What's up, you guys Jason Wardrop here and in today's video i'm gonna break down
Facebook's lookalike audiences share some different pro tips and secrets
And share some behind the scenes of what I actually do of how I leverage
The facebook look like audiences now for those of you guys brand new here and you're like, what is a facebook lookalike audience?
Basically, it is a way that you can leverage facebook's algorithm and say let's say you have your website visitors
Let's say you have 5 000 people that have visited your website
Well, you can tell facebook
Hey, I want you to create an audience of people similar to that look like these types of people
So what facebook does is they leverage their algorithm and they find kind of like, okay. What's the average age? What's maybe the gender?
What type of online behavior do they have and they create this massive audience? So if you have a one percent look-alike audience, it's typically
2.2 million people
They look like those 5 000 people who have already visited your website
And the same thing goes for anyone that has become a lead
Anyone that has made a purchase from you anyone that's engaged with your facebook page
And so you kind of see the different levels of intent. So if someone's visited your website, that's one thing right that's an action
They showed interest at least enough to click
Then if they've opted in and become a lead
That's a little bit higher intent and then if somebody's actually made a purchase with you
That's kind of like that next level higher intent and then depending on your products
You could have some lower ticket items and if they buy those items maybe you know, okay
They showed some intent because they went and took out their credit card
But then on top of that someone buys a higher ticket item a thousand five thousand ten thousand
Dollars, that's a lot higher value customer. Okay
So the way you go through and create these is when you're on your facebook ads manager
you come over here to this new business tools and i'm showing you guys this i'm shooting some of these videos new because
Um facebook's recently changed their whole advertising platform. And so I wanted to give you a better tutorial
Of how to access all this stuff. So you click over here
It used to be up here in the top and then we'll come down to the audiences. Just click on that. I'm already here
But we'll have this refresh here. Just one second. And then from here we can go through and create a custom audience
So i've done this on previous videos, but you can create a custom audience of the website visitor
So that's leveraging facebook's pixel and say hey anyone's visit my website. I want to create an audience of those or customer lists
So people that become leads maybe they bought a product from you people who have watched a video
So you've got all of these different ways to go through and create a custom audience
And then from here once you've actually gone through and created the audience
What you can do is create what's called a look-alike audience
now if you're in the real estate space like I
Am there's also ones that are called special ad audience and that is related to the special ad category
selecting housing
So a lot of times you have to go through and still use those
To make sure that you're getting all of your ads approved so you can see i've got down here
I've got look-alike audiences. I've got special ad audiences. I've got all this stuff in this account right here
So then we want to go through and create a lookalike audience and i'm going to show you guys here in just a second
Not only how to create it, but the look like audiences I use and how I go through and create my campaigns
and leverage these different look like audiences because there's some different strategies to go through and use
That are important for you to take note here. So come over here create an audience go to lookalike audience or special ad audience
Whichever one
um, so like look like audience that's kind of more the broader term for most uh,
Most businesses that don't need to go through and use that special ad category for housing
And then you select the source so you go through okay
Are you gonna make it based off of the pixel event or you know the lifetime value?
That's a really cool one because if you go through and pull your data from let's say stripe
Anyone who's bought something from you?
Then you can say okay. This person's only spent seven bucks or ten bucks with me
But this one's spent five thousand or ten thousand dollars with me and so facebook's able to see what customer profile
What value of money they've actually invested into your business and then kind of weight it on a scale of you know?
The higher intent person versus the lower intent, so that one's one. I absolutely love
So let's just say we want to go through and do that
Then we select a country, which usually I start out with the united states
Boom right there and then we can click create a one percent
So this one is a lot more similar to your exact audience
Or you can go through and create a two percent three percent and you can see this number grows
As we go through and create a bigger audience right here, okay
Now I usually like to start out with just like a one percent look like audience
And then you can even come over here and say I want to create three different audiences
So a zero to one percent zero to two percent and zero to three percent right there type of audience
And then you just click create audience. Okay
So jumping over here. I just wanna show you guys
What I typically do is I do a one percent look-alike audience of my lifetime value
Okay, kind of like I was explaining a little bit earlier
um
It weights customers differently based on how much they've actually spent with you over the lifetime of their interaction with your business
And then I like to do a one percent look like audience of all my buyers. Okay, so this would be
very similar because it'll be similar people, but it'll be a little bit different in the sense of how
Facebook weights it with their algorithm based on how much they've actually invested with you
And so I like to go through and do that and sometimes I even like to sort out my buyers
into people that have bought specific products
So like one of my core offers is a thousand bucks. I usually like to go through and say, okay
These are all the people that have bought this thousand dollar ticket item and then I have other products that maybe you know 200 500
And so I can go through and split those out and so it just kind of creates a little bit of a variation
in those products
But if you want to go through and just throw them all in if you don't really have a ton of volume
I would highly recommend just kind of throwing all of your buyers together
Now what I mean by a ton of volume if you have like less than three to 500 buyers total
I'd probably just lump them all in now
If you've got thousands of buyers of each product, you could probably go through and create, you know
a look-alike audience based off each and every product but if you're kind of like at the beginner level I would just
Lump it all together
Okay, because it's gonna give you a lot better data then a one percent lookalike audience of your website visitors your page engagement
This is one a lot of people miss out on and as far as retargeting campaigns go
This is one of my favorite targeting placements anyone who is engaged with your facebook page
That means they maybe like your facebook page. They've liked a comment
Or a post or they've commented on a post or anything like that
So that's usually a pretty big audience and it's it's kind of like a step before people visiting your website
But the nice thing is on facebook. They've seen the name of your page
They've seen your profile picture and so it's a really warm audience that you should really be making sure that you're hitting
Okay
And then as far as this goes, depending on what type of data you collect when you generate a lead
I usually will separate these out because i'll usually have all my leads which would be just like email addresses
and then I separate those out from my phone numbers because usually
This list is about 50 percent bigger
Usually i'll get about 50 percent of people actually giving me a phone number because I make it optional
But I create all these different
Inside of the facebook audience, uh manager right here. Okay, and then what i'll do also
Let me just go like this really quick
I'll actually do this for the two percent look like audiences as well and what this does is just cast a much bigger net
Now your one percent look like audiences are going to perform better
But the two percent that's going to be able to allow you to create bigger audiences which facebook loves
And when you're going through for a pretty like massive scale
Like once you're starting to get in the few thousand dollars per day spend range five thousand dollars in scaling up
You want to get into the two percent and then even maybe three percent look like audience range
Okay, because it just it broadens it out you get millions of people in there
Now as far as how we actually leverage these right here
back in the day
What I would do is I would go through and I would have one ad set and i'll show you this here in a second
I would have one asset targeting the lifetime value one doing the buyers one doing the website visitors
And you can still do that. I still do that
Sometimes I usually mainly if I just single one out. I just mainly single out the one percent lifetime value
But what I like to do now, let's just come over here to the ads manager
And let's go through and create a campaign right here
So if we come in here and let's say we're going to do let's just do a conversions campaign
Just to get to the next level
And let me i'll show you the campaign budget optimization here in a second
But if we come over here
To let's just say we're targeting for this conversion event right here
When we come down to the audiences what you could do
is just come over here and like I said go to look like audiences and just do like let's say
What I like to do is single out sometimes the one percent
Lifetime value. Where is it right there the one percent lifetime value
however, one thing that's nice just because you get a little bit of a variation between your lifetime value all of your buyers all of
Your leads your phones all that and those different audiences
So they're about 2.2 million each what I like to do
A lot of times is actually stack these so what I would do is come over here and I have all my website visitors
Right there the last 180 days. Okay, and then I have all the phone numbers and then come down here
What other I got all my buyers, that's what that abbreviation stands for
Um, then i've got over here my facebook page engage
So all these ones i'm just telling you I like to go through and stack them and the nice thing about this
Is it gives facebook a larger audience to work with?
And facebook's algorithm as I mentioned a number of times in the past on this channel, they like these bigger audiences
And then what i'll do is because typically whenever i'm doing like a one percent look like audience i'm going for pure cold traffic
So, I don't want anyone that's already engaged with my facebook page
I don't want any website visitors. I want any leads to be seen these ad audiences
Because then it kind of mixes in with my retarding campaigns, so i'll actually come in here
And I will exclude i'll go to the custom audiences i'll exclude so you can see this right here 66 000 people
I'll exclude that right there. I'll exclude the phone numbers. I'll exclude the web visitor
I'll exclude all these people that are in my warm audience, so i'm not double dipping on that advertising
Okay
Because I want this to be a very very cold campaign so I could see how my ads work to a cold audience
And then once I go through and create this campaign, I will duplicate it
And so i'll name this something like my one percent
Look like audience
Stacked something like that
Okay, and then I will duplicate it and then i'll do my two percent look like audience stack so then i'll come down here
And when you're going to a two percent look like audience, it's usually about a 4.4 million
So it's about 2.2 million people for every one percent you go out
So now i'll continue to exclude all these warm audiences
And then i'll go over here and i've got my two percent look like audience there my two percent facebook page engage
My two percent lifetime value my two percent phone numbers all buyers
So you go through and you do that and so now it's a little bit broader audience. It might not perform as well
But it helps you when you go through and really start scaling your facebook advertising
All right
So anyway guys if you have any questions on the look like audiences or even the special ad audiences, basically
The special ad audiences. If you're in the real estate space, it's kind of the same thing as look like audience
It's just it's compliant with facebook, right?
so you go back and you actually choose this special ad category and do housing or the financial one or whatever your uh,
Whatever space you're in but those are some pro tips as far as how to leverage
These look like audiences is going through and just stacking this data
So you get this massive audience and then you're able to go through and test out on a larger scale
So anyway guys, I hope this was helpful. If it was go ahead give it a thumbs up
Also if you're brand new here
Make sure you subscribe hit that notification bell
I launch new videos every single week on how to generate more leads make more money and grow your business
So with that said guys, thank you so much for watching and I will see you in the next video