Lookalike Audiences: What they are & How They Can Take Your Facebook Advertising To The Next Level


The Problem:

Is it time to retire that old email list of past customers that you’ve been serving your Facebook ads to for months? Maybe your website traffic is plateauing, and your ad frequency is rising? Are you looking for a new way to reach a high-converting audience or generate more high-quality leads?


The Remedy:

Enter Facebook Lookalike Audiences—the best way to reach users who may have never heard of your brand before but have interests and behaviors that are similar to those of your already-existing customers.


How To Get There:

You can make a lookalike audience off of any custom audience on Facebook, with a few exceptions. If you aren’t familiar with this type of audience, Facebook defines a custom audience as “an ad targeting option that lets you find your existing audiences among people who are on Facebook.”


Some of our favorite types of audiences to transform into lookalikes are Email Lists, Website Visitors, and Converters. These types of custom audiences are already at the bottom of the funnel in terms of interaction with your brand, so why not let Facebook work its magic by finding millions of completely new users who have a similar online presence and share corresponding likes and dislikes? If you have a file of previous customer’s emails, you can upload this into your audiences and Facebook will work to match the emails to existing users.


Your Facebook pixel is a useful tool when using website traffic custom audiences. Installing your Facebook pixel code allows you to see how users are interacting with your site and allows you to reach those users again in the future through your advertising. Your Facebook pixel also comes in handy when you’re making a custom audience of your website converters. For example, if you have a form on your website that you want users to fill out, you’re able to track how many users click on the “Submit Form” button, and can serve your ads to them in the future (or create a lookalike audience from it).


If you’re ready to take the leap to completely re-vamp your campaign, follow these simple steps:

  1. If you don’t already have a custom audience constructed, now would be the time to get it created and give it a day to populate. A customer email list, previous website visitors, and conversion audiences are all great places to start. Be sure your custom audience size is at least 100 users, or else creating a lookalike won’t be possible.
  2. After your custom audience has had some time to populate, it’s time to get your lookalike cooking. Select the custom audience as your source and choose the geographic location that you want Facebook to pull comparable users from. It’s best to use the entire United States to start, and then boil it down to your campaign-specific locations when you get to building out your ad sets!
  3. Incorporate your new targeting into your campaign, hit a whole new group of interested users, and watch the results come pouring in!


Interested in working with us? We are a team of tight-knit, hardworking marketers who are passionate about delivering the best results. Contact us today to learn more about our services and how we can help your business meet its goals!