What Is Facebook Lookalike Audience?

Facebook is a common go-to advertising platform, offering various audience options for advertisers including today’s topic: the Facebook Lookalike Audience.

Having surpassed the 2.6-billion daily active users mark, Facebook will remain a top contender when it comes to advertising dollars.

What is Facebook Lookalike Audience?

Facebook’s Lookalike Audience is one of several audience types Facebook allows advertisers to target when creating ads on its platform.

Like its name suggests, a lookalike audience is similar to your current audience.

Basically, you are telling Facebook “This is my audience now show me who is similar to them so I can target them with my ads.”

Here’s what Facebook says about its lookalike audience option: “[It’s] a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.”

Facebook notes that when it’s time to “grow your business,” that’s when you use your custom audience to create a Lookalike Audience.

Lookalike Audiences are lists of people to target with advertising who are similar to (or ‘look like’) the people currently engaging with your business,” Facebook explains.

HubSpot describes Facebook Lookalike Audience as a “sophisticated audience matchmaker for marketers.”

Cool, right?

Benefits of Lookalike Audience

This Facebook audience type allows advertisers to reach and target the best customers for a brand. It is like levelling up from Facebook Custom Audiences, which you use as the basis for your lookalike audience.

Lookalike audiences “increase the probability of generating high-quality leads and offer more value on ad spend,” explains HubSpot.

How to Create a Facebook Lookalike Audience

Like the Custom Audiences, you can get your targeting data from several resources. These can include:

Customer information: You can generate this from a landing page, newsletter list, website traffic, or a survey filled by customers.

Visitors: People visiting your website are a great resource and offer tons of data that can be used to re-target them across Facebook. You will need to have a Facebook Pixel to compile this data.

Mobile app activity: With a mobile app for your business or e-commerce store, you can integrate it with active Facebook SDK event tracking. This collects data from people who have installed and used your app.

Engagement audience: This is an audience who has engaged with your brand or posts across Facebook or Instagram. Engagement, according to Facebook, entails actions such as likes, reactions, comments, or shares. It also includes filling forms, video views, and actions on your Facebook page or Instagram business account.

Offline events: If you have an offline or brick-and-mortar store, you can create a list of those who have visited your store. The information collected can include interactions such as in-store visits or calls.

Last quick tip

When you’re using Facebook Lookalike Audiences, include people who are more likely to buy from you or those who have already purchased your service or product.

“Many successful marketing campaigns are built on email lists containing individuals who have taken key actions already, such as adding an item to their cart or purchasing an item,” says Adage.com.

This helps narrow down audiences and gets your brand closer to people with a bigger chance of buying from you.

Last but not least, creating Facebook Lookalike Audiences is an omnichannel marketing tool. It’s also based on having a customer segmentation strategy.

Get started creating different Facebook audiences with Convertedin.

Facebook Custom Audiences: A Short and Easy Guide

It’s common knowledge that Facebook ads are one of the most widely-used social media ads in the world. Businesses swear by them, especially when they get their Facebook Custom Audiences done right early on.

This shouldn’t come as a surprise, considering that the social media platform 2.6 billion active monthly users by the end of the first quarter of 2020, making it largest social network globally, according to Statista.

Facebook Advertising

Facebook offers businesses and individuals alike a wide array of advertising options. Whether you’re targeting clicks, traffic, awareness, subscribers, or selling as an e-commerce store, there’s something that Facebook can help you with.

One of the top benefits to using Facebook advertising is its wide-ranging targeting options, which offer filters that help brands, companies, and e-commerce stores to reach relevant audiences with their products and messages.

Facebook ads allow advertisers to reach those customers who are more likely to respond to your ad. For example, if you want to get clicks to a blog post on your website, Facebook allows you to target people are more likely to click on links instead of those who don’t click.

But to advertise correctly, you need to be aware of the different audiences Facebook works with. This is exactly what we will be covering in this series of articles.

Types of audiences on Facebook

Facebook Custom Audiences

Facebook describes its custom audiences as “an ad targeting option that lets you find your existing audiences among people who are on Facebook.”

How? You upload resources like customer lists, website traffic, app traffic, or engagement on the social platform to create those audiences.

A Facebook Custom Audiences is an audience you’re already aware of and who are familiar with your business.

This custom audience is created from information you, as a business, have collected, which may include: e-mail addresses, phone numbers, addresses…etc.

Benefits of Facebook Custom Audiences

“Custom Audiences are one of the most highly-targeted forms of marketing, making them increasingly popular with ecommerce stores who want to keep their brand top-of-mind with interested consumers,” explains BigCommerce.com.

It adds that Facebook’s Custom Audiences allow stores to target “contextual advertisements directly at consumers” who recently visited those brands’ websites. This attracts people better as the products are “still fresh in their minds.”

When was the last time you visited an e-commerce store’s website only to find the products you’d been considering – or even added to your cart – showing up again on Facebook? That’s part of Facebook Custom Audiences and re-targeting.

Facebook Custom Audience Options

The social network allows you to create several types of Custom Audiences. These are:

  • Website Custom Audiences (based on traffic and data from your website)
  • Mobile app Custom Audiences (based on traffic, data, and actions from your mobile app)
  • Custom Audiences using a customer list
  • Engagement Custom Audiences

According to Facebook, each ad account can create up to 500 Custom Audiences.

Ideas for using Facebook Custom Audiences

Sometimes customers may go through an e-commerce store only to leave or forget about their shopping carts. But with Facebook Custom Audiences, you can target those audiences once more, reminding them of their searches but in a different environment.

This allows you to test different ad messages and see which converts better.

Sometimes users truly do forget what that they had a shopping cart somewhere. By creating a kind-of-reminder with a limited-time offer, you’ll be able to attract them to your store once more and to completing their purchase.

But that shouldn’t be your end target. It’s important to analyze the ads you create and see which gets the best response on Facebook.  

In addition, using Facebook Custom Audiences, brands can even do micro-targeting. This allows them to target users who visited specific pages on their website.

Last tip!

The secret to creating any good audience is to have a customer segmentation strategy that helps you understand your customers and their behaviors.

Did you know that Converted.in is a marketing automation tool that helps you create Facebook Custom Audiences on autopilot? Try it now.