Facebook Adds New Capabilities To Lookalike Audiences

Chris CrumMarketing & Advertising

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Facebook announced some new targeting capabilities for its Lookalike Audiences option.

Facebook launched Lookalike Audiences about a year ago aimed at helping marketers target audience segments with similar common attributes (interest, demographics) to the customers they already identified as a target audience through the Custom Audiences feature.

Now, Facebook is letting advertisers create "lookalikes" based on people who visit their website, use their mobile apps, or connect to their Facebook Pages.

"Say you’re an online florist that wants to reach people similar to those that made purchases on your website," Facebook says in a blog post. "Now you can use data from your Facebook pixels (Facebook Conversion Pixel or the Custom Audiences for Websites pixel) to reach people who are most similar to people who previously made purchases on your website. E-commerce company Shopify saw a 2X decrease in cost per lead when using lookalikes of their website visitors."

"Perhaps you’re an app developer that’s looking to find more people to purchase car rides in your rides on demand app," the company adds. "You can now create lookalike audiences based on people that have previously purchased taxi rides in your app and reach those audiences with mobile app ads. For many businesses, engaging customers and prospects in ongoing conversation through their Page is an important part of their marketing strategy. These advertisers can now use lookalike audiences to reach people like the fans connected to their Facebook Page."

Naturally, the company makes a point to note that the features are "designed to protect people's privacy". They give marketers access to groups of people without sharing which specific people are in those groups.

The new features are available to all advertisers around the world in Power Editor starting today. Go to Audiences > Create New Audience > Lookalike Audience.

Image via Facebook

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.