I bet you’ve fallen down the alluring rabbit hole of lookalike audiences once or twice, with little to no return on your investment.
And chances are you’ve ended up crying over your keyboard with a punnet of ice cream at 3am staring at the poor results that are glaring back at you from your screen…
No? Only me? Moving on.
It can be hard to grasp what exactly it is that you are doing wrong and how to fix the issue. In this blog post I’m covering how to make the most of your lookalike audiences by avoiding these three mistakes. *(necessary?)
First of all, what ARE lookalikes?
Lookalike audiences are exactly what they sound like: A collection of audiences generated that are similar to the leads or audiences that you have uploaded to Facebook (think newsletter email lists, or pixel leads from your website).
Take for example, a newsletter list about a store that stocks womens gothic fashion between the ages of 20 – 40. Load that email list into Facebook, create a lookalike, and Facebook generates OTHER people into an audience that are also between 20 – 40 who like women’s gothic fashion.
Sounds glorious, right? Having all those similar potential leads at your fingertips? It can go badly, so keep reading on how to avoid (and rectify!) those mistakes.
Mistake #1: Relying solely on lookalike audiences alone
It’s almost too easy to end up stuck in a lookalike trap, where all you are doing is using various lookalike audiences without generating new leads to use. Lookalike, after lookalike, after lookalike…
Work off this idea for too long and you run the risk of your audience becoming stale, resulting in lost profitability and missing out on those new leads that want to gobble your products and content right up!
Mistake #2: Your lookalikes are created from the wrong audiences
Are you creating lookalikes of the RIGHT audiences? I’m not talking about creating lookalikes of your friends gothic fashion email list when you’re a dog groomer, i’m talking about lookalike audiences from lists that won’t pull in any valuable leads, such as generic website traffic. You will find within lists such as these a good amount of the audience are not your ideal clients, and instead of opening up opportunities for the best and brightest in your client bunch, your mudding down your waters and wasting money, especially if you’re using paid traffic.
My advice? Dive a little bit deeper into your audience lists. Create lookalikes of only your top 25% of visitors, those who have added to cart, or even made a previous purchase.
Mistake #3: Suffering from lookalike burnout
You’ve uploaded your best list EVER and created a lookalike for it to pick up those sparkling new leads. But you’re constantly using it. The same one. You’ve been using it for aaaaaaages.
I would bet my Monday morning coffee it’s no longer bringing in anywhere near the leads it had done six months ago.
This particular audience has done it’s dash; those who were going to become leads, or purchase from your website have already done so. The rest are just becoming bored at seeing the same stuff on their Facebook newsfeed. Sad, but true.
Keep a keen eye on the dates of your lookalike audiences and how they are performing. Generally, a rule of thumb is to make sure that your lookalike audience replenishes at least every 3 months (update the list the lookalike was created from or make sure the lookalike is created of dynamically updating audience). Or when you can see their performance is starting to wilter. This means it’s time to upload new lists and leads, and create a different lookalike to see how a new one will go.
That’s it! My top three don’ts for you to avoid, or to recognise in your own campaign creations, and how to start climbing out of that lookalike-sized hole you’ve ended up in.
If you’re needing a leg-up and want to learn how to build campaigns like a pro, jump on board our Kick Ads Challenge (add link) on FB Lessons, where we run through a () week course to take you from zero to hero of the Facebook ad world, and get those leads running to your website faster than you can say “lookalike”!
If you’re needing a leg-up and want to learn how to build campaigns like a pro, jump on board our Kick Ads Challenge on FB Lessons, where we run through an intensive 5 day course to take you from zero to hero of the Facebook ad world, and get those leads running to your website faster than you can say “lookalike”!