Blog Post:Facebook lookalike audiences have proven to be a very efficient way to get additional volume for your Facebook campaigns, while making sure that you are targeting audiences which are similar to your existing user base. Introduced in March 2013, Custom Audiences could then only be created based on your own CRM data by uploading encrypted telephone numbers, e-mail addresses or Facebook IDs of your customers or app users. With the introduction of lookalike audiences, Facebook took the next step by finding users among its user base that shared similar characteristics as your seed audience, and creating a new audience which you could use for targeting. While we at Adobe see a wide adoption and great returns for clients using Custom Audiences and lookalike audiences from CRM data, Facebook has continued to work on new features to further expand its lookalike audiences offering. With its latest update to lookalike audiences, Facebook now offers new ways for advertisers to tap into the world of lookalike audiences without having to upload their own CRM data. You are now able to automatically build out lookalike audiences based on your existing Facebook fans, your mobile app users or users that have visited or converted on your website.

How to create lookalike audiences

  1. Lookalike audiences from your Facebook Fans

Simply select your Fan page as a seed source to create a lookalike audience which consists of people that are similar to your existing fan base.

  1. Lookalike audiences from your mobile app users

When you have the Facebook SDK integrated into your mobile app you can already create Custom Audiences from users that have completed a certain action within your app. It’s now also possible to build lookalike audiences based on those users and find people similar to your existing mobile app users

  1. Lookalike audiences from your website visitors

Facebook recently introduced Website Custom Audiences where you can implement a Facebook tag throughout your website and automatically build out Custom Audiences with people that have visited certain areas of your website. In combination with the Facebook conversion pixel on your checkout page, you can now further expand your reach by creating lookalike audiences from users that have engaged or even converted on your website.

[caption id="attachment_7995" align="aligncenter" width="300"]Lookalike Audience Creation in Adobe Media Optimizer Lookalike Audience Creation in Adobe Media Optimizer[/caption] While these updates are already great news for advertisers, another benefit lies in the dynamic format of lookalike audiences. Where before you had to constantly upload new CRM data and create new lookalike audiences to keep your audiences up to date, lookalike audiences now automatically update when their seed audience changes. So as your number of fans, mobile app users or website visitors increases, your lookalike audiences will continuously update, making sure you are always targeting users which are similar to your seed audience.

How to get started

To get up and running with lookalike audiences, follow these three simple steps:
  1. Implement the Facebook website audiences and Facebook conversion pixel on your website and use the Facebook SDK for your mobile app
  1. Define relevant seed audiences to build your lookalike audiences from. For example only fire the website audience tag, if a user has been on your website for at least 30 seconds, making sure that you are only capturing highly engaged users (this rule can easily be implemented with Adobe Tag Manager, part of Adobe Marketing Cloud)
  1. Overlay your lookalike targeting with additional Facebook targeting options like gender, age and interests to further tailor your ads to relevant audiences.
The new lookalike audiences features are a great addition to traditional lookalike audiences and Custom Audiences and a good way for advertisers to leverage one of Facebook’s strongest targeting format while not having to use CRM data. To take part in the conversation, follow us on Twitter, @AdobeAds.
Author: Date Created:19 May 2014 Date Published: Headline:Tapping into the world of Facebook Lookalike Audiences Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/05/Adobe_Blog-Header-images_1640x920_7.jpg

Face­book looka­like audi­ences have proven to be a very effi­cient way to get addi­tional vol­ume for your Face­book cam­paigns, while mak­ing sure that you are tar­get­ing audi­ences which are sim­i­lar to your exist­ing user base.

Intro­duced in March 2013, Cus­tom Audi­ences could then only be cre­ated based on your own CRM data by upload­ing encrypted tele­phone num­bers, e-mail addresses or Face­book IDs of your cus­tomers or app users. With the intro­duc­tion of looka­like audi­ences, Face­book took the next step by find­ing users among its user base that shared sim­i­lar char­ac­ter­is­tics as your seed audi­ence, and cre­at­ing a new audi­ence which you could use for targeting.

While we at Adobe see a wide adop­tion and great returns for clients using Cus­tom Audi­ences and looka­like audi­ences from CRM data, Face­book has con­tin­ued to work on new fea­tures to fur­ther expand its looka­like audi­ences offering.

With its lat­est update to looka­like audi­ences, Face­book now offers new ways for adver­tis­ers to tap into the world of looka­like audi­ences with­out hav­ing to upload their own CRM data.

You are now able to auto­mat­i­cally build out looka­like audi­ences based on your exist­ing Face­book fans, your mobile app users or users that have vis­ited or con­verted on your website.

How to cre­ate looka­like audiences

  1. Looka­like audi­ences from your Face­book Fans

Sim­ply select your Fan page as a seed source to cre­ate a looka­like audi­ence which con­sists of peo­ple that are sim­i­lar to your exist­ing fan base.

  1. Looka­like audi­ences from your mobile app users

When you have the Face­book SDK inte­grated into your mobile app you can already cre­ate Cus­tom Audi­ences from users that have com­pleted a cer­tain action within your app. It’s now also pos­si­ble to build looka­like audi­ences based on those users and find peo­ple sim­i­lar to your exist­ing mobile app users

  1. Looka­like audi­ences from your web­site visitors

Face­book recently intro­duced Web­site Cus­tom Audi­ences where you can imple­ment a Face­book tag through­out your web­site and auto­mat­i­cally build out Cus­tom Audi­ences with peo­ple that have vis­ited cer­tain areas of your web­site. In com­bi­na­tion with the Face­book con­ver­sion pixel on your check­out page, you can now fur­ther expand your reach by cre­at­ing looka­like audi­ences from users that have engaged or even con­verted on your website.

Lookalike Audience Creation in Adobe Media Optimizer

Looka­like Audi­ence Cre­ation in Adobe Media Optimizer

While these updates are already great news for adver­tis­ers, another ben­e­fit lies in the dynamic for­mat of looka­like audi­ences. Where before you had to con­stantly upload new CRM data and cre­ate new looka­like audi­ences to keep your audi­ences up to date, looka­like audi­ences now auto­mat­i­cally update when their seed audi­ence changes. So as your num­ber of fans, mobile app users or web­site vis­i­tors increases, your looka­like audi­ences will con­tin­u­ously update, mak­ing sure you are always tar­get­ing users which are sim­i­lar to your seed audience.

How to get started

To get up and run­ning with looka­like audi­ences, fol­low these three sim­ple steps:

  1. Imple­ment the Face­book web­site audi­ences and Face­book con­ver­sion pixel on your web­site and use the Face­book SDK for your mobile app
  1. Define rel­e­vant seed audi­ences to build your looka­like audi­ences from. For exam­ple only fire the web­site audi­ence tag, if a user has been on your web­site for at least 30 sec­onds, mak­ing sure that you are only cap­tur­ing highly engaged users (this rule can eas­ily be imple­mented with Adobe Tag Man­ager, part of Adobe Mar­ket­ing Cloud)
  1. Over­lay your looka­like tar­get­ing with addi­tional Face­book tar­get­ing options like gen­der, age and inter­ests to fur­ther tai­lor your ads to rel­e­vant audiences.

The new looka­like audi­ences fea­tures are a great addi­tion to tra­di­tional looka­like audi­ences and Cus­tom Audi­ences and a good way for adver­tis­ers to lever­age one of Facebook’s strongest tar­get­ing for­mat while not hav­ing to use CRM data.

To take part in the con­ver­sa­tion, fol­low us on Twit­ter, @AdobeAds.