You’re building your email contacts list and have a bunch of clients signed up but you want to reach out to a wider audience. If you haven’t created a lookalike audience yet, you’re missing out on a HUGE opportunity to target potential clients, and the sales that come with them.
So, what is a Lookalike Audience? A Lookalike audience is a way of targeting potential clients that are similar to the clients you already have, and can be created a number of ways.
Email List Lookalikes
Using Facebook’s custom audience feature you can upload your existing email contacts list to enable you to target customers that you KNOW are already interested in your products and services because they’ve already signed up (they wouldn’t have signed up if they weren’t at least a little bit interested).
You can then go one step further by using the custom audience feature to create a lookalike audience. Facebook will then target users that are similar to your existing customers, widening your net to capture people that are also likely to be interested in your product, making your ads budget dollar waaaaay more cost effective.
Website Traffic Lookalikes
Another clever way to create a lookalike audience is to install a Pixel on your website to track visitors. You can then use the information you gather from the pixel to create another custom audience and to stay in front of clients that have already viewed what you have to offer on your website.
And you can take it a step further by creating a lookalike audience of your website traffic to reach new prospects.
Another one of my favorite techniques is to target your existing video views audience.
The first step here is to create an awesome video for your feed. (That’s a whole other lesson for a different day)
Then hop into your Facebook Ads Manager and select ‘Custom Audience’. This time we are going to go a step further and click on a wonderful little feature that Facebook as provided us with ‘Engagement on Facebook’.
This is a truly marvelous yet under-utilized feature that you’ll wish you had known about earlier.
Now select ‘Video’ and then refine it even more by choosing how much of your video you want the audience to have watched in order to include them in the population.
Depending on the length of your video, I wouldn’t choose less than 25% and here’s why:
If someone has only watched a few seconds of your video and then moved on, then they are probably not that keen on the content, so targeting them would be a total waste of your advertising budget.
By only targeting people that have watched 50% or more of your video, you can be pretty sure that they’re interested in you and in what you have to offer.
Similar to the video views, another of my favorite techniques is targeting your engaged fans. Why? Because they already know you, like you, and trust you.
With the Ads Manager ‘Custom Audience’ view, you’ll again select ‘Engagement on Facebook’ and this time, you’ll select ‘Facebook Page’.
You’ll type in the number of days (for example, targeting fans who have engaged with your page in the last 30 days) for this audience. Once the audience has populated, you can take it a step further and create a lookalike audience of your engaged fans.
You’ll be amazed at the results. By targeting, and re-targeting the right audiences your click through rate (that’s CTR in the biz) will increase and you return on investment (ROI) for your ad-spend will be much healthier.
The only question you’ll be asking me is, “Rachel, why didn’t you teach me this sooner?!”