In the ever-changing environment of digital marketing, targeting the correct audience is critical to campaign success. Lookalike Audiences in Meta Ads is a great tool for advertisers wishing to broaden their reach by targeting new users who look like their existing customers. Lookalike Audiences help you to reach new users who have similar characteristics, behaviors, and demographics with your existing customers or audience. This quick and easy guide will show you how to create and use Lookalike Audiences in Meta Ads!
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How to Create Lookalike Audiences in Meta Ads:
Access your Meta Business Manager (Meta Business Suite)
Navigate to Audiences (under the "All Tools" menu)
Create a Lookalike Audience
📝 Note that in order to create a Lookalike Audience, you need to have at least one Custom Audience. You can create a Custom Audience based on people who visited your website, interacted with your FB page and Instagram account, your CRM list, and more. We have an article on how to create remarketing audiences in Meta Ads.
Select the Source (Custom Audience) for your new Lookalike Audience
Select your Location
Select the slice of the audience (level of similarity) for your Lookalike Audience from 1% to 10%
Save your new Lookalike Audience
📝 The percentage represents the size of the Lookalike Audience relative to the population of the selected location.
To understand the level of similarity, we will be using India as an example. The percentage means the system will take the whole population of your target location (i.e. India), and the 1% similarity means it will slice the 1% audience of India and create a lookalike audience that has similar characteristics (gender, age group, user behavior on the platform) with the source audience.
For 5% or 10%, then the system will slice 5% and 10% of the Indian Meta population that has similar characteristics to the source audience respectively. A 1% Lookalike Audience consists of the top 1% of users who are most similar to your source audience, while a 10% Lookalike Audience is larger and includes users who are less similar but still share common traits.
This is important because different countries have different populations; India has a large population, but Singapore has a small number population. A 1% audience in Singapore will be much smaller than 1% of audience in India, so keep this in mind when selecting the percentages.
How to Use Lookalike Audiences in Meta Ads:
➡️ When creating an Ad-Set, under "Custom Audiences" select the Lookalike Audiences you want to use as your ad set's targeting
📝 You can also exclude a Lookalike Audiences from your ads' targeting! This allows you to refine your targeting strategy and avoid showing ads to users who are already part of your Lookalike Audience.
Frequently Asked Questions on Lookalike Audiences in Meta Ads
What is the difference between a Custom Audience and a Lookalike Audience?
A Custom Audience consists of people who already have a relationship with your business, such as past customers or website visitors.
In contrast, a Lookalike Audience is made up of individuals who share similar characteristics with your Custom Audience but do not have a direct relationship with your brand. It is designed to help you reach potential customers who are likely to be interested in your products or services.
What kind of Lookalike Audiences should I make in Meta Ads?
Here are some Lookalike Audience that you might want to make and utilize in Meta Ads:
Lookalikes of your best, high-value customers (from customer lists)
Lookalikes of your website visitors
Lookalikes of your recent purchasers
Lookalikes of your FB/IG engagers
Lookalikes of your cart abandoners for retargeting
Lookalikes of event attendees (if you have any past events, webinars, or promotions)
What is the minimum size for a source audience?
To create a Lookalike Audience, your source audience must contain at least 100 people from the same country. However, Meta recommends having between 1,000 and 5,000 people in your source audience for optimal results. While it is possible to use a small source audience, the effectiveness of the Lookalike Audience may be limited. Generally, a larger and more representative source audience provides better results, as it offers more data for Meta's algorithms to find similarities.
Can I combine Lookalike Audiences with other targeting options?
Yes, you can enhance your Lookalike Audience targeting by combining it with other parameters such as age, gender, interests and hobbies, and behaviors. You can also create multiple Lookalike Audiences based on different source audiences (e.g., past purchasers, website visitors) and combine them in a single campaign to broaden your reach while maintaining relevance.
How can I optimize my Lookalike Audience for better results?
To optimize your Lookalike Audience, consider the following:
Use high-quality source audiences
Create multiple Lookalike Audiences from different segments of your customer base
Test different audience sizes (start with smaller percentages for more closely matched audiences)
Layer targeting with demographic, interest-based, or behavioral targeting to refine your audience further
Regularly update your source audience to ensure data freshness
Conduct A/B testing to evaluate performance
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