What are they?
A Custom Audience from a customer list is a type of audience you can create made up of your existing customers. You can target ads to the audience you've created on Facebook, Instagram, and Audience Network. You upload, copy and paste or import your customer list, then Facebook uses the hashed data from it to match the people on your list to people on Facebook.
You can create the following custom audiences:
Use a customer file to match your customers with people on Facebook and create an audience from the matches. User data will be hashed prior to upload.
Create a list of people who visit your website or view specific pages.
Create a list of people who have taken a specific action in your app.
A Lookalike Audience allows you to reach new people who are likely to be interested in your business because they're similar to people who already are. When you create a Lookalike Audience, you choose a source audience (Custom Audience, pixel data, mobile app data, or fans of your Page).
AdRules has a special feature called Lookalike Groups that allows you to easily group multiple Lookalike audiences together. These effectively become saved audiences so you can set targeting parameters with a single click during the ad build process. The Lookalike groups will target your ads to people who are in any of the selected Lookalike Audiences.
Create lookalike audiences at the campaign, ad set, and ad levels. AdRules allows you to create individual and range of percentages up to 20%. Advertisers can ask Facebook to find the top 1% (optimize for similarity) or 20% (optimize for greater reach) of users in a specific country who are similar to your most valuable audiences. Input a custom name for your Lookalikes based on what your seed audience represents (ie, “Best Customers”). At this time, you can only create a Lookalike based on one source Country at a time.
How do they work?
Choose the Lookalike type in the “Audience Selection” drop down menu.
If you choose “Range of Percentages”, you can select 1-6 ranges under “Number of Audiences”. You can adjust these sliders to your liking. You can create a set of Lookalike Audiences to bid differently for audiences you value differently.
The audiences you create are non-overlapping, so you don't have to exclude other audiences that are more or less similar. In this example pictured, three audiences are created:
- The most similar audience (0%-1%)
- The second most similar audience (1%-3%)
- The least similar audience (3%-6%)
If you choose “Individual Percentages”, you can move the slider to select from 1% to 20% Lookalikes (left: decrease, right: increase).
The percentage chosen indicates the portion of Facebook users who are most similar to your seed audience, expressed as a percentage of total Facebook population (by country). For example, a 1% Lookalike in the U.S. typically has a reach of about 2 million people (20 million for a 10% Lookalike). The lowest percentage audiences have lower reach, but also have the highest degree of similarity to your seed audience.