Being a social media fanatic, one can never ignore the need for advertising on Facebook, a platform which has driven 60% of social shopping sessions in 2013. Lately, facts have proven that Facebook as an advertising platform has been understated and under-used.
With a variety of ad-types from the pool, it is difficult to define a starting point. And between this diversity of kinds, a small mistake in terms of defining the appropriate target audience can drill numerous holes in the pocket of the marketers. But one specific type of advertising has still gone unnoticed in the eyes of promoters; a kind which is easy to use and has yielded exceptional results in conversions – Custom and Lookalike Audience.
What are Custom and Lookalike Audiences?
Lookalike audience is amongst the most simplified advertising solution available on Facebook. The targeting possibilities and segregation focuses on people who would be interested in your business and have similar preferences like you present customer base.
By using Custom Audience, we can narrow down to creating a lookalike audience that targets people in-line with our present Custom Audience list. The rationality behind Lookalike function is to accumulate and widen the customer spectrum with a preferentially similar audience. Custom Audience helps streamline audience in terms of fan acquisition, site registration, off-Facebook purchases, coupon claims and brand awareness with a focus on one country at a time.
Facebook has an automated list generation feature which will tap your present audience base and will replicate it with people belonging to similar strata with respect to personal preferences and demographics. The feature deems to be a safe option when it comes to optimising campaign targeting.
How Are They Useful?
Using the Customized Audience feature, advertisers are able to create a duplicated audience bank based on their website visits, their mobile app preferences, or their Facebook connections as opposed to the old school practice of creating a data bank based on CRM data like emails, phone numbers, and user Ids. The expanded targeting options will give advertisers more opportunities to scale their campaigns while maintaining a fair amount of control over targeting.
Here’s the rundown of the new options:
Similar to website purchasers: Uses data from either the Facebook Conversion Pixel or the Custom Audiences for Websites pixel to reach people who are similar to those who previously made purchases on an advertisers’ website.
Similar to Mobile App users :Creates lookalike audiences based on a data of people who have used a particular mobile app with a precise functionality, such as people who’ve downloaded songs from their music app or have made purchases via a shopping app in the past.