Reaching the right audience at the right time with display ads has long been a challenge for local businesses. Even if your ads are generating a lot of impressions, how can you make sure those impressions are from people who actually have an interest in your business? Using lookalike audiences is an effective way to ensure your ads are reaching the right types of prospects.
What About Site Retargeting?
Site retargeting is one effective advertising method that allows businesses to only target ads to people who recently visited their business website. Because site retargeting reaches people who are already familiar with your business as they surf the web, it works well for keeping your business top of mind with those prospects and encouraging them to return to your website. But what if you want your ads to reach new, interested audiences who aren’t already familiar with your brand?
Build New Target Audiences with Lookalikes
With lookalike audiences, you can expand your retargeting program to new audiences who are likely to have an interest in your business, even if they’re not already familiar with you. Using lookalike audiences enables you to build your brand and engage new prospects who have the potential to become leads for your business.
What Businesses Are Lookalike Audiences Ideal For?
Any business that wants to grow its display advertising target audience will benefit from lookalike audience targeting. Even if you’re already generating a lot of website traffic, remember that your site retargeting ads will re-engage existing prospects, rather than help you reach new ones. Lookalike audiences work to expand your reach to even more people who are likely to be interested in your business.
How Do Lookalike Audiences Work?
The network you’re using to run your ads (such as Facebook or a display advertising publisher) matches information about your current site visitors to people who have similar traits and behaviours to build out a new audience. Advertising networks keep the exact data they use private – but they might use information such as location, age range, interests, recent sites visited, and more to find new users who look and act like your existing site visitors.
Lookalike audiences are a great way to expand your display advertising reach to new people online. And because lookalike audiences have specific characteristics that make them ideal for your business, you know your ad budget isn’t going to waste on the wrong prospects.