What is lookalike in digital marketing?

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Targeted communication is one of the pillars of digital marketing . Producing specific content for specific audiences is what makes your online advertising actions more assertive, bringing better results at lower costs. Therefore, investing in lookalike campaigns can be a great option for your company.

Used mainly on Facebook Ads (also valid for Instagram) and Google Ads , lookalike audiences allow you to take advantage of social media algorithms , search tools and information from your databases to send targeted ad campaigns to the right target audience.

Learn about this marketing tool and how it can bring more customers to your business.

What is lookalike?
Before talking about campaigns using lookalike , we need to understand what they are.

Lookalike means “similar to”, “lookalike”, in English. So, as the vk database suggests, lookalike audiences are audiences with characteristics similar to those of your customers or potential customers.

For example, let's say you want to create a targeted ad on Facebook and need to know the best audience to send it to. If you have a list of your company's customers in Excel, you can send it to Facebook, indicating that these are people who usually buy your products or services.

Facebook will analyze the data and look for users who have a similar profile. This way, your ad will impact people with characteristics that are closer to those who already buy from you, which increases your chances of getting new customers from this audience.

What types of campaigns can you run using lookalike audiences?
Typically, campaigns with lookalike audiences , or similar audiences , occur on social networks and on Google . See some possibilities for segmenting your communication assertively.

Facebook and Instagram Ads

Facebook Ads and Instagram have some very interesting lookalike campaign features , which range from using lists of customer emails and qualified leads to interactions on the profile. Check out some of them!

Customer lists: you can upload an Excel list with your customer data to Facebook. Then, when segmenting your ad audience, you can select a percentage of the segmented audience (ranging from 1% to 10%) to be made up of users with similar characteristics to the people on the list. We suggest starting with 1% to test whether this lookalike really brings results;
Lead lists: similarly, you can also upload a list with information from people who have left their contact details and shown interest in your product or service. However, we recommend only including the most qualified leads , who are already in the last stages of the marketing funnel . In general, lookalike audiences impacted by this strategy tend to bring fewer results than those from customer lists;
Page interactions: you can also use as a reference for creating lookalike audiences who performed specific types of actions on your Instagram or Facebook profile: sent messages, watched your videos for longer, engaged more with your posts, visited your profile, clicked on a button, etc. The logic is the same: the platform will analyze the profile of these people and send ads to similar audiences;
Facebook pixel events: The Facebook pixel is a code that is activated every time someone visits your website. Its function is to monitor the visitor's actions, showing which buttons they clicked, which pages they visited, how long they stayed, whether they added products to the cart, reached the payment page, among others. You can use people who performed a certain action as a reference for your lookalike campaign . For example: reached the payment page.
Google Ads
Google Ads also allows you to upload lists with information about your most valuable customers or leads , to speed up learning the tool and improve the results of different types of campaigns on the platform. Check it out!

Search Network and Shopping tab (product carousel): optimizes Cost Per Click (CPC) bids and speeds up the platform's learning process, based on the information you provide about your audience;
Gmail: Allows you to display personalized ads in the top tab of your inbox, in emails from current customers or leads and other potential consumers who have similar characteristics;
YouTube: makes your YouTube Ads campaigns more assertive, so that they reach users with similar characteristics to your most important customers or leads;
Display Network: allows you to create personalized ads, which will be displayed on Google partner sites, also for current or potential customers (with similar characteristics);
PMax for Retail: Google's new advertising platform , which allows you to create a single campaign that will be optimized and automated for all other platforms (search network, display, YouTube, shopping, Maps, etc.), allows you to use customer lists to edit the algorithms and speed up Google's learning process.
In addition to uploading lists from your own company, advertisers can use Google remarketing lists as a reference for lookalikes . These lists are made up of people who have already purchased from your website, visited your page, left their contact details or performed any type of action you wanted.

Simply create a remarketing list on Google with all the customers who generated conversions and select this target audience when scheduling your search network campaign .

Google will analyze the behavior of the people on the list, see which searches they perform most frequently, and display your ads in the results of similar searches.

Let’s say you have a clothing store and you’ve created a remarketing list of people who clicked on the “Buy” button. So, you decide to create an ad targeting a lookalike audience , using this list as a reference. If people on this list usually search for “summer dresses”, for example, Google Ads will display your ad among the results for this keyword .

The best part is that Google continues to monitor these Internet users and changes its strategy as their behavior and the types of searches they perform change.

Want to boost your sales with lookalike?
Count on Fizzing. We are an advertising, digital marketing and 360 ° communication agency with experts in Google Ads , Facebook Ads , Instagram Ads and targeted ad campaigns.

Count on us to build and enrich your lookalike lists , create segmented campaigns and optimize your digital marketing actions, bringing better results.