If you are a Travel company and want to grow your business, you constantly need to be speaking to and engaging with new customers to fill the top of your sales funnel.One of the most effective methods of acquiring new customers is to target users that are similar to your existing customers. This is precisely why Facebook has created Lookalike Audiences which allow advertisers to reach new users derived from their seed audiences.
Lookalike Audiences promise great potential for prospecting
With 1.65 billion monthly active users and more than a billion logging in daily, Facebook is the largest social platform globally and one of the most important channels to reach customers for businesses. Facebook also has incredible amount of data on all these users including demographics, interests, likes, post-interactions and online behaviors.
Facebook allows advertisers to create Lookalike audiences based on an input audience called seed audiences. When this seed audience is fed to Facebook to create Lookalikes, an advertiser ends up with great volumes of new potential customers to target.
While creating a Lookalike Audience, Facebook’s algorithm looks at common qualities of people in your source audience (i.e., demographics, interests, behaviors) and then find users of those qualities in your targeted country.
Which Lookalikes to use and some best practices
You can base your Lookalike Audience on four different types of seeds:
1. Custom Audiences
Advertisers have big database of their users where they can create static lists according to value levels. Facebook matches the e-mails and phone numbers you uploaded to the corresponding Facebook profiles. This match rate will never be 100% and typically will be higher for B2C companies.
2. Website Custom Audiences
Most advertisers have Facebook Pixels on their websites so that they can create Website Custom Audiences according to the interactions on the site.
3. Mobile App Custom Audiences
Advertisers who have Facebook Mobile SDKs integrated with their own mobile apps, can create Mobile App Custom Audiences according to the actions taken on the app (i.e., the users who converted on the app more than 2 times).
4. Facebook Page Fans
Advertisers can also create lookalikes of their Facebook Page Fans.
The most important thing to pay attention to while creating Lookalike Audiences is choosing a seed audience that includes your most valuable users. Therefore rather than using a wide general audience, like your website visitors, creating a Lookalike of the customers will help you to find more relevant new users.
Keep in mind that the size of Lookalike’s seed audiences also matters. Try to have at least 1,000 users in the seed audience and not to exceed the limit of 50,000 users so that Facebook’s Lookalike algorithm will have the ideal conditions to work and find similar users.
Some examples of better performing Lookalike Audiences
- Lookalike of Website Converters: Create Lookalike of the users who have taken the desired action on your site instead of creating the Lookalike of all website visitors.
- Lookalike of Most Engaged Mobile App Users: If you are willing to acquire new mobile app installs through Facebook, then it is better to derive a Lookalike audience of your most engaged mobile app users as this will help you to reach more relevant and (potentially) more engaging new mobile app installers.
While creating a new Lookalike audience, you will be asked to choose the size of your Lookalike audience. Size range is based on the total audience in the country you choose. Smaller audiences most closely match your source audience. Creating a larger audience increases your potential reach, but reduces the level of similarity to your source. We recommend you to start with 1% and increase the percentage of your Lookalike Audience step-by-step to 3% or 5% once you see positive results.
Keep in mind that this audience group is a dynamic list and it will refresh every 3 to 7 days as long as you’re still actively using the audience.
Nested Lookalike Audiences
If you are happy with the performance of your Lookalike Audience, now it is time to derive multiple Lookalike Audiences with different sizes of the same seed audience. This way, you will be able to target those audiences in different ad sets under one campaign and optimize the performance by managing bids and budgets across ad sets. However, make sure to exclude them from each other as it is crucial to avoid overlapping audiences that effects the performance of your campaigns negatively.
New: International Lookalike Audiences
If you used Lookalike Audiences before, then you are probably aware that you had to create Lookalike Audiences in the same country where your seed audience is from. With the new International Lookalike Audiences, advertisers will be able to find people in new markets by identifying those who are most similar to their existing customers.
Keep in mind that in order for a seed audience to be used as the basis of a Lookalike Audience, it must contain at least 100 people from a single country. However, you don’t have to have anyone from the country you want to target in your source. For example, if you have a source of audience of 10,000 people from Germany, you can use that to create a Lookalike Audience of similar people in Mexico.
Check out how Modanisa, a Turkish e-commerce company, used International Lookalike Audiences to reach new customers in Germany.
Push customers down the purchase funnel
A great aspect of prospecting is that, even if your newly generated traffic does not take the intended action straight away, users will be added to your remarketing lists. Subsequently, you will be able to re-target them on Facebook and push users down the funnel to complete your intended action.
Contact us now and start using international Lookalike Audiences in your Facebook campaigns!