Facebook Lookalike Audiences
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Written By Dino Gomez
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Hey, guys, Dino Gomez here and in this video today, we’re going to be covering Facebook lookalike audiences. We’re going to show you guys a bunch of cool tricks and how to set this up properly and how to use a powerful lookalike audiences to get yourself cheaper leads or otherwise more sales with your e commerce store. Let’s get into it right now. All right, guys, on today’s video, we’re going to be talking about all about Facebook lookalike, audiences are going to walk you through the three most powerful types of lookalike audiences.
And so let’s dive into my computer and get into this training right now. All right. And so we’re over here inside of ads manager guys. And you can see since we’ve been advertising since 2009. So we’ve been the Facebook game quite a long time. We’ve reached over three million people with our ads and spent nearly three hundred thousand dollars in just this particular ad account that we own right now. Before we get into the actual look like audiences, I want to show you guys the three most powerful types of lookalike audiences, and we’ll go through them in order of the ones that are most powerful down down the list to the ones that are still powerful but not as powerful.
All right. So at number one on the list, the most powerful lookalike audience that you can create is a lookalike audience built from your buyers. All right. So these are people that have purchased things from you. All right. And so, naturally, if you’re creating a lookalike audience, what would happen is if you give Facebook a group of buyers and you tell Facebook, all of these people purchase from me what Facebook is going to do with a lookalike audience they’re going to go and find millions of other people that are just like those buyers so that you find a group of people that are more likely to also buy from you. So that’s what a lookalike audience is. It’s when you give Facebook a group of people and then you tell Facebook, hey, go find me more people just like this. That’s why it’s called look alike. All right.
And so if you the most powerful lookalike audience is when you give Facebook a group of buyers and you say, hey, these are the types of people that buy Facebook, looks at their profiles and looks at their shopping behavior online and goes, oh, my gosh, I know what those people have in common.
I’ll go find you an entire new group of people, millions of other people that are just like them, that are likely to also buy from you. And so what you want to do, the first lookalike audience you should always aim to create is a lookalike audience from buyers. We’re going to walk you through how to do that. All right. Second on the list is building a lookalike audience is from people that have become leaders. All right?
They’ve either become leaders or otherwise. If you have an e-commerce store, they made it to your add to cart page. They made it to the checkout cart page, but maybe they haven’t purchased yet. And so the reason that’s the second most powerful type of lookalike audience for Facebook ads is that these people are very close to actually buying from you. All right. So normally what happens, right, is somebody becomes a lead first and then later on, hopefully they become a buyer.
If you don’t have buyers quite yet because you’re setting up a new funnel or a new campaign, but you do have leads, that’s a great group of people to create a lookalike audience from. So in that case, you’re going to Facebook and you’re saying, hey, here’s a bunch of people that became leads that are semi interested in what we have to offer. And so then Facebook’s going to go find millions of other people likely to become a lead as well.
All right? Same goes for e-commerce. In that case, if you create a lookalike audience of people that added a product to your shopping cart but haven’t purchased yet. All right, then Facebook is going to go find more people that are likely to be interested in those same products and are likely to at least add a product to that, to the checkout cart and perhaps later we’ll go ahead and purchase. All right. Now, the third most powerful lookalike audience for Facebook ads is from website traffic.
OK, and so if you don’t have leads yet, if you don’t have buyers yet, then anybody who’s been to your website obviously has an interest in your product or service. So you can actually create a lookalikeaudience of people who have visited your website. And so we’re going to walk you through right now inside ads manager, how to actually set up these lookalike audiences. So as you can see, I’ve logged into my account. The first thing we want to do is in the top left.
We’re going to go over here to the square box here and this becomes a drop down menu. All right. We’re going to click on audiences. All right, and so we will give this just a second to load, really, when you create lookalike audience, guys, there are two steps. All right. And so we’re going to walk you through those two steps right now. Step one is to create what’s called a custom audience. All right.
This is just a group of people that you’re going to name. All right? After you have a custom audience, you can then create a look alike audience from that initial audience. All right. So right here under Create Audience, I’m going to click on a custom audience. This is step one. All right. So I’m going to create a custom audience of people. This is just a group of people. All right. Now, we have a lot of options for which we can create a custom audience from.
We can create a custom audience from website traffic. All right. That’s one of the options that we have. So people that have been to our website, we can create an audience of everybody who’s been to our website. All right. And then later, we can tell Facebook, create a lookalike audience from everybody who visited our website, because, for example, if you own a gym and you have a bunch of people that have been to your website, that Facebook’s going to find more people that are likely to visit your gym website and are most likely probably interested in fitness, then the next option that we have here, guys, is customer list.
And so we’re going to focus on this one first because it is the most powerful. All right. So I’m going to click on customer list. And what we can actually do here is we can export a list that we have of buyers or of our customers. These are people that have purchased things from us before, whether you have an e-commerce store. Right. Or whether you you actually sell some type of digital product or something online, you can go ahead and export that list that you have of customers.
That can be an email list or it can be a list with phone numbers. And what we can do is we can actually upload that list to Facebook. And Facebook is going to find those individuals on the platform and it’s going to create an audience of those people. All right. And so what you can do here, guys, is you can download what a list template looks like. All right. Because Facebook does ask you to upload a customer list and a csv or text file.
All right. So that’s step one. So I’ll show you guys an example of one of those customer what that example customer list looks like. All right. And so maybe, again, if you’re some type of brick and mortar store or if you’re an e-commerce store, you can export the names of all the emails and the first names of all the people that have bought from you. And if you have your telephone number, that’s great as well. But this is what the formatting actually looks like.
You just want to make sure it’s in a CSV format or text format. All right. And then the next thing that we can do is we can after we see this here, we can go ahead and click next. All right. And Facebook’s going to ask you, do you want to include a column for customer value? And so we will I’ll show you guys what customer value means. So basically, if, you know, if you have data on that you can export from your CRM or your merchant processor or anything else that tells you how much your customers have spent with you.
That is crazy. Crazy, crazy, powerful. All right. So let me give you an example of what that list would look like. Here’s an example of our customer list. Again, we have their name and we have I’m sorry, we have their emails and we have their phone number. All right. But maybe we actually we were able to export how much money those individuals spend with us. All right. So, again, if you own, like, a flower shop or something like that in this column here called Lifetime Value, we can list that this first individual spent 20 dollars with us, OK?
Now, again, every single store and shop in brick and mortar and so forth and e-commerce store is going to have different types of shoppers, those shoppers that just buy from you once they’re going to buy the one off item and that’s it. They never come back, then you’re going to have your super loyal fans, your super customers who buy from you over and over and over and over again. They might spend thousands and thousands of dollars with you if that’s the case.
Right. It’s really strategic to create a lookalike audience from people that spend the most money with you. All right. So rather than create a look a lookalike audience of people that only buy from you once, let’s create a lookalike audience of people that spend thousands and thousands of dollars with us. So in this case, what we have here is how much money each of these customers spent with us. Some of them, they spent twenty dollars, maybe they only bought one product then maybe another customer they spent ten dollars there’s a couple of customers in here that spent three thousand dollars or have spent forty five hundred dollars with us over the course of their customer lifetime or even seven thousand dollars. All right. So in this column, if you have this data, it is extremely, extremely a super hack to have this column of data if it is available to you. What that means is when you create a lookalike audience, Facebook is not only is not just going to find other people likely to buy, they’re going to find they’re going to go after and find people likely to spend the most amount of money with you.
They’re going to find those crazy super shoppers that buy repeatedly online. All right. So if that’s an option for you, you can have that here. If it’s not an option for you, you can just delete this column. OK, but what is the most important that you have on your customer list is either emails or cell phone numbers. If you have both, that’s even better. That means your lookalikeaudience is going to be that much more accurate.
All right. And so now that we actually have formatted and set up our actual customer list here, I’m going to say in this example, do you want to include customer value? I’m going to say no, just for the sake of this example and we’ll push next. All right. The next thing we’re going to do here, guys, is actually upload our file. All right. And so I am going to go ahead and grab this file for us here.
And click on upload. All right, so I found the file on my actual computer. All right, CSV file, it’s from people that have bought into our mastermind program for Facebook ads. So what I’m basically doing here is I’m telling Facebook, hey, here’s thousands of people that have bought into our Facebook ads program. Go find us more people that are likely to buy our Facebook ads program. All right. And so what I’m going to name this down here as just an example is Facebook ads.
Buyers are actually what our name is, our program name, Funnel Consultant Society Buyers List. II’ll just leave it like that. So I know that this audience is all the people that have purchased are actual mastermind program. All right. The next thing I’m going to do is click next and Facebook is going to tell us what they have found data wise from this list. So they say, hey, we recognize that there is a column based on emails.
That’s perfect. All right. And so there’s action needed here. So maybe we need to reformat things. What Facebook is saying is, hey, I don’t recognize what this column is about. I can tell by these names here. All right. These are all first names. All right. So I’m going to put first name there. So Facebook knows those are first names are in this column. I can tell that those are last names. So I’m going to click on last name just on helping Facebook format this here and more phone numbers. I’m going to click on phone number. All right. So now we’ve given Facebook emails, first name, last name and phone number of everybody that has purchased into our Facebook ads. All right. So now I’m going to click on upload and create. All right. Now, this is going to take just a couple of moments, depending on the size of your actual email list or depending on the size of your data list of buyers.
But Facebook already, it says, has uploaded this. And this is a sample list, guys, that I did create. Now, from here, guys, it’s very, very simple. They give you an option away from the get go to create a lookalike audience. All right. And so I’m just going to click on create a look alike audience. All right. And so what we’re doing is, again, we’re creating a list, a lookalike audience of people that have already purchased our program because we want to find more people that are likely to purchase our program right now.
And this selection here, you select the location for what you want, for which you want to create your lookalike audience. So in this example, I’m going to type in the United States. All right. That’s primarily where people buy our program. They tend to be from the United States. So in this example, I would say United States, you do have to choose by country. You can’t go by city. It is by country. All right?
The next thing I’m going to do here is you get to select your audience size. Now, what this means is zero to one percent. Those are people that are that Facebook deems to be the most closely matched to your buyer list. All right. So normally the zero to one percent lookalike audience is the strongest. These are this is two point four million people that Facebook thinks are identical to the people that have already purchased from us. OK, so I can click create audience.
Now, normally this right here is zero to one percent is going to be your strongest or your most accurate lookalike audience as you begin to scale. And we can see that there’s two point four million people in this audience as you begin to scale if you want to reach more than two point four million. And when your ads are running to your look like audience and you’re hitting all that, your target KPIs, the numbers you’re after, what you can do is extend this to one to two percent or you can set this up to two percent.
And what we do in this example is I would move this over. And this is this is a hack right here, guys. This is an extra level trick. What most people do is they create a lookalike audience if they want to go bigger from zero to two percent. And they’ll also have a lookalike audience from zero to one percent. What that basically means, though, is that you have audience overlap, OK? And so if we’re if we’re AB testing lookalike audience number one.
All right. That’s zero to one percent versus look like audience number two. That’s zero to two percent. We’re actually still targeting people that are in the one percent range. We don’t want to do that because then we’re contending with ourselves on Facebook. Our two audiences are battling against each other. So what you really want to do is, one, create this first lookalike audience of zero to one percent. So I would do that and push create audience.
That would be my first lookalike audience. Then I would move this cursor to two percent and move this zero to one percent. And now I have a completely unique two point four million other people to test. So maybe by coincidence, right. This second lookalike audience, the one two percent that are most closely matched to our buyers list performs better. All that performs really well. And we want to continue to scale and grow our ad campaign.
And what we would do at that point is I would move this cursor over to three percent and I’d say, OK, let’s at let’s target another two point four million people. Now, again, the further you go down this list towards the right, the less likely this audience is to be closely matched to your buyers list, OK, or to your original audience source. So normally, almost, almost always the zero the one percent does the best or the one to two percent.
As the best, all right, now, if you’re scaling massively and spending millions and millions of dollars on ads, then at some point you probably are going to get down to the six to seven percent range and so on. For the sake of this example, work will create an audience of zero to one percent, which is two point four million people. It tells us our estimate right here, estimated reach and we just click create audience. All right.
Now, what’s going to happen at this point is really important. Facebook is going to go ahead. It says right here. Here’s our look alike audience of people who have purchased our program. All right. It says populating. All right. So what you want to do is you want to wait until that lookalike audience is done populating before you create an ad and target that audience. Because right now, Facebook says this audience has under a thousand people.
While Facebook is really busy right now, you know, it has a crazy algorithm. Right. And has tons of data points on everybody. And so what it’s doing is searching its entire network. And it’s like, OK, we’re looking for more people that are likely to buy those Facebook ads course based on their interactions and how they browse the Internet and so forth and things that they purchased before. So we want to let this populate and the audience size is completely full.
All right. And once it once it’s done populating, it’ll say that it’s ready for action. And so that’s what you want to wait for, guys, is that it actually says ready? All right. And so, for example, down here, this lookalike audience is two point one million. All right. And so it’s ready to go. If you get a message like this that it’s populating that means Facebook is still looking for individuals to fill up that look like audience.
So make sure you wait until the populating is done. All right. Now, once you’re done with that step, guys, you can come back over to the drop down menu. You can go into ads manager. All right. We’ll walk you through that step right now. And once we get into as manager here, we can go on to create. So we’re going to actually go create our Facebook ad at this point and I’ll show you how to actually choose the lookalike audience to use in your campaign.
All right. So in this example, will go for conversions. All right. We’re going to do a conversion campaign. We have the option of doing a campaign budget optimization. We do have a training on that in this on this YouTube channel. If you don’t know a campaign budget optimization is feel free to check that out. All right. But we’ll push continue now. We’re get into the creation of now where an actual ad said where we select our targeting.
All right. And so what we’re going for is we’re going for people. We want to optimize for people that are going to be most likely to purchase our program. We want Facebook to go find people that are going to purchase our program and what we want to do as we scroll down, we’re going to target in the US rate up here under custom audiences. This is where we choose our look audience. All right. So in here we click on this and you can see right there you can click on lookalike audience.
And here it is, the lookalike audience that created people in the US that are in the top one percent of people that have already purchased our program. So we’ll click on buyers. All right. So now we’re targeting our look at audience. But you do want to exclude. So we’ll exclude anybody who has purchased. All right. So as far as I actually want to exclude people who have purchased.
So I might have an audience in here. Let’s see an audience of people that are already members. I want to exclude everybody who is already a member of my program that’s already purchased from me. And again, this will this will be different for you depending on the type of campaign that you’re running. So, for example, if you’re running an e-commerce store, you don’t necessarily want to exclude other people that a purchase because there’s a chance that they might want to repurchase.
So it depends what you’re selling. If people if you’re on a program or something and people only buy from you once exclude everybody has already purchased from you as far as you don’t want to target people that have already purchased from you, because that doesn’t make sense. You’ll be wasting money on somebody who’s already bought from you. All right. But in this example, we’ll leave that out. So now we’re targeting our lookalike audience. You can go ahead and get more specific if you want with with these targeting details.
But for the most part, you can leave everything the way it is because Facebook is already using its algorithm. It’s crazy, wild, powerful algorithm to find another group of people, a lookalike audience of people that are most similar to your buyers. All right. And so that is how you set up a lookalike audience guys. Those are the three ways to do it will walk you through again. If you just come back into audiences, we’ll walk you through another example of how to create a lookalike audience based on website traffic.
All right. And so, again, if we know if we look at the screen here, we know lookalike audience from buyers are the most powerful, but maybe we don’t have a list of people that are bought from us yet because we have a new product, a new store or a new funnel. All right. In that case, we can build a lookalike audience from people that have become leads or that have gone to our website.
All right. And so let’s take a look at what that looks like. So in here, again, the two step process, right, is to begin to click on create audience and then customer audience. All right. So first, we have to create a our primary audience from which Facebook. A look alike audience, so this time I’m going to select website for website traffic, all right. And Facebook wants me is going to ask me, do you want to create an audience of all of your website visitors?
All right. Now, that might be an option for you. Or if you want, you can use this drop down menu and you can say, hey, I want to create a lookalike audience of people who have visited specific pages. All right. And so in this example, I am going to grab a particular URL. And everybody who has been to this page I know is a lead. It has become a lead. I know that we already have their email.
And so in this example, I’m building to lookalike audience from leads, people that have already signed up to my email list. All right. And so what I will do is say, hey, Facebook, anybody who has visited this page in the last you can choose the time rates 30 days. I want to create an audience of this hour. And so that might be we have an email list of twenty five thousand people. All right. And so that might be in the last 90 days, we might have had five thousand people join our email list.
So what Facebook is going to do is they’re going to say, wow, these five thousand people are really interested in training. We’re going to go find millions of other people likely to be interested in Dino’s training. All right. And so if you want, you can do it. You can create, look, audiences based on people that have been to your website. The other cool thing that you can do. Guys, this is another bonus tip for you is you can do people who have visited specific Web pages or visitors by time spent.
All right. So, for example, we’ll say visitors by time spent to specific Web pages. All right. So let’s just say that you own like F45 Gym, like you own like a gym or something like that. All right. Maybe you own a gym, maybe on a real estate business or whatever it is. OK, so maybe your realtor in this example, guys, and here is your website right here. All right. Now what you can do is you can take the URL of your website and in inside of Facebook here, when you’re creating your audience, you can say, hey, I want to target people who have visited our home page of our website.
And here’s the thing, though. Something’s in a buying cycle. Some people are really, really excited to buy. They’re like ready to buy at any moment in time. And in other cases, people are just browsing. So they’re at the top of the funnel. They’re not that interested for a realtor. There’s some people that are ready to buy this instant. They’re ready to buy a new home right now. And in other cases, they’re they’re planning to buy a home.
Like years later, they still might visit your website. So what we can do is we can say, hey, anybody who’s been to the home page of our website, we only want to create an audience of the top twenty five percent of those people. All right. So in other words, the people that have spent the most time on our website, we want to target that top twenty five percent. We want to create an audience of them.
They’re the ones most likely to buy. And they’re spending the most time looking at houses and listings on our realty website because they’re getting really close to buying a website so we can create an audience them. So I’ll just say top twenty five percent viewers of our real estate home page. All right. And so these are the people that are really close to wanting to buy a home because they’re spending more time on our website. They’re looking at our website.
Now, you might get a message that this is too small depending on the industry that you’re in. But anyways, in this example, I’m going to walk you through this. So I’m going to push, create audience. Now, from here, I can create a lookalike audience. All right. So what that means is on our website, maybe we have ten thousand people that visit our website. Of those ten thousand twenty five hundred of them spend like 30 minutes on our website looking at all the different houses.
Facebook is going to find those twenty five hundred people that were on our website looking at houses for half an hour. And when we create a lookalike audience, it’s going to find other people that are likely to spend a lot of time viewing houses on our website. And so that is the power of look like audiences. There’s a million different ways to do it. So from here, I would push create lookalike audience and I would follow the same process as in step one.
All right. And so there you have it, guys. Those are three of the most powerful lookalike audiences that you can use for Facebook ads to recap what you really want to do. First and foremost, if possible, is create a lookalike audience from buyers, people that have already purchased from you. Second, you want to create a lookalike if that’s not available. Second, you want to create a lookalike audience from people that have become a lead or otherwise.
If you’re an e-commerce, they have added a product to cart. They’re getting really close to purchase. All right. And if you don’t have leads and if you don’t have buyers, the next best option is to create a lookalike audience from people who have visited your website. All right. So there you guys have it. Those are three of the most powerful lookalike audiences you can create for a Facebook ad campaigns that’s both for commerce and for brick and mortar.
Local businesses are for digital product sales. All right. If you have any questions about this particular training, guys, feel free to drop a question below in the comments.
I do my best to read every single question and respond to everybody. So feel free to drop a question. Also, if you think there’s another cool lookalike audience tip that we should be aware of. Please feel free to drop that clip below. Otherwise, guys, Dino Gomez here. I hope this training was helpful.
Be sure to hit the subscribe button. We will come out with two or three new videos every single week and we will see you guys in the next training.
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