A Lookalike Audience is a group of new people who are likely to be interested in your business because they're similar to your best existing customers.
When you create a Lookalike Audience, you choose a source audience (such as a Custom Audience created with your Facebook pixel or fans of your Facebook page). Facebook then identifies the common qualities of the people in it.
There are two steps to creating a Lookalike Audience in the service.
- Creating or importing the Custom Audience that will be the source audience
- Creating the Lookalike Audience.
A general rule of thumb: if the source audience can be created in the service, you can create the Lookalike Audience without having to import the Custom Audience in from Facebook Ads Manager.
Step 1: Creating or Importing Your Source Audience
You can use any of the following sources as a Source Audience for a Lookalike. Each source has a "How To" on how to build the Custom Audience in the service.
- Facebook Page Likes
- Customer List (aka your Email Subscribers, etc.)
- Website Traffic (also includes Facebook Pixel Events)
- Video Viewers
- Lead Form
- Fullscreen Experience
- Facebook Page Engagers
- Instagram Business Profile
Step 2: Creating a Lookalike Audience Using the Source Audience
To recap, there are two ways to build a Lookalike Audience in the service:
- Using the "Facebook Custom Audience Lookalike" Audience Template
- Using the service Audience Template that automatically includes building a Lookalike Audience
Let's start with the first method - using the "Facebook Custom Audience Lookalike" Audience Template.
Method 1: Using the "Facebook Custom Audience Lookalike" Audience Template
After building a Custom Audience for a source audience, click on "Add New" or "Change Template" during the ad campaign creation process in the service. Then, click "Facebook," followed by "Facebook Custom Audience Lookalike." From there, select the Custom Audience you'd like to use as a source audience in the "Template Options" section:
Method 2: Using the the service Audience Template (automatically includes building a Lookalike Audience)
The service's Audience Builder feature includes multiple Lookalike Audience audience templates.
Most of them do not require you build a Custom Audience as a source audience ahead of time. If they do, you'll be able to quickly select the source audience in the "Template Options" section.
Some of these options include:
- Facebook Page Likes Lookalike
- Lookalike of People Who Engaged with Your Facebook Page
- Pixel Event Lookalike Audience
- Website Visitors Lookalike Audience
- and more.
Here's an example of how you would build the Facebook Page Likes Lookalike Audience:
Click on "Add New" or "Change Template" during the ad campaign creation process in the service. Then, click "Facebook," followed by "Facebook Page Likes Lookalike." From there, select the Facebook Page you'd like to use as a source audience in the "Template Options" section: