Rick is expanding the audience size so that Facebook's algorithm has more data to work with for scaling his ads. While helpful, Facebook Lookalike Audiences are not a magic wand that brings in tons of new customers for everyone.

You upload your current list of customers to Facebook and it generates a lookalike audience of 1% of its users. As you upload your lists, create different custom audiences to designate which are customers (and of what products), as well as which are subscribers.

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