1.14.2018

How To Use Facebook Lookalike Audiences

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Facebook Lookalike Audiences Target New Customers Who Are Similar To Your Current Customers 


How To Use Facebook Lookalike Audiences

This post is about how to use Facebook Lookalike Audiences to target new customers who are similar to your current customers so that you increase your customer reach and sales...

Firstly lets remind ourselves about Custom Audiences...

Facebook Custom Audiences


Facebook Custom Audiences allow you to  upload your customer lists (email addresses, phone numbers or Facebook UIDs) so that you can target these customers with Facebook ads.

This is very useful of course as it allows you to target existing customers who have already purchased or you can use it to target a new list of email contacts etc...

Facebook Lookalike Audiences


Facebook Lookalike Audiences allow you to target "New" target audiences who are similar to your current customers for fan acquisition, site registration, off-Facebook purchases, coupon claims and brand awareness...

Here then Facebook analyzes your Custom Audience list and creates a new segment that is optimized based on either similarity or reach...

The issue of course with Custom Audiences that allow for the targeting of existing customers is that advertisement blindness can occur were the FB Ads are so familiar that they are effectively not seen anymore...

Also the targeting of any segment can get saturated were quite simply the audience has been exhausted (the law of diminishing  returns)...

So the targeting of new "Lookalike Audiences" allows you to effectively expand your customer list with a "Similar" audience...

This is excellent news with wide ranging benefits...

How To Create Lookalike Audience


So how do you create a Lookalike Audience...

Simply go to the Facebook audiences menu and select the Custom Audience that will form the basis of your Lookalike Audience...

Then click “Create Similar Audience"...

Note: You can only target one country at a time...

So if you wish to target audiences in multiple countries then you will need to create multiple Lookalike Audiences for multiple countries...

You can optimize your Lookalike Audience for similarity or greater reach...

Similarity Here Facebook will find the people who are most similar to your existing Custom Audience...

Reach Here Facebook will find more people who are similar to your existing Custom Audience but the match will be less precise...

Facebook says that targeting for greater reach includes the top 5% of users while optimizing for similarity includes only the top 1%...

When you optimize for greater reach, that segment will include the list optimized for similarity...

We can only assume that optimizing for similarity will be more effective, but more expensive...

So we suggest that you "Split Test" to find which works best for you...

Hope this helps...

Lets talk soon...

 

Gary

Gary Williams

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