Lookalike Audience is a term quite familiar to Marketers, especially to individuals who have run ads on Facebook. If you are new to the marketing field, you need to understand this term to be able to optimize your advertising and make the sales process more effective. In the following article, let's join accnice to learn the concept of Lookalike Audience as well as how to create, deploy and run Lookalike Audience ads!
Among the types of Facebook advertising audiences , Lookalike Audience is a similar audience, quite similar to the business's target audience. According to Facebook's definition, Lookalike Audience is a tool to search, analyze and expand the reach of users with similar behavior and interests to the business's target customers.
Lookalike Audience is often used in cases where businesses have carefully researched their target customer profile . Based on that customer file, the Lookalike Audience feature will be used in Facebook ads to expand the scope of the business's customer-like audience.
If you know how to exploit the Lookalike Audience feature in Facebook Ads , you can achieve enormous benefits for your business.
Lookalike Audiences use the “Custom Audience” on the Facebook ad you set up as your “source audience.” To create a "similar audience", the system uses information such as demographics, interests, and behavior of the "source audience" to find people who also have these characteristics. When you use Lookalike Audience, your ads are delivered to an audience that is similar to (or similar to) your existing customers.
Note: Targeting options will be limited to audiences that include people under 18 in most countries, under 20 in Thailand, and under 21 in Indonesia.
Creating a lookalike audience is a great idea that allows you to search and identify new users on Facebook, based on common characteristics with an existing audience. This helps advertisers find potential customers based on available audience sources.
Note that before creating a Facebook Lookalike Audience, you must identify the original customer audience. To improve the ability to accurately target similar audiences (Facebook Lookalike Audience), the more detailed the data sources, the more basis Facebook has to create a set of lookalike audiences similar to the source data. Facebook encourages the initial customer base to be at least 1,000 people.
Step 1: Access Facebook Ads Manager and select “ Audiences ” in the left toolbar as shown below.
Step 2: The interface appears, select Create Audience and choose to create a Custom Audience as shown.
Step 3: Select the audience source you want to create a similar audience for. Some object sources you can refer to: from your list of objects, objects that have interacted with the Video, objects that visit the Website, objects on Facebook Fanpage, etc. In this tutorial, choose the audience source as the audience on Facebook Fanpage.
Step 4: Create a custom audience according to Facebook Fanpage . This is the step to create a detailed audience source for the custom audience set. At this step, we pay attention to declaring parameters: Fanpage page, events (everyone has interacted with the page), retention (365-day period), object name, description.
Step 5: Click Done to finish creating the Facebook custom audience.
Step 6: Choose to create “ Lookalike Audience ”.
Step 7: Select Create similar audience from Facebook Fanpage source. This is the step to create a detailed audience source for a similar audience set. In this step, we pay attention to declaring parameters: Select similar object source (other source), select object location (Vietnam), select object size (from 1 - 6), select object source simulation rate (1% – 10%). After completing the declaration, click Create object to complete.
Lookalike Audiences is a tool that brings many benefits to businesses. So how to use it most optimally? Below are some effective ways to apply Lookalike Audiences that you can refer to.
One of the methods to run effective Facebook ads is to choose an audience that matches the target. Therefore, not every Lookalike Audience will bring good results to the campaign. You need to choose similar audiences that you think will best align with your brand's communication goals.
Data is an important factor in helping you make decisions that are truly effective, not simply intuitive. Choosing quality data will help save time and costs in the process of reaching potential customers.
You need to understand the correlation between audience size and similarity to the source audience to decide on the right audience size for your goals. The smaller the object size, the higher the similarity with the source object. Conversely, a large audience size will increase reach, but similarity will be low.
To be specific and detailed about your potential customers, update more factors such as age, gender, behavior, etc. Make sure you take full advantage of Lookalike Audience's targeting capabilities on Facebook Ads Manager.
If you are aiming to expand your market, Lookalike Audience will be an appropriate choice. Pay attention to creating audiences in your target country or region to increase your ability to connect and reach new users.
Overall, Lookalike Audience is a superior feature of Facebook in expanding customer reach, bringing more efficiency to advertising campaigns on this technology platform.
Hopefully through the article EQVN has shared, you will have more useful knowledge to optimize Facebook advertising to serve your business's business process.