Lookalike Audience is audience targeting based on custom audiences. Examples of specific audiences include people on your email list, website visitors, and Facebook users who are involved with your video or Facebook page. When creating a Lookalike Audience, Facebook found users who had similar attributes to people who belong to that basic custom audience.
For example, suppose you have an email list custom audience. To create that audience, you upload a list of 10,000 people and Facebook has matched that email with 6,000 Facebook users. For a similar audience based on a custom audience, Facebook will look for Facebook users with similar attributes to the people on your email list.
Facebook knows a lot about its users. Even though the data is anonymized, Facebook makes it available to advertisers to help them reach their ideal target audience.
Why Should You Use Lookalike Audience?
Similar audiences provide a way to reach cool audiences beyond interest or behavioral targeting. For example, suppose you display targeted ads to increase traffic, such as people on your email list, website visitors, or Facebook fans. Lookalike audience provides a way to reach a larger audience.
Depending on how closely you want to match your base audience, you can set up a lookalike audience that ranges from 1% to 10%, where 1% includes only those who best match the base audience.
You can control the size with the sliders that appear as you create your audience. In Facebook Ads Manager, open the Audiences tool and click the Create Audience button. Select the option to create a Lookalike Audience, then a box appears where you can select the source, location, and then the size of the audience.
The source is the specific audience you want to base a similar audience on. Location is the country or region where you want to base your lookalike audience. Audience size has sliders that let you select 1%, 2%, 3%, and so on. You can also see advanced options for creating multiple versions of that similar audience size.
Even though look-alike audiences are cold audiences, it’s not all that cool (compared to interest or behavioral targeting) because Facebook uses an algorithm to match the attributes of a warm audience to create new, look-alike audiences. To reach new people who aren’t yet in the warm audience on Facebook, you’ll want to use and test similar audiences.
Audiens yang mirip (Lookalike Audience) tidak hanya cara yang bagus untuk menjangkau orang baru, tetapi juga cenderung lebih murah daripada audiens berdasarkan penargetan minat atau perilaku. Namun, untuk mengonfirmasi bahwa biaya untuk lookalikes akan lebih rendah untuk kamu, Kamu harus menguji dan membandingkan audiens yang berbeda.
The most powerful reason to target similar audiences is to find people who are similar to existing buyers. If you have a subscriber list, you can upload that list to Facebook and create a dedicated audience of buyers. From there, you can create a look-alike audience based on buyers, targeting people with similar attributes to those who made the purchase.
I recommend creating a group of similar audiences. For example, if YOUR email system does tagging, I want to know if YOU should create a look-alike audience based on email subscribers who frequent the website versus those who don’t.
I suggest that you separate out similar audiences this way. Ideally, he adds, you want to think about a similar audience strategically. If you’re not sure what that strategy is, go ahead and create an audience so you at least have them. Later, when you understand your strategy a little better, you will have an audience so you can start using it to target your ads.
Location and Size Options for Similar Audiences
Ok, let’s start with how to use a lookalike audience and how to use custom confidence. In this section we have to choose location and size options for similar audiences. For location, I recommend choosing the option at the country level. Recommendations may change over the past year.
Previously, he would not exceed 1% in order to keep the look-alike audience as specific as possible. However, now the algorithm seems to work better with a larger audience size. A larger size gives the algorithm more data to find the people most likely to watch the video, convert, or participate.
Therefore, I recommend testing a larger similar audience size, which is 2%, to maybe 5%. Depending on the type of business you have and who your customers are, you might test audience size by a larger percentage. You can even split the test 1% versus 5% of the audience.
The results depend on your business. After you’ve tested a few different sizes, you may find that you get the best results with 1% of your audience. Likewise, increasing the audience size to 4% or 5% may not make sense for many businesses because their customers are not that wide. What’s important is testing different sizes to find out what fits.
For some perspectives, the size of an audience with the 1% similar audience size option based on an email custom audience with 10,000 addresses is about 2 million people. When you go up one percent, the number of viewers roughly doubles to around 4 million.
Creative Ideas for a Lookalike Audience Source
Furthermore, the way to use the Lookalike audience on Facebook is to create creative ideas. For a similar audience source, namely custom audiences, you can think creatively about reaching different audience segments based on the actions they take in your business.
As previously mentioned, you can segment your email lists to target customers based on the specific products or services they have purchased. If you are hosting an event, think about how you can benefit from that audience. You also have people visiting your website.
Customer List: For subscriber lists, although most people instruct Facebook to match users based on email addresses, you can enter 15 different matching points such as birthdays or phone numbers.
Also, if you happen to know the lifetime customer value, when you upload the list, you can include that number. Then Facebook lets you create a look-alike audience based on people who have high lifetime customer value. This option is especially useful because you are asking Facebook to find people like customers who have true monetary value for your business.
Dengan daftar pelanggan, satu hal yang tidak dapat kamu lakukan adalah menargetkan orang-orang yang telah berhenti berlangganan. Pertama kali membuat audiens khusus, Kamu harus menyetujui syarat dan ketentuan. Jika seseorang menyisih dan mengatakan bahwa mereka tidak ingin dihubungi oleh kamu, Kamu harus menghapusnya dan tidak menargetkannya.
You can also use the list of people who have unsubscribed to create a segment of the people you want to exclude from your targeted ad. You can export the list from your CRM. By excluding these people, you can avoid negative feedback (although Facebook removes ad feedback for the sake of the relevance score).
Website Visitors: For website visitors, the obvious idea is to create a specific audience of whoever visits your website. You can limit that audience to people who visited between 1 and 180 days ago. The number of days you specify keeps your audience changing.
For example, if you create your audience for 30 days, your audience is updated continuously to target only the people who visited your site in the previous 30 days. Even though you’ve been setting up this audience for a while, it’s updated daily so it only includes people from the past 30 days.
You can create a custom audience of people who visit certain web pages. For example, you can set up an audience of people visiting the information page for your event. You can create another audience of people who visited the event page but didn’t buy tickets.
By creating a custom audience, you can build an audience of people who visit, and similar audiences can find other people on Facebook who are now not part of your audience, but hopefully have the same interests as those who visited your website.
Of course, you want a lookalike audience based on people who visited your website and took the desired action. For example, a custom audience of people who visited a sales page but didn’t buy might be useful for other types of advertising, but not for ads targeted to a lookalike audience. A strong look-alike audience is based on people making a purchase or taking action.
Another option for website visitors is a specific audience of people based on how long they spend on your website. This option is called Visitors by Time Spent. For a similar audience, you can choose the top 5%, top 10%, and top 25%, where the top 5% are the people who spend the most time on your website.