Facebook's lookalike audiences feature is magic. How does it work?

Most of the times, we see our ads delivering huge impressions but not from the desired set of audience that we want. (stop these ads, you are loosing money).

There could be majorly two reasons for this:

1. The audience is too broad. OR . . .
2. You are selling your product/service to the people who are not interested.

Anyways, in the both the cases you are loosing money.

Well! Now, you can increase the digital 'STP' relevance a lot with lookalike audiences. Ever heard of it?

No worries! I shall share the basic concept. Let's first understand how site targeting works (page visitors targeting). Re-targeting is a very useful advertising method to target ads to the people who recently visited your website or a particular page. (I am considering you already know about re-targeting).

And, since this particular set of audience is the one who is familiar with your brand and re-visited your website, you must be wishing if there was a way to find out a fresh set of audience which is similar to your website audience. Right?

Here comes the magic... Tadaa!

Lookalike audiences, as the name says - is a set of audience that is similar/share common characteristics or behavior with another set of audience.. Interesting? It is a very powerful feature where you can find a new prospects and can add to the top of your funnel.

Btw, it is only on Facebook. . :) Google has 'similar audiences'. But, Facebook nails it in this category.

How do lookalike audiences work?

Facebook matches information about your current site visitors to people who have similar behaviors to build out a new audience. Info. such as location, age range, interests and recent sites they’ve visited is used to find new users who look and act like your existing site visitors.

Now, why should you care about it?

If you are a business whose focus is on display advertising and not search, lookalike is a must to do for you. If you are not doing it, Start it right now!

Spoiler alert! Cost per Landing page for Lookalike audiences can be a little higher from a general targeted audience.

If you are interested to know more about:

1. How to create lookalike adsets on Facebook?
2. How to strategize a lookalike campaign for your business?

Please comment.

Even if you don't want to know more, please share your feedback so that I can start sharing my knowledge frequently.

#RelevanceMarketing #SindhuBiswal #digitalmarketing