In the first scene of the first Indiana Jones movie, Raiders of the Lost Ark, Dr. Jones has to replace a golden idol with another object of similar weight and size so that he does not set off a series of ancient traps that might prevent his escape. The object he chose to replace the idol with was a bag of sand, and, suffice it to say, it did not work. Had he an object that was more precisely similar, he may have found himself a safe exit, though it may have provided a far less exciting introduction to the film.
What Indiana needed was a look-a-like; something that very closely resembled what he sought out. Perhaps if he had a Facebook account, or at least the internet, he would have been able to find one.
You see, fellow marketing adventurers, Facebook offers us with a way to create Lookalike Audiences. Maybe we can’t make replica golden idols, but we can easily and quickly expand our marketing outreach with just a few clicks.
A Lookalike Audience provides a way to take the guessing out of ad targeting and is especially useful for those of us who already have a strong base audience, or even those who want a quick and legitimate expansion of their target audience.
Facebook Advertising can be a powerful tool with just the basic targeting options, but it might feel like there is still a core group of your potential audience that you are not reaching. Instead of running multiple test ads on sample demographics, try to let the data rich Facebook network develop a custom audience.
To create a Lookalike Audience, you just go to the Ad Tools bar and select Audiences. You may have already created a few custom audiences based on people who have made purchases through your site or even just an email list. Facebook can create a Lookalike Audience based on one of your already existing custom audiences, on conversion pixels, or just from your fans. This new group will have similar interests and take similar actions to your already existing audiences.
You can also change the size of the audience by determining how broad or specific you would like the similarities to be. For any type of business, retail, B2B, or even adventuring archeologists who can’t find the right museum to buy their new find, this is a hugely useful tool. You can expand your reach, find new leads, and bring new customers closer to sales.
If you feel like you are missing out on a chunk of your potential audience, then improving your Facebook Advertising through Lookalike Audiences might be the key for you. Don’t get rolled over by the giant boulder of slow audience growth (sure, this might be stretching the Indiana Jones thing, but we’re better at marketing than movie metaphors, we promise).