The Facebook lookalike audience targeting option is a great way to create a custom audience group based on the interests of users who’ve already established contact with your brand. Let’s assume that you have an email list of 1000 users who’ve subscribed to the services/products on offer from your brand. The lookalike audience option further allows you to create a similar list of users based on certain defining characteristics of the already existing database, further enhancing and improving conversions.
While creating a lookalike audience group, you may choose to target users who may not necessarily know your brand, but have interests in sync with your existing clientele. The concept is simple. Facebook looks at people who’ve already bought from you and identifies potential individuals from their vast network who might be interested in buying from your brand.
Lookalike Audience Targeting:
The lookalike targeting option is a great feature for brands to make use of, especially if their target audience group is small. As lookalike audience resembles your existing network of users. The newly created custom list can be considered atop the targeting funnel.
Previously, one of the main limitations of this feature was that advertisers were only allowed to create a lookalike audience group limited to a single country. This meant that advertisers had to create separate lists for each country they wished to target and then combine the lists in the targeting option.
It was a messy and time-consuming process. Well, with the latest update from Facebook, the lookalike audience feature has received a major overhaul as it now allows advertisers to simultaneously create a custom list to target audiences from multiple countries.
Let’s go through the process:
1) Go to Audience page in your Ads Manager and select “Create Audience”. Select Lookalike audience from the drop-down.
2) Select the source audience (List of your custom audience for a particular campaign or Page visit)
3) In location part, there is a new option “Browse”, which provides you with a list of countries and regions for targeting. Previously, we could select only one country.
You could select all countries or select a particular group of countries.
You could also expand the “Regions” tab to get more options like; Free-Trade Areas, App Store Regions, Emerging Markets, Euro Area, etc.
Free-Trade Areas include:
- European Economic Area
- North American Free Trade Agreement
- ASEAN Free Trade Area
- Mercosur
- Gulf Cooperation Council
- Asia-Pacific Economic Cooperation
- Commonwealth of Independent States Free Trade Area
Hovering over each section gives you more information on the list of countries available for targeting.
App- Store Regions provides an opportunity to promote your app. They include iTunes App Store countries, Android Paid Store Countries and Android Free Store Countries. You can choose the best option for promoting your app.
Emerging Market is a source for targeting for cheaper clicks.
Euro Area allows you to target countries that use Euro as their common currency.
Next, you have the Audience Size option. Here, the audience size ranges from 1% to 10% of the total population of the countries that have been selected for targeting. 1% get you a closer match while 10% gets you a broader list. Also, we have an Advanced Option to select the number of audiences.
Now, click ‘Create Audience.’ That’s it, your new set of lookalike audience is created and available for targeting.
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