blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

USP is a bust… It’s all about your customer’s buying journey How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you? …
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Blog Title: Lead Generation Strategy

3 Tips for Spring Cleaning Your Lead Generation

3 Tips For Spring Cleaning Your Lead Generation Strategy When it comes to keeping things fresh for your audience there are always opportunities to refine, enhance and streamline your communication.   With Springtime fully upon us, it’s the perfect time to dust off the winter blues and freshen up the content while you evaluate what’s…
Read More
What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times? There’s a lot of speculation about what the ideal posting time is for Facebook content. There may be conflicting information about what days are the best for posting; some digital marketing agencies suggest posting on Facebook at the weekends for optimum ROI, whereas others will suggest avoiding…
Read More
Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel? What is the Facebook Pixel? Facebook Pixel is an analytics tool that helps you understand your target audience and what they’re looking for. It does this by allowing you to measure the effectiveness of your advertising by the actions people take on your website. Facebook Pixel sends you signals…
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Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads? What are Lookalike Audiences? Successfully targeting your Facebook advertising can be a tricky business, but one sure-fire way of doing it is by creating Facebook Lookalike audiences. Lookalike audiences are tools that give you the ability to find new people that are likely to be interested in…
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Best Practices for Effective Facebook Video Ads

Best Practices for Effective Facebook Video Ads

Best Practices for Effective Facebook Video Ads It pays dividends for businesses to think carefully about their Facebook advertising strategy. This is well-documented, and if they are to achieve any sort of success and ROI, a business can’t afford to advertise on Facebook blindly, without thinking about their goals, strategy, and audience. However, some of…
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Generating UTMs for Tracking Traffic

How to Build UTMs Wondering where that sale came from? Tracking is the hardest part of any marketing campaign because people don’t behave in a way that makes it easy.  We plan campaigns with a journey that looks like this:   Ad-> Landing Page -> Checkout -> Purchase success page   but the reality is…
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Paid Social Campaign Manager

Paid Social Campaign Manager Fully Remote opportunity The Job: We’re looking for a Paid Social Campaign Manager to join our UK based (but 100% remote) Advertising Agency.  If you’re a social media expert (Facebook, Google, TikTok ads!) who loves to learn, has great ideas and enjoys working with a collaborative team, then this is for…
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blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

USP is a bust… It’s all about your customer’s buying journey How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you? …
Read More
Blog Title: Lead Generation Strategy

3 Tips for Spring Cleaning Your Lead Generation

3 Tips For Spring Cleaning Your Lead Generation Strategy When it comes to keeping things fresh for your audience there are always opportunities to refine, enhance and streamline your communication.   With Springtime fully upon us, it’s the perfect time to dust off the winter blues and freshen up the content while you evaluate what’s…
Read More
What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times? There’s a lot of speculation about what the ideal posting time is for Facebook content. There may be conflicting information about what days are the best for posting; some digital marketing agencies suggest posting on Facebook at the weekends for optimum ROI, whereas others will suggest avoiding…
Read More
Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel? What is the Facebook Pixel? Facebook Pixel is an analytics tool that helps you understand your target audience and what they’re looking for. It does this by allowing you to measure the effectiveness of your advertising by the actions people take on your website. Facebook Pixel sends you signals…
Read More
Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads?

What are Lookalike Audiences?

Successfully targeting your Facebook advertising can be a tricky business, but one sure-fire way of doing it is by creating Facebook Lookalike audiences.

Lookalike audiences are tools that give you the ability to find new people that are likely to be interested in your product or service because they share similar characteristics with your best existing customers or followers.

A Lookalike audience is considered to be the most advanced targeting option for Facebook ads. Facebook audiences are divided into three “temperatures”: hot, warm and cold.

Hot audiences are those who are not only aware of what you do but have specifically visited your website, and purchased from it.

Warm audiences are similar; they have viewed your website or a product, are on your email list or are fans of your page.

Cold audiences do not yet know your brand or business.

They are your Lookalike audiences.

To create a Lookalike audience, Facebook uses an algorithm that matches attributes from your “warm” audiences as a way of reaching new people in your “cold” audience.

How to Create a Lookalike Audience

You start off by choosing a source audience, which is a Facebook custom audience created from information taken from your mobile app, Facebook Pixel or simply fans of your page. Facebook identifies the common qualities of the people in it, for example, their interests or demographics, and sends the ad to an audience of people who “look like” your source audience. Making sure that your source audience contains your best customers, rather than all of your customers, can yield better results.

You can choose your ideal Facebook ad audience size; Facebook recommends a source audience of between 1,000 - 50,000 people. Smaller Lookalike audiences will have more in common with your source audience, whereas a larger audience will increase your reach, but reduce the similarities between your audiences. You can create up to 500 Lookalike audiences from just one source audience.

Here at Digital Marketing Engine, we realise all this takes up valuable time that you could be using to run your business. We can create data-driven Facebook ad campaigns for you, to take the pressure off you and make sure you can focus on the day-to-day running of your business.

Which Lookalike Audiences Should I be Using?

There are four types of highly-effective Lookalike audiences that are worth testing in Facebook advertising.

They are:

People who have previously purchased from your site

These are people who have preferably purchased more than once, to give your Lookalike audience higher quality. This is to make sure the Lookalike closely matches the buying behaviour and interests of people who are already your paying customers.

People who have visited your website in the last 3 days

Using your website traffic is the next best step to take if you don’t have enough data for people who have previously purchased from you. One source audience that has been found to be particularly effective is made up of people who have visited your website in the last three days.

People who have engaged with your Instagram/social media in the last 3 months

A Lookalike audience based on people who have engaged with your social media recently will have buying behaviour most closely matched to your source audience. A 90-day audience has been found to be the most effective.

People who have purchased a specific product

This step is for when you are launching complementary products in your business, as it helps you create a Lookalike audience from “cold” people who are similar to customers who have previously purchased from you.

Advice from Facebook Advertising Specialists

Building Lookalike audiences is a great way to help you target your ideal customers. It’s a powerful way of taking what you’ve learnt about your best existing customers and finding new people who are potentially going to turn into your best customers too. That way, you can market and remarket to these engaged audiences with creative, well-executed Facebook ads for your products or services.

Digital Marketing Engine create bespoke, data-driven Facebook ad campaigns which will deliver you the best possible ROI on your marketing budget. Call us today to speak to our experts and find out how we can help you.

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