I’ve written briefly about creating relevant audiences on Facebook being one of the most important aspects of any eCommerce marketing strategy. Finding the right audience for your niche can be a tough task, however. What exactly is the best cross section of people that are looking for your product(s)? Fortunately you have Facebook’s algorithm to figure that out for you using Facebook Lookalike Audiences.
So what is a Lookalike Audience (LLA)? According to Facebook:
“[Facebook Lookalike Audiences are] a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.”
LLA’s are created from a data source of users. Facebook then finds similarities in that user base’s qualities and attributes and looks for other users on Facebook who match that user base.
So imagine you have a database of customers who have purchased from your store. You can create an LLA from that customer base and Facebook will find other users who match the qualities and attributes of those customers and create an LLA. This LLA will then be available to you to target ads to and bring in new clientele into your store. The best part is that these visitors will be ones most likely to purchase your product(s).
You can create an LLA from all sorts of data sources. Just to list a few:
Website visitors who have taken specific actions on your website
Engaged Facebook page users
The list goes on.
Don’t forget that you should also be remarketing to the aforementioned audiences!
Lookalike audiences provide a tremendous opportunity to significantly expand who to market your product to. Facebook’s algorithm facilitates the work of finding that new relevant audience that closely matches the people already either interested in your products or have purchased your products.
Have any questions about lookalike audiences on Facebook? Use the messenger icon on the screen or shoot me an email.