Similar audiences: an effective weapon for your web marketing strategy
Posted: Sun Jan 05, 2025 9:21 am
When you run web marketing campaigns via Google Ads or Facebook Ads, you have the option of basing your efforts on specific audiences . The simplest solution to define your target is to choose a geographic area, socio-demographic characteristics (gender, age, relationship and family status, etc.) and interests or habits (sports, fashion, nature, travel, etc.). The choice is endless and generally comes from identifying your buyer personas (imaginary characters representing your different target groups).
However, whether on Google or Facebook, you have the option of using what is called "similar audiences", or "Lookalikes". A much more effective method which consists of letting Facebook or Google find individuals who resemble an audience that you have defined beforehand (either a custom audience or the people who follow you on Facebook for example). A technique which brazil phone number list allows you to effectively increase your conversion rate, as well as your turnover.
custom audiences
Before talking about similar audiences, let's talk about the most common source of these: custom audiences. They allow you to go further than targeting by socio-demographic criteria or interests since they consist of reaching individuals who already have a link with your company : visitors to your website, customer or prospect list, users of your mobile application, people who have interacted with your publications, etc. All these types of custom audiences can then be reused to create your similar audiences . For example: I import the list of my customers into Facebook Ads or Google Ads and save it as a custom audience, I then decide to reach users who are similar to them, through advertisements.
Facebook pixel and audience analytics
As seen previously, it is common and highly recommended to use the data collected from your site in order to reuse it for advertising. Whether on the social media giant or the search engine giant, you therefore have the possibility of easily installing a "Pixel" or "script" on your site in order to track and record all the actions carried out by visitors on the latter. This is then linked to your Facebook Business Manager or Google Ads account. It will then be very useful for retargeting ( = reconnecting with a person who has visited a particular page of your site for example), but also for creating similar audiences.
Similar audience and its benefits
As we mentioned earlier, it is possible to advertise by targeting people by demographic criteria and interests. This method offers random performances because it requires an extremely in-depth knowledge of your target clientele and can lead to errors. The advantage with the similar audience is that Facebook or Google will do this work for you and they may be able to identify criteria that you would not have thought of .
The second big advantage of a lookalike audience is its size. Indeed, the custom audiences seen previously have the constraint of being quickly exhaustible (you will generally not have hundreds of thousands or millions of visitors on your site or in your customer list). This is why lookalike audiences will intervene and reach a much larger number of users.
To create a lookalike audience on Facebook:
You determine the target source. For example: you select the custom audience that corresponds to visitors to your site in the last 30 days.
You then choose a country such as France.
Finally, you select a size for your lookalike audience by moving the gauge from 1 to 10%. For example: you decide to reach 1% of individuals who most resemble your source target in France, which will represent approximately 350,000 people (out of the 35 million French people registered on Facebook).
Of course, the larger you want to make your lookalike audience, the fewer similarities there will be with your source target.
increase your conversion rates
It's proven that opting for similar targeting generally allows you to have more relevant results on your ads and therefore increase your conversion rates. This is a powerful technique often used in web marketing and lead acquisition campaigns. Indeed, users who more or less resemble your customers or people who are interested in your products and services are more likely to lead to a conversion.
Combined with other types of relevant campaigns, Facebook Ads and Google Ads similar audiences are powerful marketing tools that are worth taking advantage of.
However, whether on Google or Facebook, you have the option of using what is called "similar audiences", or "Lookalikes". A much more effective method which consists of letting Facebook or Google find individuals who resemble an audience that you have defined beforehand (either a custom audience or the people who follow you on Facebook for example). A technique which brazil phone number list allows you to effectively increase your conversion rate, as well as your turnover.
custom audiences
Before talking about similar audiences, let's talk about the most common source of these: custom audiences. They allow you to go further than targeting by socio-demographic criteria or interests since they consist of reaching individuals who already have a link with your company : visitors to your website, customer or prospect list, users of your mobile application, people who have interacted with your publications, etc. All these types of custom audiences can then be reused to create your similar audiences . For example: I import the list of my customers into Facebook Ads or Google Ads and save it as a custom audience, I then decide to reach users who are similar to them, through advertisements.
Facebook pixel and audience analytics
As seen previously, it is common and highly recommended to use the data collected from your site in order to reuse it for advertising. Whether on the social media giant or the search engine giant, you therefore have the possibility of easily installing a "Pixel" or "script" on your site in order to track and record all the actions carried out by visitors on the latter. This is then linked to your Facebook Business Manager or Google Ads account. It will then be very useful for retargeting ( = reconnecting with a person who has visited a particular page of your site for example), but also for creating similar audiences.
Similar audience and its benefits
As we mentioned earlier, it is possible to advertise by targeting people by demographic criteria and interests. This method offers random performances because it requires an extremely in-depth knowledge of your target clientele and can lead to errors. The advantage with the similar audience is that Facebook or Google will do this work for you and they may be able to identify criteria that you would not have thought of .
The second big advantage of a lookalike audience is its size. Indeed, the custom audiences seen previously have the constraint of being quickly exhaustible (you will generally not have hundreds of thousands or millions of visitors on your site or in your customer list). This is why lookalike audiences will intervene and reach a much larger number of users.
To create a lookalike audience on Facebook:
You determine the target source. For example: you select the custom audience that corresponds to visitors to your site in the last 30 days.
You then choose a country such as France.
Finally, you select a size for your lookalike audience by moving the gauge from 1 to 10%. For example: you decide to reach 1% of individuals who most resemble your source target in France, which will represent approximately 350,000 people (out of the 35 million French people registered on Facebook).
Of course, the larger you want to make your lookalike audience, the fewer similarities there will be with your source target.
increase your conversion rates
It's proven that opting for similar targeting generally allows you to have more relevant results on your ads and therefore increase your conversion rates. This is a powerful technique often used in web marketing and lead acquisition campaigns. Indeed, users who more or less resemble your customers or people who are interested in your products and services are more likely to lead to a conversion.
Combined with other types of relevant campaigns, Facebook Ads and Google Ads similar audiences are powerful marketing tools that are worth taking advantage of.