What is Lookalike Audience (LAL)?
A target audience usually created by Facebook (Meta) Ads that shares similar characteristics to your existing customers.
Deep Dive
You upload a source audience (e.g., your email list of past purchasers), and the algorithm finds other users on the platform who share similar demographics, interests, and behaviors.
LALs are one of the most powerful targeting tools for scaling campaigns because they allow you to reach cold audiences that are statistically likely to convert.
Key Takeaways
- Requires a high-quality 'seed' audience (1,000+ people).
- Available on Meta, LinkedIn, and Google (Similar Segments).
- Can range from 1% (most similar) to 10% (broadest reach).
- Privacy changes (iOS 14) have slightly reduced their effectiveness.
Why This Matters Now
Imagine if you could clone your best customers. That is what a Lookalike Audience attempts to do.
It works because platforms like Facebook have thousands of data points on every user. If your customers all love jazz, own iPhones, and buy coffee at 8 AM, the algorithm finds other people who fit that exact pattern.
Common Myths & Misconceptions
Any email list works as a seed.
Reality:Garbage in, garbage out. A list of 'newsletter subscribers' (who haven't bought anything) creates a weak LAL. A list of 'High Value VIPs' creates a strong LAL.
1% LAL is always the best performer.
Reality:It is the most accurate, but it's small. Once you saturate the 1%, you often need to expand to 3% or 5% to keep scaling spend.
Real-World Use Cases
Scaling Winners: You have a winning ad creative. Show it to a 1% LAL of Purchasers to find new buyers.
Exclusion: Creating a LAL of 'Bad Leads' (people who refunded) to explicitly *avoid* targeting people like them.
Frequently Asked Questions
How many emails do I need?
Meta recommends at least 1,000 matched people. Generally, the more data, the better the model.
Do Lookalikes update automatically?
Yes, they refresh every few days. If your seed list (e.g., website pixel purchasers) updates, the LAL updates.
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