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6 Benefits of Using Facebook Lookalike Audiences

June 22, 2020
Rebecca Willis
written by Rebecca Willis

Facebook Lookalike Audiences are a great way to reach new users that share similarities to your current customer base. Here are 6 advantages to using them.

Facebook is a powerful tool for attracting new customers and working with existing ones. Over 500 million users visit it daily. Impressive, right? It is also known from the research that 15% of social media users in the United States make purchases on Facebook.

The advertising manager allows you to customize advertising flexibly and get maximum results from it. One of the most popular platform tools is custom audiences. Today, we will focus on Lookalike Audiences in more detail.

What is a Lookalike Audience?

A Lookalike Audience is a custom audience containing people more likely to be interested in your business. These audiences allow you to create a database of similar users based on yours. You can use several sources for this, which makes the tool flexible and effective.

The platform independently looks for similarities between the participants, after which, in its database, it selects people similar to them according to certain criteria. As a result, you get users who are united by behavioural factors, which means they may be more interested in your products.

Lookalike Audiences delivers significant results. The bottom line is that this type of user is initially more likely to be interested in businesses like yours, and you as an advertiser do not need to run ads without careful consideration. In addition, you immediately know what can hook the audience, because it is similar to yours. And this makes advertising messages effective.

A conditional disadvantage of this type of audience is that you can only attract new users with it and can not work with existing ones. However, this can be offset by other types of user audiences. Only integrated use can provide the maximum benefit for the business.

Who are Lookalike Audiences suitable for?

Lookalike Audiences are a great option for businesses that already have their own customer base. You can upload the data of your CRM, segment it, and use it to get the desired results. Suppose you are interested in selling a certain product, for example, a smart pink teapot. You collect data about your customers who have made a similar purchase and upload it to Facebook.

Please note that the more information you can provide, the better you will be able to collect Lookalike Audiences. The platform searches for users among existing profiles. Therefore, a detailed list will help her to recognize the data as accurately as possible. Among the information you may need:

  • Name
  • Surname
  • Gender
  • Date of Birth
  • Country and etc.

The benefits

1. Improving the results of advertising campaigns

Setting up advertising for random audiences always carries the risk that you will not get into the right one. As a result, investments often do not pay off. And to achieve better results requires a much larger budget.

On the contrary, when you use Lookalike Audiences, this means that your ad will be seen by users who are similar to your customers. This approach increases the likelihood that these people will engage with your business and product.

In this case, you already approximately know the interests of the audience and it is much easier to prepare a price offer. The functionality of the advertising office allows you to set various Lookalike Audience settings, from which you can choose the most suitable. For example, create a similar audience to users who have interacted with a profile in the past few months.

2. Spot work with each segment

You independently control the settings of what the audience will be like. This allows you to put forward hypotheses and test them.

What does this mean?

Suppose you think that the most relevant are the users who contacted you in direct. These are people who were interested or bought a product. In this way, you can create an audience of users similar to this group.

Depending on the tasks, select the desired advertising goal and start getting more results and increase your interest with a valuable offer. This will allow you to get the maximum with a minimum budget.

3. Self-adjusting audience size

Another advantage of using Lookalike Audiences is the ability to control the percentage of affinity of the audience. You decide how similar the audience will be to the original.

Indicate the required percentage of similarity and you will get users who are more likely to be interested in your product. However, keep in mind that the narrower the audience, the fewer users it will include. Therefore, depending on the goals, you can adjust these indicators and get the desired results.

4. Performance monitoring

Using Lookalike you must track user reactions. This allows you to optimize your campaigns and understand which ads and affinity options are more effective. As a result, the use of the budget becomes flexible, because you can respond timely in the process of conducting advertising campaigns.

A dog on an iPad

5. ROI optimization

Using similar audiences increases the chances of creating relevant ads, which as a result has a positive effect on conversion rates.

Over time, you better begin to understand how it works and take into account the interests of users. Advertisements will carry value, and the number of clicks and conversions will increase.

If your ads are relevant, advertising will cost you much less. Facebook typically tracks the engagement you get from users and searches for the most relevant audience. This is how your ads interact with more interested people.

A social network is interested in its users getting useful and interesting content, therefore it contributes to this in every way. If your offer is really valuable, it will be seen by those people who are really interested.

Please note that ROI is also affected by the presentability of the ad. This includes image quality and spelling. Always use a photo with sufficient resolution, and before starting advertising, check the texts for errors. This can be done using the following tools: Essay Writing Service UK, White Smoke, ProWritinGaid and etc.

6. Creating audiences from various sources

A significant advantage of Lookalike Audience is that you can use users from different sources as a basis. Facebook allows you to work with your own user base, finding them by phone numbers, email, which makes the tool as flexible as possible. You can also take as a basis the active users of the account, people who have performed certain actions on your site. There are a lot of options for using this function. Some of them:

  • Actions on the site. Create an audience similar to the people who made a purchase in your online store. This will help you find users who are more likely to become your customers.
  • Add the email address from the mailing list. With a similar audience to this, you can get new leads.
  • Messages to direct. Find users who are more likely to write you messages. This is a warm audience to convert to customers.

Conclusion

Lookalike Audiences are an effective tool for Facebook advertising, allowing you to take results to a new level. This efficiency is due to the fact that you are reaching out to interested users.

However, remember that outstanding results can be achieved with a full-fledged strategy, which involves not only attracting new customers but also working with existing ones. Therefore, use the opportunities of Facebook to the maximum, plan advertising activities, set clear goals and you will achieve what you want.

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Author
Rebecca Willis

Rebecca Willis
HR manager, personal trainee in management, freelance writer and active guest contributor.
Adzooma Marketplace

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Find the Digital Agency that best suits you

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