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Lookalike Audiences

Target people who look and act like your most established customers.

Lookalike Audiences (LAL) is a dynamically generated audience type which allows you to expand targeting off of your Custom Audiences.  Lookalike audiences analyses data that can be from, but not limited to:

 

  • Existing Custom Audiences
  • Campaign or Ad Set/Ad Group conversions
  • Conversion data from pixels


 From this data, the social publisher will build an audience based off of users with similar characteristics.

Note: Some social publishers have different naming for this type of audience.
Note: The requirements for building out a LAL vary by social publisher.  The full example covers LAL upload for Facebook.  At the end of the article is the process for additional social publishers.

 
 How to build a Facebook LAL
  1. Navigate to Library
  2. Click on Audiences 
  3. Click "+ New Audience" on the top right 

CA_NewAudience.png

 

     4. Select "Lookalike" from the list of Audience types 

LAL_Selection.png

    5.  Input the following information:

  • Source Type:  Choose from 'Existing Audience, 'Facebook Page' or 'Campaign/Ad Set Conversion' 
  • Account:  Select the Ad Account
  • Name: Label the name of your LAL audience. 
  • Bulk Options:  This allows you to create a unique audience per geo-location or a single audience with locations grouped.
  • Locations:  Select the geo-locations desired to target.
  • Reach%: This allows you to optimize your audience(s) for similarity or greater reach.  You have to declare a numerical range (1% - 20%).  The lower the range will equate to an audience that is closely matched to your Custom Audience in that particular country or group of countries.  The greater the range will increase the reach of the audience, the tradeoff being that the match is less precise. 

Building LAL for other Social Publishers 

Steps 1-4 are identical and dont need to be repeated.  When entering in the data for the audience does the requirements differ.
 

Pinterest
 

Note: Pinterest refers to Lookalike Audiences as 'Actalike Audiences' 

CA_Creating_LAL_Pinterest.gif

 

Input the following information:

  • Type:  Select 'Actalike Audience'
  • Account:  Select the Ad Account
  • Name: Label the name of your LAL audience. 
  • Description:  Describe the audience.
  • Source Audience:  Select the pre-existing audience to base your Actalike Audience off of.
  • Country:  Limited to United States or Canada.
  • Percentage%: This allows you to optimize your audience(s) for similarity or greater reach.  You must drag the slider to make your selection.  The lower the range will equate to an audience that is closely matched to your Custom Audience in that particular country or group of countries.  The greater the range will increase the reach of the audience, the tradeoff being that the match is less precise. 


Snapchat

CA_Creating_LAL_Snapchat.gif

 

Input the following information:

  • Type:  Select 'Lookalike Audience'.
  • Account:  Select the Ad Account.
  • Name: Label the name of your LAL audience. 
  • Description:  Describe the audience.
  • Retention Window:  This sets how long users will remain within the audience.  You can set the window up to 180 days.
  • Source Audience:  You can select pre-existing Snapchat custom and engagement audiences.
  • Country:  Select the country.
  • Affinity: This allows you to optimize your audience for similarity, reach or balanced. 'Similarity' will equate to an audience that is closely matched to your Custom Audience in that particular country or group of countries.  'Balanced' increase the reach of the audience, the tradeoff being that the match is less precise.  'Balanced' is an mixture of 'Similarity' and 'Reach'.

 

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