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How to create a Facebook lookalike audience that converts

Lookalike audiences are used in Facebook advertising. They are an audience that you create from a source audience, such as website visitors or a customer list that you have uploaded into the back of your Ads Manager.

Lookalike audiences are used in Facebook advertising. They are an audience that you create from a source audience, such as website visitors or a customer list that you have uploaded into the back of your Ads Manager.

Lookalike audiences are an exceptional way to reach new members that want to know about what you are advertising for, they just haven’t heard of you yet. It’s a great way to build your brand, with new users who are similar to your existing customers.

This type of advertising is more effective, because you take away guesswork. Facebook will find you people who already have similar behaviours to your existing customers. A custom audience is built with your existing prospects, lookalike audiences let you reach new people who haven’t heard of your business but are very similar to your buyer personas and your current customer base. This makes lookalike audiences very effective with your advertising budget. [Source: Livechat]

Here are some areas that you can focus on with lookalike audiences.

You can base your lookalike audience on:

1. Your customer data. You know, that list of customers that you have in excel? Well, it comes in really handy right now. You can upload your customer list into the back of ads manager and create a lookalike audience from that. So, if you think about it – these are your current customers. They already buy from you, and most likely multiple times. Facebook is going to find you more customers that behave just like this audience. You do need to start with a list of about 1000 to get something that is workable with your ads.

2. Your website audience. You know those people who visit your website? Do you want more of them? Good. Because that is exactly what Facebook is going to give you for this audience.

3. Page likes. This is a great way to continue to build your brand online. If someone likes your page, Facebook is going to take that data and show you more people like that.

4. Audience engagement. If you have users that performed a specific action on your Facebook page, maybe you want more of them? Of course you do. They are the people that you want to find, and Facebook is going to help you out with that one.

5. Video views. Let this one sink in a bit. You might not always get clicks with your ads, but you will most likely get video views. And it only has to be a 3 second view to be considered ‘a view’ in your data.

 

Whenever you create an advertising campaign, use your audiences in different ad sets. An example would be: Branding Ad July Website Custom Audience, and then Branding Ad July Website Lookalike Audience.

In my experience, the lookalike audience will do really well. That’s the thing about advertising, and audiences, and creative – it’s all an experiment. And all we can do as marketers and advertisers is to watch that data, make changes and improvements, and then watch it again.

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