If you have been running Facebook ads for your online store, you might have come across the term "lookalike audiences''. In essence, these are audiences based on a specific data. For example, a lookalike audience of your website visitors, a lookalike audience of your purchasers, your Instagram followers and so on.
Thanks to Facebook's sophisticated algorithm and pixel, we are able to tell Facebook to find us people who look like people who visited our website or who purchased from us before. These type of audiences can be highly lucrative and can help create highly profitable Facebook ad campaigns.
What works really well is stacking up these well-working lookalike audiences and creating a super lookalike audience. Let's look at how we can create these.
To create lookalike audiences, you first need to create custom audiences in Business Manager.
As you can see, there are 12 options to create custom audiences (not all are applicable for e-commerce).
Here are the custom audiences that work well for e-commerce.
-Customer list (email database)
Lookalike audiences only work well if you have a good quality of seed audiences. Let's look at these in detail.
1. Lookalikes of custom audiences based on website data : You can create custom audiences based on your Facebook pixel data, ninja targeting people who have completed different conversion events on your website. You want to focus on high-intent conversion events such as purchase and add to basket.
You can also create a value-based lookalike audience if you have enough purchasers.
Once you have created a custom audience, then you can create a lookalike of it. As mentioned, Facebook can prompt you to create a value-based audience. You can then select the location and the size of the audience. A 1% lookalike audience will be most similar to the seed audience.
2. Lookalike of social engagers (people who engaged with your business on Facebook and Instagram)
Facebook allows you to create various audiences off of your Facebook and Instagram audiences. I always choose people who engaged with any post or ad as that gives me a bigger audience. Here is how to create these custom audiences in Business Manager. Once you create these, then you can create lookalikes of these custom audiences.
3. Lookalikes of your e-mail list: Have you been building up your e-mail list? Great! You can upload your it to Facebook and create a lookalike of this audience.
4. Lookalikes of video viewers: If you are regularly publishing video content and getting high engagement from these videos, then this can also be a great targeting option. I would suggest choosing people who watched at least 10 seconds of your video or at least 50% of your video as this indicates they are more interested in what you have to say.
Once you have created your most valuable lookalike audiences, you can stack them all up and create a super lookalike audience. For example, you will have a lookalike of past purchasers and lookalike of Instagram and Facebook engagers in one campaign.
There may be some audience overlap but if you use CBO, Facebook will take care of it so you don't have to worry about the overlap.
You can also test different lookalike percentages and different locations (if you are targeting other countries) which will help you scale your advertising campaigns for your ecommerce store.
Superlookalike audiences have worked really well for my clients' ad accounts. Have you tried using them in your campaigns?
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