This is a guest post submitted by: Stefan Des, CEO and co-founder at LeadsBridge.
Imagine if you could make one simple tweak to your Facebook ad campaign and see an instant boost in your campaign results.
You would probably be eager to implement it.
Well, that is exactly what I will be sharing with you in this post. You will learn how to use Facebook lookalike audiences to increase your campaign results.
But first: Let's define Facebook lookalike audiences and also look at the benefits.
What is Facebook lookalike audience?
Facebook lookalike audiences are new audiences created from established source audiences, such as custom audiences, data from pixel on a website, app data and Facebook page fans. These audiences share similar attributes with your customers such as age, location, hobbies, the kind of posts the read, etc.
For example, you can create a lookalike audience of people who have viewed your content before or purchased an item from you. These are people who will be interested in your business because they look like your existing customers or website visitors.
Facebook lookalike audience is an advanced audience targeting that is beyond the basic interest and demography of your audience. It is an effective tool to find more of your ideal customer.
Why do you need to use Facebook lookalike audiences?
There are several reasons why you need to use Facebook lookalike audience:
Facebook lookalike audiences are more likely to purchase from you. This can save you costs on ad spending. This is because you are not wasting your money and time targeting people who are not likely to patronize your business. According to Insidefacebook.com, a travel website got 70% lower costs per action by using the Facebook lookalike audience.
Also, about 90% of the time, lookalike audiences will average a higher click-through rate than other audiences.
A lookalike audience allows you to customize your user experience since you know your customer well enough.
With the tool, you can monitor who views your ads and how they are responding to the ad. This will allow you to make adjustments where necessary before you start spending money on ads.
It enables you to access new cold audiences that have moved to the top of your sales funnel. When you target your ads to the people at this level, you warm them up advancing them to the bottom of the funnel.
So, let's take a look at the six (6) Must-Use Facebook lookalike audiences to increase your campaign results.
Keep in mind that before you create a Facebook lookalike audience, you must have created a custom audience that will be used for it.
1. Website Engagement Lookalike Audience
The first Facebook audience lookalike you can create is the website engagement lookalike. These are people who have been to your websites and have engaged with it. These are the best people to target because they are already familiar with your business.
This means that they will be interested in what you have to offer. When creating a campaign for this audience, ensure that you remind them of your product or service.
In order to use this feature, you will have to install the Facebook pixel on your website to track your pages and allow Facebook to automatically add your visitors to your website custom audiences.
To create a lookalike audience of your website visitors, go to audience manager, select custom audience and on click on website traffic.
Then, you can start creating an audience of visitors who visit your website using different criteria.
2. Key “Web Content” Lookalike Audience
If you have a website that covers a variety of topics in your niche, you can create a web content lookalike audience. This way you will be able to promote a piece of content based on what they read.
Although the audience will be small, they tend to be the most relevant and highly converting. You are sure that you are targeting a set of people that are already interested in those topics.
For example, if you have a content page on vegan diets on your website, you can create a lookalike audience of them and turn them into a warm audience. You can create a campaign to sell your vegan diets e-book to them or offer them sample pages of the e-book for free.
To create a lookalike audience of visitors who visit specific pages of your website, select “People who visited specific pages” from the drop-down menu as shown below:
3. App Activity
This feature enables you to create a lookalike audience for those who have interacted with your app. You can create a lookalike audience based on the action users take within your app, such as open your app within the last 30 days, complete a purchase, abandon their cart, etc.
For example, if you have a shopping app for your clothing business, you can create a lookalike audience for people who have bought clothes on it or those who abandoned their shopping cart midway.
If you don't have an app, you don't have to worry. You can use Facebook comments plugin as an app. With it, you can collect a custom audience of people who comment on your blog post and create a lookalike audience from it.
To create a lookalike audience for those who interacted with your app, go to audience manager, select custom audience and on click on app activity as shown below:
Then, you can start creating an audience of visitors who took certain actions within your app.
4. Facebook Page Engagement Lookalike
The Facebook page engagement lookalike feature enables you to target Facebook fans based on the action they took when they engage with your Facebook page.
These include people who comment, share, like and read your updates on your Facebook page. Because they are already engaging with your Facebook page, they are relevant to your business and so you should create a custom lookalike audience for them.
To create a lookalike audience for Facebook page engagement, go to audience manager, select custom audience and on click on engagement as shown below:
Then click on “Facebook page” and fill out the form below:
You can even be more specific and select an audience of people who engaged with your page through Facebook Messenger
5. Facebook Video Engagement Lookalike
Facebook users watch 100 million hours video on Facebook per day. This shows that video performs very well on the platform. With a video content, you can showcase your product and services and quickly target your audience.
If you have lots of videos on Facebook and want to scale your campaign ROI, you can create a lookalike audience that will help you to find new people who are interested in your product/service based on those people who have already watch your videos.
6. CRM Segments Lookalike
A CRM (customer relationship management) audience is created from your customer list as the source. The CRM is an effective list of audience because you already know the links they have clicked, the emails they have opened, etc.
Creating a lookalike audience from your CRM, therefore, implies that you are creating a very effective lookalike that will are likely to convert.
There are two ways you can create a CRM segments lookalike. First, you can upload a list of segment manually on Facebook from a CSV file. The problem with this method is that you will have to be updating it constantly and manually too. This is time -consuming and boring.
The second way you can create a CRM audience lookalike is using one of the different software present on the market, like Leadsbridge to build dynamically updated Custom Audiences (easy, set-and-forget). This method is easy, set and forget.
Facebook lookalike audiences can help you to boost your campaigns quickly and easily. It will bring add a steady stream of users to your list. And you know what? It is not even difficult to create. You can easily set it up and have it running within few minutes.
It saves you time and money. Instead of guessing and worrying about your target audience, allow Facebook to sort it out for you.
Are you using the Facebook lookalike audiences for your campaigns? If not and all of this would be better left to the professionals, then contact Outlet Creative Group today.