I hope you’ve already gotten some ideas on how to use lookalike audiences for your Facebook campaigns. Time to see what you can achieve in practice. I’m going to show you an example of how I applied this for the new webshop of a men’s fashion brand. The goal of this campaign was to get as many new visitors to the website as possible.
Target group determination
To prepare my lookalike audiences, I created a custom audience of all visitors who placed an order. However, I noticed that this audience initially only had a size of 40 people. So I decided to create a second custom audience. I analyzed the funnel and saw that the product pages were viewed by 20 times as many special lead visitors. To narrow down this audience even further, I decided to include only the top 25% based on time spent. These are visitors who have been on the site for a long time.
I created lookalike audiences from these two audiences. Now let’s see how I used them for my Facebook campaign.
Ok, I now have two lookalike audiences of 100,000 people each. You can imagine that if I say the same thing to 100,000 people, it will not be equally relevant to everyone. The chance of a positive response is probably greater if I divide the group and send a customized message to each group. By segmenting, you ensure that you are relevant to your target group. And relevance often goes hand in hand with a better result.
How did I segment my lookalike audiences?
As I wrote, this is a campaign for a men’s fashion brand. I therefore segmented my lookalike audiences based on gender. Furthermore, I saw in search engine optimization united states america Google Analytics that certain age groups and regions performed well or not. I therefore also included this in the targeting of my lookalike audiences.
In the image below you can see the result of my segmented lookalike audience. As an example I have taken the ‘orderers’. pnut token usage areas As you can see there are ‘only’ 33,000 people out of 100,000 who meet these criteria. Because I have defined this well, I prevent spending unnecessary budget on the less interesting people.