3 Lookalike Audiences on Facebook

Facebook defines lookalike audiences as people who may be interested in your business because they share some similarities with your existing customers. For example, if an existing customer comes to your website often to transact, a lookalike audience can include people who visit your blog often or subscribe to your newsletter.

By targeting lookalike audiences, you can expand the scope of the audience you are reaching with your marketing and advertising efforts. Lookalike audiences are especially important because the messages you target them with must be different from those you use to target those who are already transacting on your website or social media pages. Here, we share three lookalike audiences you may have missed and that you should be targeting.

Top Time Spenders

To find out who the top time spenders are on your website, you will need to install a Facebook Pixel to track page views and time on page data. Once done, track your website data for a minimum of three months and then filter all visitors for time spent either on a page or the entire website. If you have a large website with many page views, you can track each page individually. If your website is small, it may be better to track page views for the entire website. Now that you know your top time spenders use Facebook Ad Manager to create a custom audience out of this group of visitors.

Top Spenders

While a Facebook Pixel cannot track how much money people have spent doing business with you, especially if you are in real estate, you can instead look for those figures from within your CRM. Export all your past clients, then filter for those who spent the most over the last two years or so. You can also include any other types of spending related to your business.

Next, go into Facebook Ads Manager and click on the Audiences tool. In the popup dialogue, click on create an audience from a custom file. This will allow you to upload your CRM contacts. Facebook will then attempt to match the information you have uploaded like email address, phone number, and location with existing Facebook users. Those that do match will then constitute your second set of custom audiences.

Top Video Watchers

You can also create a custom audience from people you feel are most willing to find out more about your business. In this case, using video views provides powerful context. To get started, open the Custom Audience tool in Facebook Ad Manager and click on Engagement. This will let you track lookalike audiences based on actions people take on Facebook. Next, click on the video action and click on people who have watched 75% of your video. You can also track people who have watched 50% or 90% of your video. This lookalike audience will get updated dynamically as your video gets views. You can then target this audience with content that leads them to your website.

Lookalike audiences are a powerful way to broaden your search for new customers without going after cold audiences. The fact that lookalike audiences have already interacted with your business in some way makes it easy to push them down further down the conversion funnel with targeted messaging and remarking.