so you decided to use facebook ads to promote your most recent release
and maybe even you went one step further and
didn't use link click campaigns and instead decided to use a conversion
campaign but maybe your ad costs are higher than you
want them to be maybe you have used a link click
campaign in the past and you were getting a pretty low
or reasonable cost per click and now that you've switched over to conversion
campaigns your costs are higher than you want them
to be and the question is how do you get those costs down one way
to go about that is to create a lookalike audience and in
this video i'm going to show you how to do that
what's up guys it's tom welcome back to the lab welcome
back to another video welcome back to my life today
i'm going to show you how to bring your ad costs down
by creating a look-alike audience to improve your targeting now before we
dive into it i want to give a shout out to the
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you want to save yourself some cash and you want to improve
the cost of your ad campaigns by creating a lookalike audience
well let me show you exactly how to do that
alright so we're here in facebook ads we're in the ad
campaign area and the first thing we want to do
is go to the nine little dots up here in the top left business
tools and we're gonna go to audiences it should be said while this
loads when i first started running conversion campaigns
my cost per conversion started out at almost 30 cents
which is very high and that's not sustainable at least not for me
so i wanted to figure out how to get those ad costs
down over time as i collected data on the conversions and who was clicking
through i got enough people to go through my ad to spotify or
apple music to collect enough data to create a look-alike audience
and since i've started using look-alike audiences i've gotten my
cost per conversions down to less than 10 cents which is amazing
and that's what i hope for for every single campaign to be quite honest
so now that we're here in the audience area of
facebook ad manager what we're going to do is we're going to go to
create audience you're going to go to look alike audience
and once we're here we have to select a look-alike source
and basically what this does is facebook takes this source that you choose
and finds users who are in a very small one percent of the
population all around wherever you specify that
most closely match all of the behavior and the data and
everything for the little seed that you're giving it
so you want to give it a good seed to choose from what i have done
is i have created a lot of audiences but the best one for me to use is this one
streaming conversion 14. and what this is is over the past 14 days this is
everybody who has clicked the link to go through
from my landing page to my spotify or apple music profile so they have taken
the precise action that i've wanted them to take
they click through my ad they go to the landing page and then they go from the
landing page to listen to my music and this is the behavior we want to repeat
so this is a really really good seed to give to facebook to create a
lookalike audience from we're going to select that is our lookalike source
audience location now there are a lot of different ways you can do this
one of my favorite ways to go about this is
uh just to go to google spotify territories
and where's spotify available perfect go here
and select every single one of these countries
you're going to have to put them in individually but do every single one of
these countries with the exception of india because it
will eat up your entire budget and include it in your look-alike audience
location that way you have a global spotify list of territories where
it's available to market to in this case here i'm not
going to go through the tedium of putting in every single country
instead i'm just going to go with we'll say the united states
canada if i can spell and mexico the biggest three north american
countries we'll do that and we're going to select one look-alike
audience from the drop-down because that's all we need
if i were to select more than one it's going to create subsets
i'm going to have one at one percent then i'm gonna have a second one at two
percent and so on and so forth as you select
more but we don't want that much variety what we want is the
most narrow one we can get which is one
percent this is where we get the most bang for our buck
so select one percent and then from there
i'm going to create audience and here's my new lookalike audience
it's automatically named it for me i'm going to name it
something else just so i know what it is so i'm going to change the the name from
nafta to us ca mx
and one percent streaming conversion 14 which is the seed that i'm getting this
audience from so we're going to save that and now
we wait for it to populate and as you can see
from these look-alike audiences down here that i have made
it populates out to a significant number every time depending on the area
so now that it's populating we can use it in an ad
so let's go back to the ad manager go to the
buttons at the top go to ads manager and then we're going to
create a campaign and i'm just going to walk through a small part of this
to show how you apply your look-alike audience to your new campaign
so we're going to select conversions because that's the only option you want
right now we're going to go to continue
we got new campaign i'm just going to change this because that's ridiculous
that they set it at 100 a day at least for me we're going to
go to the ad set here select a pixel select our conversion
event which we are going to go for this one
streaming conversion because we want to continue to build up that streaming
conversion that we've been using and we're just going to set this for
tomorrow
at midnight now here's where we pick our audience
we're going to go to custom audiences go here we're going to look for the
look-alike audience that we just made here it is uscamx
one percent so we're going to select that audience
get rid of that and we're going to close this out
get rid of the united states and we're just going to go worldwide and the
reason we can do that is because we've already
specified location in the look-alike audience so the look-alike audience
only is targeting the united states canada and mexico
it's not going to target anybody else outside of those countries so we can
just put worldwide we could put united states
canada and mexico in this list but worldwide is just kind of the blanket
way i do it for everything that is look lookalike
audience targeted to begin with so it's kind of a habit
we've got our audience put in we've got our location worldwide
and then from there we just fill out the rest of the ad
set as you would normally which my market
is from 18 to 44. all genders and we're gonna target people who like
spotify just to be on the safe side it's always
good to have spotify as your target no matter how
tight you've gotten your audiences keep on forcing it more narrow so you
find exactly who you want unselect detailed targeting expansion
because we don't want that and then from there you do your manual
placements you just select your stories ads as you
normally would and the rest of it comes together
like any normal ad campaign setup and that's it you can create a
look-alike audience for all of the territories like i listed or
you can do subsets which i have done as well
as you saw in the uh audience manager here let me go back to audiences and
i'll show you one of the ways that i have done it just
so i have more control over it is to create
go to this spotify territories list and then each
continent i am creating a new lookalike audience so i have oceana
south america north america europe have the new
territories that were just added from europe as a different set
just so i know how they're performing and then asia africa i have them all
split out but you could easily put them all in the same one
and that's totally cool too this is it this is how you can
really get on your way to bringing your ad costs down
now one of the issues you might run into when you are trying to create a
lookalike audience is you might give it a seed that doesn't have enough
data in it to create the audience and it will give you
a message it will kick back a message that says you need at least 100 people
in the same country to use as a source so if you get that message and you don't
have enough data keep running your ads keep running your conversion campaign
at the higher cost until you get enough people in that seed
to then create a lookalike audience for me these look-alike audiences have
dramatically lowered my cost per conversion as i said before i
went from starting at almost 30 cents per conversion to now
less than 10 cents per conversion so drastically brought the price down
and it makes my ads far more sustainable for me financially so
this is a great method to bring down the cost of your ads and promote your music
to spotify apple music everything else so that's it for this
video i appreciate you guys being here thanks for watching i hope this helps
if you want to learn more about facebook ads and marketing and spotify and all
that you can subscribe to the channel go
watch some more videos there are a couple within here you can check out
and i hope to catch you on the next one
peace