Building Lookalike Audiences

“What Is a Lookalike Audience Based on a Conversion Tracking Pixel?”

When someone clicks on your ad, checks out your website, and converts (e.g. signs up for your list or makes a purchase), Facebook holds onto some data about them. That means that you can create a Lookalike Audience of people who are similar to anyone who converts on your website via your Facebook ad.

“What’s the difference between this and creating a Lookalike Audience of people who are already on my list?”

The concept is the same, but your list is composed of email addresses. If you’ve ever tried to create a Custom Audience by uploading your list, you know that the number of people who end up in that audience is always smaller than your list size. Why? Because people don’t always sign up for newsletters, etc. with the same email they signed up for Facebook with.

When you create a Lookalike Audience with your pixel, Facebook has more data to work with when culling together the right people for you to target.

When you are creating your Facebook Lookalike Audience, based on your Pixel Data it should look like this:

Create a Lookalike Audience Page, 1%, 2%, 3% Selected

If you were following along congrats! You have a Facebook Lookalike Audience. Your Lookalike Audience will update every 3 to 7 days.

Now let’s move onto customer list Lookalike Audiences, just to warn you there are a few more steps to this method, but once you get the formatting down it’s easy I promise!

You can also use Custom Audiences to help you find brand new customers. To do this, create a Lookalike Audience of people who are similar to the website visitors in your Custom Audience.

• Go to Adverts Manager
• Click Tools, then choose Audiences.
• Click Create Audience.
• Select Lookalike Audience from the drop-down menu.
• Choose a Custom Audience from your website as the source.
• Click Create Audience
• Access your Custom Audiences in the Audiences tab in Adverts Manager, and use it to create an advert