Take Advantage of Facebook Lookalike Audience
When it comes to social media advertising, Facebook is vital to connecting with your audience. The ad platform reportedly brings in over 2.6 billion monthly active users, despite talk that its reach potential is slowly waning. As a matter of fact, according to stats from Pew Research Center, nearly 70% of Facebook users in the U.S. log into Facebook each day. That’s no small number — and if you are a business owner, that means you could have untapped potential to reach your customers and scale online.
Crafting the “perfect” Facebook ad takes a lot of effort. If you want to truly maximize your campaign’s potential, implementing Facebook lookalike audiences is almost a no-brainer. This feature will help you reach customers that have a higher tendency to generate sales for your business.
What is a Lookalike Audience?
Facebook lookalike is a powerful feature that draws learnings about your most engaged and valued customers to find new people who will likely take similar actions. You essentially tell the ad platform what you like in a customer and it will try to match prospects that meet that criteria. An easy way to think about this is to view lookalike as a “matchmaker” for your business.
Why Use a Lookalike Audience?
Integrating a lookalike audience into your Facebook campaign will ensure that your ads will reach people who are most similar to your current customers. This will increase your chance of getting qualified leads and ultimately bring more value to your ad spend.
When creating a Facebook lookalike audience, you can choose a range between 1%-10% of the total population of your chosen target region. The lower the percentage, the closer the match will be to your source. The United States alone is estimated to have around 2 million people per one percent.
With Adriel, you can create a lookalike audience simply by turning on the advanced targeting section when setting up your campaign. You can control the size of the potential reach with a slider that appears at the bottom. The possible customers that Facebook will reach will be determined by the source audience you choose. The most common action that people choose is showing ads to people who’ve visited your Facebook page. Other actions available are “everyone who engaged with your page,” and “people who clicked on any call-to-action button.”
Lookalike audiences are a great way to reach new people for your business. Additionally, they tend to be cheaper than general audiences based solely on interests or behaviors.
Setting Up Your Source Audience
Lookalike audiences are created based on source audiences. You can create them based on several data points:
- Customer List: This is a list of customers that you already have on file, either from event sign-ups or through email newsletters. To successfully upload the list, you must have your customers’ email addresses and/or phone numbers.
- Website Visitors: You can create a lookalike audience based on people who’ve visited your website. However, to successfully implement this, you need to have Facebook Pixel installed. If you want a small refresher on Facebook Pixel, check out our previous post called Beginner’s Guide to Facebook Pixel.
- Engagement: This audience group is made up of customers who’ve completed a certain action like clicks, sign-ups, etc. on your website.
- App Activity: You can view app data event tracking once a customer installs your app. This can only be done if you have a Facebook SDK setup. There are currently 14 pre-defined events that can be tracked.
One way to stay ahead of your competitors is to regularly upload new customer lists and create new lookalike audiences at least once a month or once a quarter. This will ensure that Facebook’s algorithm will continue to build up new ways to reach your potential customers. If the same list is used for a long period, then your ads will eventually lose effectiveness.
Creating custom audiences based on users who’ve clicked any call-to-action button on your website is another way to better reach your lookalike customers. Having this audience group will ensure your ads are clicked with relatively high intent, or at the very least, a high interest. To do this, you will need to go to the “Audience” tab inside your campaign and click on “Advanced Settings” under the “Remarketing & Lookalike” section.
Implementing lookalike audiences is crucial for reaching your target customers. When used properly and often, you can connect with new users who will resemble your highest value customers. This will ensure that you generate quality leads that are calculated and measured, rather than through guesswork.