Upside-Down Thinking by Patric Fransko
by Patric Fransko
December 16th, 2020

How Two Things That Look-Alike Can Help Your Business

In last month’s article, I wrote about ways you can use a marketing “loop” button to increase the effectiveness of your advertising. At the end I mentioned that this month we would take this concept a bit further through the use of look-alike audiences.

To get started, a quick review of something I mentioned last month. I wrote about using a pixel or an existing customer or lead email list to target advertising on those you know are receptive to your product or service. The extension of this is utilizing the option on Facebook and Instagram to create a look-alike audience.

Simply put, a look-alike audience is a group of people that have a higher probability to be interested in your product or service because they “look like” your existing customers. I often tell people that Facebook / Instagram are not really social media platforms. They are actually huge data collecting companies. Look-alike audiences is one area where the beauty of all of that collected data on their users comes in.

To create a look-alike audience, you simply need a source audience (a customer email list or Facebook pixel audience). You then upload that source audience and ask for a look-alike audience to be generated. The system will identify people that have common qualities (demographic, interests, etc.) with your source audience. You then identify how many people you want to accumulate in the look-alike audience. The smaller the audience, the closer the individuals included will have matching qualities to your source audience.

Here are several other notes of information from Facebook regarding look-alike audiences.

  • Your look-alike audience will only include people from the location you select.
  • Your source audience must contain at least 100 people from a single country in order for us to use it as the basis for a look-alike audience.
  • People in your source audience will be excluded from your look-alike audience unless you use a pixel as your source audience.

Hopefully the value to this newly created audience is becoming clear. You are leveraging the masses of data Facebook has to take the limited number of people that you know are interested in your product or service and asking the system to find you a larger audience of people that “look like” your source audience. The idea being that it is likely your customers have some common qualities / interests. With a larger group of people having those same qualities / interests, the likelihood that they will be interested also increases.

This can help save you money on marketing costs by limiting the audience size by allowing the data to select individuals more prone to be interested as opposed to a much broader audience. The more people you place content in front of, the more marketing costs. Being strategic should increase the ROI of your marketing efforts.

I hope that you enjoyed this insight into how look-alike audiences work. If you have any questions, please leave them in the comments below and I would be happy to answer them.

Since this article will be distributed mid-December, let me take this opportunity to wish you all a very Merry Christmas and a Happy and Prosperous 2021!

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