Facebook Lookalikes

facebook Tutorial

Create Powerful Lookalike Audiences on Facebook With Oribi’s Events

Create Powerful Lookalike Audiences on Facebook With Oribi’s Events
Facebook’s Lookalike Audiences help you find your new best customers. Based on a group of converting visitors you define - your seed audience - Facebook finds a large audience with similar characteristics. This feature is one of the strongest targeting options on Facebook and usually results in higher conversions at lower costs.
While a source audience can be based on a list of email addresses or an event on your website, event-based audiences are much more scalable, update automatically, and have a match rate of 100% - unlike emails, which often cannot be connected to a certain Facebook user. Exporting events from Oribi to Facebook will give you access to a large variety of events, without having to touch code. This will enable you to effortlessly create new types of Lookalike audiences and find the top-performing ones.

Choosing the Right Events is Essential

If you build a source audience based on an event, you give Facebook a minimum of 100 visitors who performed a desired event, after which Facebook will find you similar people: your Lookalike audience. The closer your defined event matches your key business goals, the better the Lookalike audience will be. For example, a Lookalike audience based on visitors who have purchased an item will be much stronger than a Lookalike audience based on visitors to your Homepage. You can get very creative here - for example, you could define a source of visitors who purchased more than $1,000 or who have performed any of your key goals.
This tutorial shows you how to choose the right Magic Events and export them from Oribi to your Facebook account and create powerful Lookalike audiences on Facebook and Instagram. It also lists a few audiences we recommend for different industries.

Create Lookalike Audiences with Oribi’s Events

Step 1:
Select the Magic Events you want to use for your Lookalike audiences.
We recommend creating a few Magic Events to test. Your source audience needs a minimum of 100 unique visitors. Facebook recommends creating a source audience with at least 1,000 visitors for the best results. If your main goal has a smaller count, try to map other highly meaningful events, such as starting the conversion funnel, visiting key pages, or engaging with the selected content.
Tip:
Use events that represent high intent to help Facebook find the best audience for you. For example, a Lookalike audience based on visitors who added items to their basket or requested a demo will perform much better than a Lookalike audience based on visitors to your Homepage. Also test smaller events. Visitors who log in with Google or who use an iPhone may turn out to be much more likely to purchase and can be a great source for a Lookalike audience.

Step 2:
Export your events to Facebook.
Once connected to your Facebook Ads account, you can export any Magic Event in Oribi under Manage Magic Events. Here’s a step-by-step guide.
Step 3:
Build the source audience.
Every Lookalike audience is based on a source audience, or seed. It’s a group of your visitors who have performed a desired action on your website which helps Facebook to find a similar audience for you.
  1. In your Facebook Business Manager, go to Audience > Create Audience, and choose Custom Audience.
    Facebook Custom Audience
  2. Choose Website as your source to access your custom conversion.
    Facebook Custom Audience Website
  3. Select the custom conversion you would like to define your source audience with.
    Facebook Custom Audience Rules
Tip:
The closer the number of days is to 0, the more recent the converting visitors. If you have a big enough audience, try reducing the number of days.

4. Click Create Audience.
Facebook Custom Audience - create audience
Step 4:
Create a new Lookalike audience.
Once Facebook has collected a minimum of 100 visitors who performed the exported event, you will be able to create a Lookalike audience with it.
Once you export an event from Oribi to Facebook, Facebook will start collecting data for this event. In many cases, you will need to wait a few days, sometimes even weeks, before it gets to a count of 100 and you can use it to create a Lookalike audience. We recommend exporting a few events at the same time to get each one to the minimum count faster. That way, you can start testing the first event that reaches 100 visitors. Once you’ve built your Lookalike audience, it will be updated automatically and continue to grow as Facebook tracks more data for the event(s) included.
  1. Go to Audiences > Create Audience, and choose Lookalike Audience.
    Facebook Lookalike Audience
  2. Under Select Your Lookalike Source > Other Sources, select the custom audience you have created.
    Facebook Lookalike Source
  3. Define the Audience Location.
    Facebook Lookalike Location
    Tip:
    To keep your source audience big enough, try to map several countries, such as all English-speaking countries, all European countries, or all North-American countries.
  4. Select your Audience Size. This is your tool to play with in order to reach a big enough source audience. The smaller the percentage, the more closely the Lookalike audience will match your current users. The higher the percentage, the bigger the total number of people.
    Facebook Lookalike Size
    Tip:
    We recommend starting with 1% as it will be closest to your converting visitors. Once you want to scale up, you can start increasing the percentage, but start slowly and keep testing.
  5. Click Create Audience.
    Facebook Custom Audience - create audience

Step 5:
Test your Lookalike audience.
Create a new campaign to test your Lookalike audience. Use an existing creative for your test to get clear results.
Facebook Lookalike Audience Test
Tip:
As a rule of thumb for the budget, we recommend allocating 10x the cost of the goal. For example, if a signup costs you $50, start testing with a $500 budget.

Step 6:
Roll it out.
Once you have found a strong Lookalike audience, you’re ready to start using it for your main campaigns.
Tip:
If you have a specific audience, such as visitors who have viewed a certain product category or read certain blog posts, try to test highly targeted content.


Best Practice: Audiences By Industry

This is a list of common retargeting groups by industry.


eCommerce:
  • Visitors who have purchased an item
  • Visitors who have added any item to their cart
  • Visitors who have viewed a specific product category
  • Visitors who have viewed any product page
  • Visitors who have signed up for the newsletter
SaaS:
  • Visitors who have started paying
  • Visitors who have started the trial
  • Visitors who have created an account
  • Visitors who have requested a demo
  • Visitors to the Pricing page
Real Estate:
  • Visitors who have booked an appointment
  • Visitors who have filled out the contact form
  • Visitors who have created an account
  • Visitors who’ve had more than 2 sessions on your site
  • Visitors who have viewed properties
Medical:
  • Visitors who have completed the form
  • Visitors who have read any product or service page
  • Visitors who have had more than 2 sessions on your site
Travel / Events:
  • Visitors who have completed a booking
  • Visitors who have visited the booking page
  • Visitors who have created an account
  • Visitors who have visited any events/travel page
Services:
  • Visitors who have booked a service
  • Visitors who have filled out the contact form
  • Visitors who have visited any services page
  • Visitors who have had more than 2 sessions on your site
Education / Online Training:
  • Visitors who have enrolled in a course
  • Visitors who have started to fill out the form
  • Visitors who have created an account
  • Visitors who have viewed a specific course category
  • Visitors who have viewed any course category