Platforms like Facebook and Google have the ability to expand your targeting reach by creating “lookalike” audiences — targeting audiences that “look like” a “seed” audience. This allows you to expand your reach by providing access to prospects who may not be on your radar, but who meet a certain set of criteria common to a group of people you specify.
Look – A – Like Audience
To create an effective lookalike audience, you need to seed the creation of that audience with the proper characteristics for it to be effective. In other words, in order to create a good lookalike audience, these platforms need to know who that audience should look like. That’s just common sense. Targeting lists provided by In-Market Targeting are the most accurate “seed” audiences available. Thus, they create the most accurate lookalike audiences, which in turn lead to more relevant ads, higher CTR, lower CPC, and a lower cost per acquisition. Because In-Market Targeting leads are based on real-time BEHAVIORS, not demographics and not probabilistic data but DETERMINISTIC data, the commonalities that the platforms analyze to create the lookalike audience are laser-focused. For example, when Google or Facebook analyze your In-Market Targeting list, their algorithms will quickly determine the behaviors those prospects are exhibiting and share (keyword searches, URL-level navigation, content consumption, etc.) center around one thing — they’re in the market for the product or service you sell. Once this is determined, it’s easy for Google and Facebook to provide even more prospects who are exhibiting those same behaviors. So it’s simple…the better the input (In-Market Leads), the better the output (Laser-Focused Lookalikes).