Look-alike audiences are a powerful new tool in advertising. Using an algorithm from existing customers or website visitors, comparisons are made to reach similar audiences in demographics thus expanding the advertising reach to relevant audiences. Facebook in particular is a perfect place to try this technology to expand your businesses’ reach and brand awareness.
The key advantage of look-alike audiences is that it allows you to target customers that are far more likely to purchase your product. While prior to this feature Facebook could certainly be targeted by demographics, that information alone does not equal solid conversions. By giving Meta data not only about your customers’ location, email, and other pertinent information but also classifying those customers as high or low value, Meta can take that information and find other potential customers who would closely match your high-value, prior customers.
To create a look-alike audience in Facebook, there are several steps needed. First, choose the group you would like to emulate. This could be customers, website visitors, eblast subscribers, etc., but for the best success I suggest choosing actual high-value customers. You will ideally have at least 1000 of these with names and information. While at least 100 is recommended by Facebook, the more information you can provide, the more successful your campaign will be. Next, you will choose your audience size. While a broader audience will clearly reach more people, the broader you go, the less likely they will accurately match your ideal customer. This will also vary depending on your budget for this particular campaign. Next, you will add in any pertinent demographic information. If you only service certain areas of the country, you will want to limit the scope of your campaign to areas you think would reasonably order from your location. While other demographics can be added, this will limit the reach of your campaign and is not necessary since you are already targeting those who match your current customers. Lastly, great creative is a must. Your ad needs to be clear, catchy, and creative. Pick your strongest offer available to feature in this ad to put yourself in the best position to acquire a new customer.
If you are ready to take your ad campaign to the next level, we have just the team to help. Our in-house creative team and digital media buyers are ready to create a campaign just for you. Call us today at 972-243-2211.
