By: Michelle L. Cramer
For some time now, advertisers have been able to create Facebook Custom Audiences, matching customer data they already have to current Facebook users so that their ads target them directly. In 2013, Facebook launched Lookalike Audiences, an additional targeting feature that works with Custom Audiences to reach potential customers as well. Lookalike Audiences is finally starting to gain some traction with advertisers, so we thought it prudent to provide you with more information on how to use this feature effectively.
The 411 on Lookalike Audiences
When you create a Custom Audience on Facebook Ad Manager, you upload data about your current customers –typically email addresses – to the social media platform and the program finds your customers’ Facebook profiles. Then, anytime you advertise on Facebook, you can select to have that ad targeted directly at your customers there, essentially giving your business another means of exposure.
Once you’ve established your Custom Audience, you can create a Lookalike Audience, in which Facebook pulls demographics from your current customer list and creates a list of potential customers on Facebook that match those demographics. This gives you an opportunity to broaden your reach in a more effective and direct way.
Taking it One Step Further
In January 2014, Facebook opened up the opportunity to create Website Custom Audiences (WCAs) using data from your website traffic to target Facebook users – and the skies opened up for advertisers. Then Facebook connected Lookalike Audiences to WCAs… and the targeted advertising potential skyrocketed to new heights. By using Lookalike Audiences in connection to your WCAs, you’re Facebook ads become visible to users who simply match the demographic of potential customers that once visited your website. Can you fathom the reach?
According to Facebook Advertising expert, Jon Loomer, the benefits of using WCA Lookalike Audiences are three-fold:
- Provide an opportunity to increase website traffic overall (thus boosting results on Internet searches)
- Allow you to target audiences based upon visits to a specific page on your website (such as the how-to page or frequently asked questions)
- Allow you to target audiences based upon hits to a specific section of your website (so you can target those who are likely to buy a specific product)
There is also an option to create a Lookalike Audience based upon the people that use the mobile app for your business (if you have one). This offers the same customizations that WCAs do, down to creating a lookalike based upon users who take a specific action within your app.
Reaching More Fans for a Facebook Business Page
Additionally, you can create Lookalike Audiences based upon your current fans for a specific Facebook page under your control. This is a great option for businesses that don’t have an email list established yet or those that see more traffic on their Facebook page than their website. The latest numbers show the number of Facebook users to be more than 845 million people… try to imagine.
Basically, using Lookalike Audiences has the potential to reach an immeasurable number of potential customers more directly, rather than hoping someone enters the correct terms in an Internet search to bring up your website. You can create an ad audience for each product you carry, service you provide, information on specific blog posts, Facebook fans and more. You may need a social media strategist on your team just to keep up with all that potential.
Want to learn more about how to do this and integrate your infusionsoft campaigns so you can target leads and customers who have opened your emails? Schedule a free 30 minute consultation by filling out our form!