WebProNews

Tag: Lookalike Audiences

  • Facebook Adds New Capabilities To Lookalike Audiences

    Facebook announced some new targeting capabilities for its Lookalike Audiences option.

    Facebook launched Lookalike Audiences about a year ago aimed at helping marketers target audience segments with similar common attributes (interest, demographics) to the customers they already identified as a target audience through the Custom Audiences feature.

    Now, Facebook is letting advertisers create “lookalikes” based on people who visit their website, use their mobile apps, or connect to their Facebook Pages.

    “Say you’re an online florist that wants to reach people similar to those that made purchases on your website,” Facebook says in a blog post. “Now you can use data from your Facebook pixels (Facebook Conversion Pixel or the Custom Audiences for Websites pixel) to reach people who are most similar to people who previously made purchases on your website. E-commerce company Shopify saw a 2X decrease in cost per lead when using lookalikes of their website visitors.”

    “Perhaps you’re an app developer that’s looking to find more people to purchase car rides in your rides on demand app,” the company adds. “You can now create lookalike audiences based on people that have previously purchased taxi rides in your app and reach those audiences with mobile app ads. For many businesses, engaging customers and prospects in ongoing conversation through their Page is an important part of their marketing strategy. These advertisers can now use lookalike audiences to reach people like the fans connected to their Facebook Page.”

    Naturally, the company makes a point to note that the features are “designed to protect people’s privacy”. They give marketers access to groups of people without sharing which specific people are in those groups.

    The new features are available to all advertisers around the world in Power Editor starting today. Go to Audiences > Create New Audience > Lookalike Audience.

    Image via Facebook

  • Facebook Rolls Out ‘Lookalike Audiences’ Targeting Globally

    Last month, Facebook began testing a new targeting feature for marketers called lookalike audiences. Today, the company announced the global launch.

    The feature enables marketers to target audience segments with similar common attributes (interests, demographics) to the customers a marketer has already identified as a target audience, through the custom audiences feature.

    Lookalike Audiences

    “With lookalike audiences, advertisers (both e-commerce companies and direct response marketers) can expand their reach to specific geographic areas or audiences who are not already fans of the company’s page while still maintaining the desired demographic profile of their existing audience,” a spokesperson for Facebook tells WebProNews. “Companies using custom and lookalike audiences only know the size of their targeting groups; Facebook does not share any personal information from those audiences with advertisers.”

    “We’ve seen this new type of targeting drive a wide range of success metrics for direct response companies like Fab, including lower cost per checkout, lower cost per acquisition, larger purchase size, and faster and increased return on investment,” the company says in a blog post.

    The Lookalike Audiences tool will be available to all advertisers, in any country, from the power editor, this week.

  • Facebook Launches Lookalike Audiences Targeting For Advertisers

    Facebook is now offering advertisers a new feature called Lookalike Audiences, which enables direct marketers to target audience segments with similar customer profiles to those they have uploaded themselves with Facebook’s Custom Audience feature.

    “With Lookalike Audiences, advertisers can expand their reach to specific geographic areas or audiences who are not already fans of the company’s page while still maintaining the desired demographic profile of their existing audience using Facebook’s algorithms,” a Facebook spokesperson tells WebProNews. “When using Custom Audiences, the data is hashed so no information is shared between the advertiser and Facebook.”

    Lookalike Audiences is currently in beta in Facebook’s Power Editor tool for advertisers. According to Inside Facebook, advertisers in the beta are seeing lower costs per action than with traditional targeting options. Brittany Darwell reports:

    Lookalike Audiences can be created after an advertiser has uploaded a list of first-party data, such as customer email addresses, phone numbers or user IDs to make a Custom Audience. Facebook’s algorithms analyze the Custom Audience and produce another audience segment that is likely to have a similar customer profile. The advertiser can then create any Facebook ad type and target it to the Lookalike Audience. No personally identifiable information is shared back with advertisers and Lookalike Audiences can only be used within Facebook, not exported for email marketing or other ad targeting.

    In other Facebook ad-related news, the company has reportedly agreed to implement the AdChoices industry standard icon on its display ads served through the Facebook Exchange, following complaints from advertisers.