Lookalike Audience: Fantastic Audiences and Where to Find Them

How Much Do You Trust the Machine Learning and Artificial Intelligence Systems?

Me, myself and I, and the rest of the Blubit crew... well, yes, let’s say we trust them A
LOT, to make an understatement (our job wants us to trust them WITH NO LIMITS, to tell the truth…).
This is why I do consider Lookalike Audiences as my favourite ones.
“A similar audience allows you to reach new users, who might be interested in your business because they share similar characteristics with your best customers.”
Put in a nutshell: lookalike audiences are perfect to work from a prospecting point of view on a REALLY TARGETED audience, more precise than that created on the base of some interests only.

Content Index

  • What Are Lookalike Audiences and How Do They Work?
  • How To Create a Similar Audience
  • How To Use Lookalike Audiences
  • Latest News From the Lookalike World

What Are Lookalike Audiences and How Do They Work?

Ok, let’s curb our horses and take a few steps back: before telling you about their purpose and how much I personally love them, it is time for me to explain to you a few things about Lookalike Audiences.
LALs (acronym for Lookalike Audiences) are a tool advertisers can use to create specific audiences on Facebook, LinkedIn, TikTok and so on.
They are created by advertisers starting from an Origin Audience, being created itself from a Custom Audience, with the latter having a coverage of at least 100 users coming from the same country.

SPOILER ALERT
Sometimes, for someone, this limitation is no longer active!

Once the origin audience is selected, i.e. once you have decided what kind of users you want the audience you are creating to be similar to, you can go on with the configuration process.
Basically, starting from an origin audience, Facebook and its algorithm identify the links in the user group selected, seeking then the users showing those specific (similar) signatures in the LAL group.
Even though the minimum size of the origin audience is 100 users, it is highly recommendable to work starting from more numerous resources, let’s say audiences between 1,000 and 50,000 users.
Both little and too extended origin audiences risk generating imprecise data, causing this Powerful Tool to become less incisive.

How To Create a Lookalike Audience

Now that it is crystal clear what LALs are, let’s get down to proper business… and work!
Lookalike audiences can be created both in the “Public” area of the Business Manager and directly while creating campaigns.
We, being tidy and super-organised people, definitely go for the first option.
As my math teacher used to say, back in my high school days, the Conditio Sine Qua Non (literally, the Latin form for Condition you cannot be left without) to proceed is that you are the administrator or the advertiser of the account, page, pixel, app and the rest of the world you want to consider as your origin audience.
The steps are:

  1. Choose your origin audience (a Custom one)
  2. Choose its size (similarity rate from 1% to 10%)
  3. Choose the number of groups of lookalike audiences you wish to create (from 1 to 6)

3 and 4 are steps to be decided while creating your LAL. By choosing a more restricted audience you have the chance to reach users who are more similar to your starting group. By increasing your audience size the potential coverage is enhanced instead, at the expense of the quality of the contacts reached.
So, the real question here is not how to create a lookalike audience, but how to choose what to use best!

How To Use Lookalike Audiences

First of all… a spoonful of creativity and a bit of strategy!

I am sorry to disappoint you (I guess you are bursting out into tears now, so I feel like I will pat you on the shoulder to comfort you), but there are no certain rules to follow in order to lead you to get super-customers on the double… Not even by using the LALs we described in this column.
If your fate is to look for the universal solution to all problems potentially caused by Facebook Business Manager well… I am sorry but I am not the one who will be solving those.
A careful use of Lookalike Audiences can help you enhance the quality of your targets and so of your campaigns, even though they are no guarantee of success.
In order to create campaigns giving remarkable conversion results it is necessary to make some tests and set your creativity free. Of course, it is also necessary to take some other aspects into consideration, such as the fact that the origin audience needs a size included between 1,000 and 50,000 users and that a Lookalike Audience can be considered small if up to 3% of this size.

Here are my three top pieces of advice to use Audiences reasonably (actually what follows is very personal, sort of holy maybe… anyway, just use these pieces of advice wisely):

  1. Don’t be stubborn on a single LAL: always consider the funnel stages you are covering and what actions you would like to make your audience do. If you are using it for a campaign dedicated to the upper part of the funnel, it does not have to be so “limited”. Wasting the lookalike sphere of your best customers for an interaction campaign is never a good choice.
  2. Work strategically and focus on goals: create custom audiences for every conversion action of your campaigns (not only for the ones dedicate to the lower parts of the funnel) and, when ready, use them to make your groups bigger by following a Prospecting attitude
  3. If you do not want to work on very broad audiences, or in general you want your LALs to meet other requirements, make them more and more specific, focusing on detailed targeting too.

Find your holy rules too, which you will be called to question and correct time after time!

Latest News From the Lookalike World

As we know, Facebook loves changes, in these times even more!
Here comes the latest news (almost latest news, because it is about functions which have been released gradually in the last few weeks).

  1. Up to a few days ago it was NECESSARY to indicate the country name of the Lookalike Audience. Now the country name is automatically inserted instead, with countries, and places in general, added in the ad groups. Same stuff, isn’it? Actually… nope, there is a slight difference!
    Without the need to insert the origin country manually, it becomes faster to reach out to the minimum size of the audience, above all for all businesses working on different customer lists and countries.
  2. It is now possible to select the option called “Lookalike Audience Expansion”.
    This procedure is similar to what happens with the Detailed Targeting process. After setting your profiled Facebook audience, Facebook might answer you like: “Trust me, flag here and I will find people with nothing to do with what you told me beforehand… but it works, I swear, and you’ll be pleased with the goals you’ll achieve!”
    Then you, being a reasonable and trustworthy person, flag the “Detailed Targeting Expansion” option.
    “Lookalike Audience Expansion” is pretty much the same thing and proposes your ad to users not included in your LALs as well, in order to enhance your performances on Facebook.
    By the way, a useful reminder:
  • “Lookalike Audience Expansion” is available for conversion campaigns and app-installation campaigns
  • It does not modify targeting details based on position and demographic data (such as age, gender and language) or exclusions.
  • It is not available in case of a lookalike audience based only on a custom audience created by a customer list.

My opinion? Well, to me and all of us, trustful people, this function does look GOOD but to be taken with caution and, above all, this column has become too long… so, who knows if in the future the sequel of this FANTASTIC story will be released or not!
So, according to tradition, it is now time to say goodbye with a quote, this time by the American writer Mary Lou Cook:
“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.”

And from Blubit’s social department, once again, that’s all! See you next time!

Claudia


 
 

Lookalike Audience: Pubblici fantastici e dove trovarli

Quanta Fiducia hai nel sistema di Machine Learning e nell’Intelligenza Artificiale?

Io – e il resto della ciurma Blubit – MOLTA, per usare un eufemismo [proprio da contratto siamo tenuti ad averne ILLIMITATA]. 

Sarà per questo che le Audience Lookalike (Pubblici Simili, per i puristi della lingua), sono una delle mie cose preferite.

Da manuale
: “Un pubblico simile ti consente di raggiungere persone nuove che potrebbero essere interessate alla tua azienda perché presentano caratteristiche simili ai tuoi migliori clienti.”

In poche parole: sono perfetti per lavorare in Prospecting su un pubblico SUPER IN TARGET, più preciso di quello creato ”semplicemente” sulla base di qualche interesse

 

 

Cosa Sono le Audience Lookalike (o Pubblici Simili) e come funzionano?

Occhei occhei, freno l’entusiasmo e faccio qualche passo indietro: prima di raccontarti a cosa servono e quanto io ne sia grande estimatrice, forse, in effetti, è il caso ti spieghi cosa sono i Pubblici Simili. 

I LAL (d’ora in avanti li chiamiamo anche così) sono uno strumento per la creazione di Pubblici specifici messo a disposizione degli inserzionisti. 

In questo specifico caso parliamo di Facebook, ma li puoi trovare anche sulle piattaforme pubblicitarie di Linkedin, TikTok, eccetera. 

Vengono creati dagli inserzionisti a partire da un Pubblico di Origine – creato da un pubblico Personalizzato – purchè questo abbia un’estensione di almeno 100 unità [utenti] provenienti dallo stesso Paese.

<img draggable= SPOILER ALERT <img draggable=  

Per qualcuno questo vincolo del Paese non esiste più!

Una volta selezionata l’origine del pubblico, cioè una volta stabilito a che tipo di tuo utente vuoi che assomigli l’audience che stai creando, puoi procedere con la configurazione. 

In sostanza, a partire da un pubblico di origine, Facebook [l’algoritmo] individua le correlazioni interne al gruppo di utenti selezionato, per poi andare a ricercare utenti che presentino quelle stesse [simili] combinazioni di caratteristiche nel gruppo LAL.

Nonostante, come dicevo qui sopra, la dimensione minima dell’audience di origine sia di 100 unità, è Fortemente Consigliato lavorare partendo da fonti più abbondanti, cioè da pubblici di dimensioni incluse tra le 1.000 e le 50.000 persone. 

Un’origine poco consistente, così come una troppo popolosa, rischia di fornire dati poco precisi, facendo perdere di efficacia il nostro Potentissimo Strumento.

 

Come si Crea un Pubblico Simile?

Adesso che è chiaro a tutti cosa sia un LAL, passiamo alla parte operativa!
I pubblici simili si possono creare sia nell’area “Pubblico” del Business Manager, che direttamente in fase di creazione della campagna.
Noi, che siamo persone ordinate e organizzatissime, lo facciamo nel primo modo.

[Come amava dire la mia prof. di matematica al liceo] La condizione Necessaria – ma non sufficiente – per procedere, è che tu sia amministratore o inserzionista dell’account pubblicitario, della pagina, del Pixel, dell’App e del resto del mondo che vuoi utilizzare come origine del pubblico.

A questo punto i passaggi sono:

1 Scegli il tuo pubblico di Origine (un Pubblico Personalizzato)

2 Scegli le dimensioni del pubblico (il grado di somiglianza: da 1% a 10%)

3 Scegli il numero di gruppi di pubblici simili che vuoi creare (da 1 a 6)

I punti 3 e 4 possono essere decisi in fase di creazione del tuo LAL, scegliendo un pubblico più stretto avrai la possibilità di raggiungere utenti più simili al tuo gruppo di partenza, mentre aumentando la dimensione del pubblico aumenterai la copertura potenziale a scapito della qualità dei contatti raggiunti.

La vera domanda qui non è come fare a creare un pubblico simile, ma come scegliere cosa usare! Quindi…

 

Come si USANO i Lookalike Audience?

Con un po’ di creatività e strategia!

Mi spiace deluderti [immagino tu stia per versare tutte le tue lacrime, quindi ti do una pacca sulla spalla per consolazione], ma non esistono delle regole bibliche e assolute da seguire che ti porteranno ad avere CLIENTI SUPER… Nemmeno utilizzando i carissimi LAL!  

Se il destino ti ha portato qui in cerca della soluzione universale a tutti i mali del Business Manager, purtroppo io non sono la persona che te li risolverà.
L’utilizzo attento dei Pubblici Simili ti può
aiutare a migliorare la qualità dei tuoi target, e quindi delle tue campagne, ma non sono una garanzia di successo

Per questo, tenuto conto di alcune generiche, come il fatto che il pubblico di origine deve avere dimensioni incluse tra le 1.000 e le 50.000 persone, e che un Pubblico Simile si può considerare di dimensioni contenute fino al 3%, per creare delle campagne che Convertano è necessario fare qualche test e liberare la creatività. 

Ecco i miei tre consigli +1 [o meglio, le mie personalissime, sacrissime e variabilissime regole – fanne buon uso] per un uso ragionevole delle Audience: 

1 Non accanirti su un singolo LAL: considera sempre le fasi del funnel che stai coprendo, e quali sono le azioni che vorresti fare compiere al tuo pubblico. Se lo stai utilizzando per una campagna di fase alta, non serve che sia “strettissimo”, né sarebbe utile “sprecare” il lookalike dei tuoi migliori clienti per una campagna di interazione.

2 Procedi in modo strategico e ragiona per obiettivi: crea i pubblici personalizzati per ogni azione di conversione delle tue campagne (non solo per quelli di fase bassa) e, quando sono pronti, utilizzali per allargare i tuoi gruppi in Prospecting.

3 Se non vuoi lavorare su pubblici “troppo ampi”, o in generale vuoi che i tuoi LAL soddisfino ulteriori requisiti, rendili ancora più specifici lavorando anche con la targetizzazione dettagliata.

+1 Trova le Tue regole sacre, che dovrai mettere in discussione e rivedere ogni volta!

 

Ultimissime Novità nel Mondo dei Lookalike!

Come sappiamo, a Facebook Piace Cambiare (semicit.), in questo periodo particolarmente! 

Ecco quindi due notizie dell’ultima ora [o quasi, perchè sono funzioni che stanno venendo rilasciate gradualmente e io le ho praticamente da oggi, qualcuno invece magari già da qualche settimana]. 

1 Se fino a qualche giorno fa era NECESSARIO inserire il Paese del nostro Pubblico Simile, adesso verrà utilizzato direttamente il Paese, o in generale i luoghi, utilizzati nei gruppi di inserzione. Capirai che cambia, mi dirai… E invece no, un pochetto cambia!
Soprattutto per tutte quelle realtà che lavorano su elenchi clienti e Paesi diversi, non avere il vincolo di inserire il Paese di origine, rende più rapidi i tempi di raggiungimento delle dimensioni minime del pubblico.

2 Per i LAL è ora possibile selezionare l’opzione “Espansione del pubblico simile”.
In pratica, così come si fa per la Targetizzazione Dettagliata, che dopo che hai settato tutto il tuo profilatissimo pubblico Facebook ti dice qualcosa tipo “Dai retta a me, tu flagga qui che io ti butto dentro gente che non c’entra molto con quello che mi hai detto ma ti giuro funziona e ti faccio raggiungere gli obiettivi”.
Allora tu, da persona ragionevole e fiduciosa quale sei, attivi l’opzione Espansione della targetizzazione dettagliata. Ecco, con l’espansione del pubblico simile è la stessa cosa, e per migliorare le performance Facebook proporrà la tua inserzione anche a persone che non sono incluse nei tuoi gruppi di LAL.

A proposito di questa ultima Novità, bisogna ricordare che  

  • L’espansione del pubblico simile è disponibile per le campagne di conversione e di installazione dell’app. 
  • Non modifica le specifiche della targetizzazione basata sulla posizione, la targetizzazione basata sui dati demografici (come età, sesso e lingua) o le esclusioni.
  • Non è disponibile nel caso di pubblico simile basato esclusivamente su un pubblico personalizzato creato da un elenco di clienti.

Cosa ne penso? Che a noi fiduciosi questa funzione PIACE [ma con la dovuta cautela] e [soprattutto] che questo articolo è diventato troppo lungo quindi chissà in futuro ci sarà il sequel di questo FANTASTICO racconto!

Quindi, per rispettare le tradizioni e chiuderla con una citazione, la saggista Americana Mary Lou Cook disse: 

Creatività è inventare, sperimentare, crescere, rischiare, infrangere regole, fare errori e divertirsi.

Dal Reparto Social oggi è tutto, a voi in studio:

Claudia

 

Lookalike Audience: Fantastic Audiences and Where to Find Them

How Much Do You Trust the Machine Learning and Artificial Intelligence Systems?

Me, myself and I, and the rest of the Blubit crew... well, yes, let’s say we trust them A
LOT, to make an understatement (our job wants us to trust them WITH NO LIMITS, to tell the truth…).
This is why I do consider Lookalike Audiences as my favourite ones.
“A similar audience allows you to reach new users, who might be interested in your business because they share similar characteristics with your best customers.”
Put in a nutshell: lookalike audiences are perfect to work from a prospecting point of view on a REALLY TARGETED audience, more precise than that created on the base of some interests only.

Content Index

  • What Are Lookalike Audiences and How Do They Work?
  • How To Create a Similar Audience
  • How To Use Lookalike Audiences
  • Latest News From the Lookalike World

What Are Lookalike Audiences and How Do They Work?

Ok, let’s curb our horses and take a few steps back: before telling you about their purpose and how much I personally love them, it is time for me to explain to you a few things about Lookalike Audiences.
LALs (acronym for Lookalike Audiences) are a tool advertisers can use to create specific audiences on Facebook, LinkedIn, TikTok and so on.
They are created by advertisers starting from an Origin Audience, being created itself from a Custom Audience, with the latter having a coverage of at least 100 users coming from the same country.

SPOILER ALERT
Sometimes, for someone, this limitation is no longer active!

Once the origin audience is selected, i.e. once you have decided what kind of users you want the audience you are creating to be similar to, you can go on with the configuration process.
Basically, starting from an origin audience, Facebook and its algorithm identify the links in the user group selected, seeking then the users showing those specific (similar) signatures in the LAL group.
Even though the minimum size of the origin audience is 100 users, it is highly recommendable to work starting from more numerous resources, let’s say audiences between 1,000 and 50,000 users.
Both little and too extended origin audiences risk generating imprecise data, causing this Powerful Tool to become less incisive.

How To Create a Lookalike Audience

Now that it is crystal clear what LALs are, let’s get down to proper business… and work!
Lookalike audiences can be created both in the “Public” area of the Business Manager and directly while creating campaigns.
We, being tidy and super-organised people, definitely go for the first option.
As my math teacher used to say, back in my high school days, the Conditio Sine Qua Non (literally, the Latin form for Condition you cannot be left without) to proceed is that you are the administrator or the advertiser of the account, page, pixel, app and the rest of the world you want to consider as your origin audience.
The steps are:

  1. Choose your origin audience (a Custom one)
  2. Choose its size (similarity rate from 1% to 10%)
  3. Choose the number of groups of lookalike audiences you wish to create (from 1 to 6)

3 and 4 are steps to be decided while creating your LAL. By choosing a more restricted audience you have the chance to reach users who are more similar to your starting group. By increasing your audience size the potential coverage is enhanced instead, at the expense of the quality of the contacts reached.
So, the real question here is not how to create a lookalike audience, but how to choose what to use best!

How To Use Lookalike Audiences

First of all… a spoonful of creativity and a bit of strategy!

I am sorry to disappoint you (I guess you are bursting out into tears now, so I feel like I will pat you on the shoulder to comfort you), but there are no certain rules to follow in order to lead you to get super-customers on the double… Not even by using the LALs we described in this column.
If your fate is to look for the universal solution to all problems potentially caused by Facebook Business Manager well… I am sorry but I am not the one who will be solving those.
A careful use of Lookalike Audiences can help you enhance the quality of your targets and so of your campaigns, even though they are no guarantee of success.
In order to create campaigns giving remarkable conversion results it is necessary to make some tests and set your creativity free. Of course, it is also necessary to take some other aspects into consideration, such as the fact that the origin audience needs a size included between 1,000 and 50,000 users and that a Lookalike Audience can be considered small if up to 3% of this size.

Here are my three top pieces of advice to use Audiences reasonably (actually what follows is very personal, sort of holy maybe… anyway, just use these pieces of advice wisely):

  1. Don’t be stubborn on a single LAL: always consider the funnel stages you are covering and what actions you would like to make your audience do. If you are using it for a campaign dedicated to the upper part of the funnel, it does not have to be so “limited”. Wasting the lookalike sphere of your best customers for an interaction campaign is never a good choice.
  2. Work strategically and focus on goals: create custom audiences for every conversion action of your campaigns (not only for the ones dedicate to the lower parts of the funnel) and, when ready, use them to make your groups bigger by following a Prospecting attitude
  3. If you do not want to work on very broad audiences, or in general you want your LALs to meet other requirements, make them more and more specific, focusing on detailed targeting too.

Find your holy rules too, which you will be called to question and correct time after time!

Latest News From the Lookalike World

As we know, Facebook loves changes, in these times even more!
Here comes the latest news (almost latest news, because it is about functions which have been released gradually in the last few weeks).

  1. Up to a few days ago it was NECESSARY to indicate the country name of the Lookalike Audience. Now the country name is automatically inserted instead, with countries, and places in general, added in the ad groups. Same stuff, isn’it? Actually… nope, there is a slight difference!
    Without the need to insert the origin country manually, it becomes faster to reach out to the minimum size of the audience, above all for all businesses working on different customer lists and countries.
  2. It is now possible to select the option called “Lookalike Audience Expansion”.
    This procedure is similar to what happens with the Detailed Targeting process. After setting your profiled Facebook audience, Facebook might answer you like: “Trust me, flag here and I will find people with nothing to do with what you told me beforehand… but it works, I swear, and you’ll be pleased with the goals you’ll achieve!”
    Then you, being a reasonable and trustworthy person, flag the “Detailed Targeting Expansion” option.
    “Lookalike Audience Expansion” is pretty much the same thing and proposes your ad to users not included in your LALs as well, in order to enhance your performances on Facebook.
    By the way, a useful reminder:
  • “Lookalike Audience Expansion” is available for conversion campaigns and app-installation campaigns
  • It does not modify targeting details based on position and demographic data (such as age, gender and language) or exclusions.
  • It is not available in case of a lookalike audience based only on a custom audience created by a customer list.

My opinion? Well, to me and all of us, trustful people, this function does look GOOD but to be taken with caution and, above all, this column has become too long… so, who knows if in the future the sequel of this FANTASTIC story will be released or not!
So, according to tradition, it is now time to say goodbye with a quote, this time by the American writer Mary Lou Cook:
“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.”

And from Blubit’s social department, once again, that’s all! See you next time!

Claudia

  

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