What are Google- and Facebook lookalikes?
A lookalike audience is exactly what it sounds like – a segment of people who are similar to your current customers. This means you can create a segmented list with customers that are well suited for a specific campaign, sync it to Google and Facebook, and let the platform find similar personas, that will likely find an interest in your brand!
The algorithms of both of these platforms are very powerful, which means that when you provide them with specific information about the people you are looking to target – the platforms can find users with the exact or very similar features.
Read more: Efficient traffic acquisition through bid optimization
Benefits of using lookalikes
With lookalike audiences, you can boost your customer acquisition by automatically exporting your best customers to the advertising platforms, and utilizing twin audiences. This leads to your ads are being shown to customers with higher intent and value. This type of sharper targeting can lead to higher CTR and conversion, which in turn lowers the campaign customer acquisition cost. The targeting can also lead us to find customers with better purchase power, which can improve your average order value.
Attracting new customers
Let’s say you’re a sports retailer who is looking to increase the sale of running gear products for women. Start by doing some data digging. Find out who already buys running gear from you: Where do they live? What other products do they buy from you? When was their last purchase? Search through contacts and segment down as much as you can until you’ve found your defined target audience. In this example, that audience could look like this:
- Age = Between 25-55
- CLV = Over €500
- Article group = Running
- Purchase date = Within the last 6 months
- Product of Interest = Running
The returned search results are your already profitable female running gear shoppers. Save the segment as Run Spring for example. You can now export it to Google or Facebook and create a lookalike audience. These are contacts that have all the same traits when it comes to demographics (women, age, location) and that have the same hobbies or interests listed (probably running, but could also be other sports or interests) but are currently not on the exported list from Voyado. You can assume that everyone in this newly found audience will be women, between 25-55, with some interest shown in running and that have not made a purchase from you in the last six months.
You can now decide whether to target your social media ads to your new lookalike audience only, or along with your already profitable customers.
Highly segmented lists get your marketing to the right audience every time, and thanks to the Google and Facebook lookalike sync, you are now able to reach more potential customers than ever before.
Get the guide ➔ Ad spend optimization – acquiring new customers with online ads
Get your customers’ attention back by using Google- and Facebook lookalike ads
Social ads are perfect for targeting customers who may have lost interest in your newsletter and that haven’t made a purchase in a while. An example of a search could be:
- Number of purchase occasions = 0 after 1 Jan 2021
- Number of purchase occasions = greater than 1 before 1 Jan 2021
Save the segment and export it to Google or Facebook. You can now target your social media ads to only these people if you want to. The list is updated every night, so if a customer makes a purchase they will fall out of the list and no longer see your ad.
Hashed email addresses
The synchronization between Voyado and Facebook is based on hashed email addresses. No personal information is exposed from Voyado. Google and Facebook will, for privacy reasons, only create an audience if at least 1000 contacts from your segment are matched to Google or Facebook profiles.
Learn more about Google- and Facebook lookalikes
Google- and Facebook lookalikes are part of the feature we call Online Ads in Voyado. And working with Online Ads in Voyado means you will be able to optimize who sees your ads on all these platforms:
- Google Search
- Google Display Network
- Google Shopping
You will be able to increase sales through targeted campaigns, decrease ad spend with pre-filtering and work with bid optimization. Learn more about all the benefits by requesting a demo.