Always Keep Your Facebook Custom Audiences Updated
Lookalike audiences are the Facebook feature when it comes to audience targeting. In this article, we discussed about how the 1% to 10% match leads to cold audience with top of the funnel marketing opportunity, however, if you carefully build your LTV column and tell Facebook about what which customers are higher LTV to you and which ones aren't, that data can create lower funnel audience for you.
Facebook Lookalike Audiences are based on any one of your custom audiences. This will allow you to quickly see which audiences have come from Sailthru and create lookalikes. You want to emulate only your very best customers—the ones who have the highest lifetime value to your brand and will continually come back to purchase your products.
Facebook custom audiences serve to target your prospects more accurately. However; remember that your source audience should not be less than 100 people in the country you are choosing. Upload a churned or current customer list so Facebook can find a profile that matches your current customer base - loyal or not.
The percentage chosen indicates the portion of Facebook users who are most similar to your seed audience, expressed as a percentage of total Facebook population (by country). Essentially, Lookalike Audience is a customer acquisition tool that enables marketers to target highly relevant leads.
That way the lookalike audience will contain people that are similar to (or look likeâ€) the people who have already bought it. Once you have your remarketing lists honed in, they are a solid gold source for Lookalike Audience building. As long as that person is a user on Facebook, they get added to your website Custom Audience.
While this post focuses on the mechanics of lookalike audiences, the concept can be applied to any audience, with minor nuances in the mechanics. Tick the ‘Target similar people' box within your ads manager. They can also help you discover new audiences when you are beginning a new initiative, stepping into an account management role with a new client, or opening up a Facebook ad account for the very first time.
When building lookalike audiences, it is important to segment your seed lists as much as possible. The audience size has the slider that lets you choose 1%, 2%, 3%, and so on. You also see an advanced option to create multiple versions of that lookalike audience size.
We're only going to use the segment of our email list that has bought this particular execution guide as a source audience. Becoming overwhelmed can be extremely easy with all of the different types of audiences, ads, experiments, etc. To do this, first create a custom audience.
There you have it — that's pretty much everything you need to know to start creating lookalike audiences on Facebook. A lookalike audience allows advertisers to reach a larger audience that have similar traits as their current customer. Audience excavation is a negative factor and is observed as the rate at which users who convert the campaign objective are excluded from a lookalike.
With a puff of algorithmic magic, it identifies other Facebook users with similar interests and demographics and groups them into your new Lookalike Audience. Listen to the show to hear Rick's and my thoughts about all of the things Facebook and Google know about users.
For example, if you have a Lookalike based on people who have completed registrations on your site, it's important to exclude the Lookalike of paying customers (higher quality). It is generally known that a big part of an e-shop's revenue comes from repeat customers.