• Lookalike audiences are almost like the Holy Grail of audience creation because it's just based on data that you've already accumulated. 

• In order to create a lookalike audience, you need a data source, whether that's email lists, website custom audiences, pixel data, etc. 

• Same thing can be done with any sort of lead list, phone number lists, even the website custom audiences I talked about with engagers, visitors, so on and so forth. So in order to create a lookalike, you click on the audience you've created and in these three dots here, you click on, create, lookalike, and then you want to select the region that you want to create. 

• In the future, Instead of being able to say I only want to target the U S, or I only want to target Canada, etc. it's going to leave it to where it just creates a base audience. And then when you create your ad, you would set up the location you want to target, and it'll update the lookalike audience to reflect the location. 

• For now just type in United States and then you have these ranges here that allow you to create a variety of different lookalikes. When it's a zero to 1%, you're creating a 1% audience. When you do a zero to 2%, it creates a 2%.  So the higher the percentage, the larger the audience. Most people start with a one or 2%.   

• What Matt does is typically create 5 separate audiences: 0-1%, 1-2%, 2-3%, 3-4%, and 4-5%.  The closer to 0 the more similar or "alike" these people are to your original source, but the further away gives you additional reach.
  

• If you created a 0-2% audience, you'll of course create a larger audience but we see no reason to do this when you're better off creating 2 separate audiences (0-1% and 1-2%) where you can split-test each audience against each other.

• So when I create my lookalike audiences, I do 1-10% and then also do 1-2%, 2-3%, 3-4%, 4-5%, all the way to 9-10%. And then if you're still getting great numbers, whether it's buyers or leads or applications, whatever it may be with those different ranges you could play with the ranges later. 

• But the purpose of these lookalikes is to allow you to open up your targeting, allow Facebook to find your targets for you, and essentially bring on more people to your promotion that would not have seen it the first time, just through audience targeting. 

• And so by doing this, whether it's through interest that you had before, like your other website custom audiences, this is going to allow you to really open up that targeting and scale far more than you can ever imagine. And so, as you were hitting that point of scale and you're ready to start spending more money, definitely hit up the lookalike audience section and start creating those audiences you need in order to hit the numbers you're looking for. 

David (00:01):

Hey, everyone. Welcome back in this video. We're going to be talking about lookalike audiences. Now this is almost like the Holy grail of audience creation, because it's just based on data that you've already accumulated. So for example, we've talked about email lists. We've talked about website, custom audiences. What do you do with those? Well, you create lookalikes. So in this example, as you can see on your screen, we have email lists of buyers. These are the easiest to create lookalikes from, cause it's just preset data. Same thing can be done with any sort of lead list, phone number lists, even the website, custom audiences I talked about with engagers visitors, so on and so forth. So in order to create a lookalike, you click on the audience you've created. And in these three dots here, you click on, create, look alike, and then you want to select the region that you want to create.

David (00:51):

The look like from now, Facebook's already consolidating this. They're actually going to take away this option. Instead of being able to say, I only want to target the U S I only want to target Canada. It's going to leave it to where it just creates a base audience. And then when you create your ad, you would set up the location you want to target, and it'll update the lookalike audience to reflect the location. But as an example, we're just going to type in United States. And then you have these ranges here that allow you to create a variety of different lookalikes. You know, so when it's a zero to 1%, you're creating a 1%. When you do a zero to 2%, it creates a 2% the higher the percentage, the larger the audience. Most people start with a one or 2%. And then if the per the percentage increases because your performance is doing great, you just keep going 3%, 4% all the way to 10%.

David (01:42):

But then there's also these audiences called range lookalikes, where essentially you create what's, as you can see here, a one to 2%, and it's creating an audience that's between this gap that is relating to the audience set that you're using to create it. Now what's the difference between a 1% and a one to 2%. There's not much of a huge difference, but consider this zero to 2% here in the scroll, you can see is 4.7 million people. But yet the one to 2% is 2.39. What you're really doing is taking the half portion of that bigger 2% audience and taking those in the middle that are different from the 1% and the 2%. And it's just creating an audience that's based upon, uh, those who don't fall into that. Just 1% model or the just 2% model. Here's the funny thing. Let's say you create a 4% and then you decide to scroll this to a two to 4%.

David (02:37):

It's the same thing. It's creating the range of the people who don't fit into just the 2% or just the 4%. And it's creating an audience of that. I know it's super confusing, but funny enough, it's a very different audience than if you just created a 4% or you just created a 2%. So when I create my lookalike audiences, I do one to 10. So I do 1%, 2%, 3% all the way to then I go back and I do one to 2%, two to 3%, three to four, four to five, five to six, all the way to nine to 10. And then if you're still getting great numbers, whether it's buyers or leads or applications, whatever it may be with those different ranges you could play with the ranges later, you could do a one to 3%, a one to five or a five to 10, and take it further from there.

David (03:23):

But the purpose of these lookalikes is to allow you to open up your targeting and essentially bring on more people to your promotion that would not have seen it the first time, just through audience targeting. And so by doing this, whether it's through interest that you had before, your website, custom audiences, this is going to allow you to really open up that targeting and scale far more than you can ever imagine. And so, as you were hitting that point of scale and you're ready to start spending more money, definitely hit up the lookalike audience section and start creating those audiences you need in order to hit the numbers. You're looking for.