Glossary keyword - Lookalike Audience

Lookalike Audience

As the name suggests, a Lookalike Audience is an automated group of social media website users who are similar to another in a certain way. It is a modern target audience tool in digital marketing. Facebook used this tool to reach potential clients who share mutual or similar attitudes and tastes with available ones in 2013. Later, Outbrain, LinkedIn Ads, and Google Ads applied lookalike audience.

How it works

First of all, every social media website has a unique guide to use a lookalike audience. For example, there are three steps for Facebook’s lookalike audience, while it is seven steps for LinkedIn. For Facebook, the following steps should be taken into account to use this tool:

-Select an audience seed to set up a lookalike audience. This seed ranges from visitors to a website, customer list, and page fans.

-Select a specific location where you want to find a resembling audience.

-Customize its size. It can range from 1% to 10% in percentiles for a Facebook lookalike audience. This size indicates the total size of all selected locations in terms of population. A broader reach changes depending on the size of audiences. However, a small lookalike audience is more beneficial for targeting, meaning that fewer customers are likely to see the advertisement while finding similar features is possible in this size.

What to do for Lookalike Audience

A lookalike audience dissects available clients and their accounts to detect similarities between the existent audience. It allows an advertiser to find optimal customers that can be hardly identified and reached. Lookalike audience helps to aggrandize the target audience in various locations and find new audience groups. As a result, it is possible to save time and reduce advertising expenditure to acquire a new target audience.

To make a lookalike audience more effective and homogeneous, a consistent behavioral model is essential. It is because the similarity of a lookalike seed has a more significant impact on an audience’s effectiveness rather than the size of this group. That is why every social media platform recommends its minimal seed size. For example, Facebook’s recommendation is an audience seed of 1,000 to 50,000 customers, but minimally its size is 100 users in the same location.

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