What marketers need to know


If you’ve ever been an ad serving manager for a business, I bet you’ve wondered how to get a cold audience to engage with your ads. This is the age-old problem with online advertising.

With Facebook ads, one of the best ways to target a cold audience that is likely to interact with you is to use lookalike audiences.

Don’t worry if you’ve heard of this concept, but are a little worried about getting the process started. I know I thought the process would be more complex when I was working in an agency. Lucky for us, it’s actually very simple.

Below, let’s learn everything you need to know to get started with Facebook-like audiences.

So how does it work?

How does Facebook create lookalike audiences?

Well, Facebook will look at your personalized list of people (called a source audience), then match emails with those Facebook profiles, then find users with similar interests or from a similar demographic.

With a Lookalike Audience, you can reach a cold audience that is highly targeted (reaching only the top 1% of people who most match your Custom List) and more likely to convert than other audiences because they are similar to your audience. warm.

When you create a Lookalike Audience, you’ll be able to maximize your reach and improve your cost per acquisition for new prospects because you’re targeting warmer audiences.

Plus, when Facebook creates the Lookalike Audiences your ad will show for, it makes sure to exclude anyone from the source audience (the list you uploaded).

You can use multiple lookalike audiences even for a single ad set, this way your ad can show to people who are similar to your web visitors as well as your mailing list.

Now, how do you create a Lookalike Audience?

1. Go to Hearings.

The first step is to sign in to Facebook Ads. Then click on the nine dots in the left corner, then on “Audiences”.

Facebook Ads Manager Dashboard.

2. Select Create Audience and choose Similar Audience.

Now click on the blue button that says “Create Audience” and then scroll down to “Similar Audience”.

Facebook ad audiences.

3. Download your source audience.

This is where the magic happens. Now is the time to upload your custom audience source. You can upload a .txt or .csv file or choose a Facebook source. This audience source can come from:

  • A mailing list
  • Website visitors (based on a Facebook pixel that you will need to install on your site)
  • Application activity
  • A list of clients
  • Facebook sources (people who watched your videos, filled out a form, Instagram followers)

To determine which source you want to use, think about your goals. Are you trying to get new email subscribers? So maybe your mailing list would be the best. If you are trying to increase your sales, maybe you should use your website visitor list.

Either way, it’s important to think about the purpose of your ad before choosing your source audience.

Facebook audience Similar source audience.

Personalized audience source for Facebook ads.

4. Choose the country where you want to find a similar group of people.

Once you’ve downloaded a list, choose the country you want to target. This doesn’t mean that the people in your source audience have to be from that country. This is just the country or countries you want to target for the ad.

Facebook ad audience location.

5. Decide on the size of your audience.

You can now select the size of your audience. For example, if you choose 1%, the people you are targeting will include the people most similar to your similar source. If you increase the percentage, you increase the size of your audience. The larger the audience size, the less precise the corresponding details.

Facebook ad audience size.

6. Click Create Audience.

Last but not least, click on the blue button that says “Create Audience”. Audience creation can take up to a day. But once your Lookalike Audience is used, they’ll refresh every 3-7 days as long as you have ads that are currently targeting them.

Once you’re done building your Lookalike Audience, you can make even more settings by going to the Power Editor tool and choosing an age, gender, location, etc.

Before you jump into the races, however, let’s first discuss some of the requirements for building a Facebook-like audience.

Minimum Facebook Lookalike audience size

To create a Facebook Like Audience, your source audience must include at least 100 people from a single country. In addition, it is recommended that your source audience contain 1,000 to 50,000 people. You can also create up to 500 Lookalike Audiences from a single source audience.

If you’re looking to create a Facebook ad, using Lookalike Audiences is one of the best ways to target cold audiences. These audiences will be more likely to engage with your ad based on their similarities to your other audiences.

If you are a HubSpot customer, you can use HubSpot Advertising Tool to manage your digital ads, including those served on Facebook.

Facebook Strategy Guide

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