# How To Create Facebook Lookalike Audiences

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=UxoHzHnwY7E
Duration: 37 min
Language: English
Words: 7964
Transcript page: https://viewrankai.com/tools/youtube-transcript/UxoHzHnwY7E

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[0:00] in this video i'm going to show you how to create facebook look-alike audiences in fact i'm going to show you a better way to use look-alike audiences in your facebook ads and instagram ads a way that can get you much better results today so let's first quickly get started with what a look-alike audience actually is so here i've got meta support doc about lookalike audiences and i'm not going to spend a lot of time on this i just want to quickly read out the first sentence where meta is defining what a look-alike audience is and they say a look-alike audience is a way your ads can reach new people who are likely to

[0:27] be interested in your business because they share similar characteristics to your existing customers and the way look-alike audiences work is you take a source audience a group of people it could be people that have bought from you previously it could be people that have visited your website perhaps people that have watched 75 or more of a video of yours on facebook or instagram and you say to mata you say look these people are just the sort of people i want to reach they're they love my stuff they're engaged they bought for me previously can you take this group of people that i'm giving you and go out and find

[0:56] people that are similar to them that have perhaps similar interests um similar behaviors online perhaps they're similar from a demographic standpoint they're they live in similar locations and create me an audience of people that are similar to this group that's who i'd really like to advertise to these people are highly likely to be interested in whatever i have to offer if they're similar to my existing customers it's going to be a no-brainer it's going to work really well that's what a look-alike audience is and that's how it's structured so that we'll explain more as we go through and you'll understand more if you're new to look like audiences of how that's going

[1:26] to look but hopefully you can already start to see the power of local audiences when used properly meta have so many data points based on people's activity not only within facebook instagram but also the stuff they track outside of those platforms and that really allows them to work out very accurately who is similar to your existing customers website visitors etc and these can be really really powerful cold audiences allow you to scale facebook and instagram campaigns and can be a huge part of facebook ad campaigns being successful and being able to be scaled and all that sort of stuff so with that said let me show you now how

[2:00] you create facebook look like audiences and then we'll get into how you use them and how you get the best results out of them today which is very different to what we did even a year ago so i'm here in ads manager i've got an example ad account up and you want to go ahead and jump over to the audiences tab so if you click on these three little lines on the left hand side and select audiences so that brings you through to this page now if you haven't created any look-alike audiences or custom audiences before then you're not going to see um these like examples like i've got in

[2:27] front of me and that's absolutely fine don't worry about it you'll see something slightly different but you can just ignore these for the time being the important part is to go ahead and click on create audience now you can see there's a few different options now it's tempting obviously we're creating facebook look-alike audiences here to click on look-alike audience but that's not actually what you want to do first first you want to click on custom audience and the reason why is because we need to create a source audience for our look-alike audience first if we're going to ask meta to create an audience of people that are similar to another

[2:55] group of people we need to tell them what that initial group is that source audiences first you do that by creating a custom audience now there are tons of different options different types of facebook look-alike audiences that you can create and i actually recommend that you use a bunch of different ones i'm going to go through each one in this video it's all going to be covered and what i'm going to do is i'm going to create these in order of priority so starting with the most effective down to the least effective but the old order of priority the one that most facebook advertisers are still using that is now

[3:25] pretty much all of a sudden fairly recently outdated so i'm going to create them under the old setup and show you exactly how they all work it's important because you still need to be able to create all of those and use them in your facebook ad campaigns and then i'm going to show you the big change that we're making now to get the best results from lookalike audiences given the changes we've seen the the many changes we've seen to facebook and instagram advertising over the past 12 months or so because things are different so historically the best look-alike audience to create is one based off your previous customers so

[3:53] people that have bought from you previously obviously advertising to people that are very similar to people that have actually parted with their money for your whatever it is you have to offer is going to be a great option so there are a couple of different ways to do that the easiest one is to select customer list and then click on next and then from here we can import the data that we need to use um to create our source audience from previous customers and then we can obviously use that as a source for our lookalike audience so if you use mailchimp um as a place where

[4:20] you store your customer data maybe use it as your email service provider then you can just very simply import from mailchimp so you click on that button you just walk through the steps it's very straightforward you log into your mailchimp account you select which list you want to use you import that in done really straightforward and simple i'm not going to demonstrate that because you can just follow through if you don't use mailchimp perhaps you use another email service provider perhaps you store your data in a crm perhaps you've just got like an excel file um with your previous customer information something like that all those setups absolutely fine you can

[4:52] still do this process you just want to go ahead and click on next then you decide whether there's a column within that let's say excel file if you imagine it that way um that has value so if this is a previous customer list do you have it recorded how much each customer spent some will some won't depending on where you're getting that data from i'm going to select no um if you do have that information you definitely want to click on yes and again go through the steps involved because it's useful not only for meta to be able to see okay these are people that bought from

[5:22] this company previously who's like them but also within these people that have bought from them previously some of them have spent three times as much as others can we create a lookalike audience that is more weighted towards the people that spend more the types of people to spend more with this business so worth having if available i've just got an example to upload that doesn't so i'm going to click no for now and then you just upload a list you can see that and you can do that in a csv or txt file you'll almost certainly depending on what crm email service provider use be able to

[5:51] export a list that is in csv format and then you could just simply go ahead and upload that again you could do the same basically with a with an excel file so if i go ahead and click on upload file and then click on example customer list and open we can see that that's gone in there example customer list name your audience example customer list is fine just obviously name it something that's going to mean something and resonate with you and when you come back and check it it's going to be fairly obvious and then i'm going to click next and now what we need to do is match the data within that file

[6:22] um to met as identifiers so for example this column that's enabled email and i've just got bearnat example.com as i said it's just demonstration purposes meta have thought okay that looks like an email address is that your column for email yes it is but if it wasn't we could come in here and select a different option but email is correct um you can see that was been mapped and then one action needed we've got name and has been met we've been able to work that one out so we would just go in and say that is first name um the more information you include in the list that you upload the

[6:55] file you upload the better that the more what you want is to provide meta with as much information as possible so they have a better match rate obviously we're uploading data of individuals meta need to take that data and work out which facebook accounts which instagram accounts that corresponds to to then be able to advertise those people and identify them if you provide more information meta has a better chance of working out okay this this person within this file corresponds to this user and you get match rates of a higher percent a high percentage typical match rates when you're uploading a customer list might be something like 40 to 50

[7:30] percent and not be able to match everyone people use different email addresses for when they purchase versus when they create their facebook accounts and things like that so the match rate's never going to be super super high but anything you could do to improve that percentage is a good thing to do so we've got two maps that's all that's in this um this example file and we're gonna go ahead and click click on import and create okay now we're gonna park the creating a look-alike audience based off of this for now because i want to run through all the various sources and then we're going to come back and show you

[7:58] how to do that later on so let's go ahead and click done and we've created our example customer list custom audience that we can use as a source audience for a look-alike but i want to move on to the next type of source audiences that we've created so historically a customer a source audience of previous customers is your best option after that it's your email list and the way you upload that is exactly the same process so you click on customer list click on next again if you can use mailchimp use it next value probably not going to have a value associated with people just on your

[8:29] email list if these are people that haven't bought from you previously typically click on upload file and then we use example email list and pop that in there it's a lot of people have this as one audience they would have their people have bought from them and people that are just on their email list all bundled in together i would encourage you to separate them out at least for uploading to your facebook ad account purposes so in my mind anyone on our customer list has bought from us previously everyone on our email list has not that's how i tend to split it up i appreciate some of you

[8:58] will have this um overlapping then we go ahead and click next and it's exactly the same process right so um one action needed it's a same file same information first name important create done so that is now a custom um audience if i close that down created from you can ignore these previous options created from an email list and a customer list customer list highest priority email list next at least under the old system next type of source audience that i would like you to create are ones based on website visitors and here we have tons and tons of different options so if i go ahead and click on

[9:34] website and click on next um there's lots of stuff here lots of different things you can experiment with i would encourage you to get started with all website visitors said everyone that's visited your website and use the longest retention period possible which is currently 180 days um wait the way that works is that let's say i create this custom audience today right now it will include everyone who's visited my website within the last 180 days provided of course we can track them ios 14 permitting and things like that i'll explain more about that later on and provided of course we had our pixel installed on our website to be

[10:08] able to gather this information during that time period as well but that's now gonna move so 100 if i create it today it's always going to be from the day at which you look at it from today 180 days into the past so every 30 days it's going to move on and it goes through that way now i'd encourage you to get started with this because this is going to give you the largest possible website visitor custom audience and when it comes to creating source audiences for look-alike audiences the larger the source audience the more people you have in the source audience the better the reason why is because the

[10:43] more data you give meta the more accurate that look-alike audience is going to be if you give them three customers um well that wouldn't be enough meta wouldn't let you do it but let's say you give them a couple hundred customers and say create a look-alike audience off this yeah sure better could do it and that audience might perform well but if you were to give them 20 000 customers there's so much more data going in the first place that the resulting look-alike audience is gonna be more accurate and more accuracy leads to better results so the most data you can get in here the better if you have a

[11:15] website where there's lots of different types of products or services being offered and you want to get more granular you can absolutely do that so instead of all web services you could go with people who visited specific pages so you can use things like url contains so let's say you're an apparel business and you want to create a custom audience of everyone who's visited page on your website to do with hats right so you could say any url that includes the word um hat if that's how you've got your url url structured on your website um i want to create a custom audience out of those

[11:43] people you could obviously do different options for scarves and jumpers and trousers whatever it you know whatever it happens to be okay as an example so that's one thing you can do people who visited specific web pages you can also create custom audiences of people that have spent more time on your website than others so visitors buy time spent so instead of just creating a custom audience out of everyone that has visited your website you want to only create a custom audience out of people that are in the top 5 top 10 top 25 in terms of time spent on the site the idea being that those people have

[12:18] demonstrated more interest in what you have to offer and advertising to people like them is better than advertising to just everyone that's visited your website okay so this would be a good option if you get tons and tons of website traffic hundreds of thousands millions of visitors every month you might want to start getting more specific with all these options particularly when it comes to creating custom audiences as source audiences for a look-alike again the more people in that source the better so retention i want that to be 180 days don't go with a 7-day 14-day 30-day retention period and you're just limiting yourself unnecessarily okay um

[12:55] so let's go ahead and go back to all website visitors because that's the option i think most people are going to use so i'm just going to quickly call this all website visitors 180 and then we're going to go ahead and click create audience now historically the thinking was that your customer list is obviously the best source because those people have bought me previously then it's your email list people on your email list have typically taken an xbox they have taken an extra step to demonstrate their interest in your product services etc over just someone that's visited your website which is why we're going down the list

[13:25] in in priority this way the more someone does to show their keen the higher we rank them and the better they are as someone included in a source audience for a look-alike audience moving on let's click on create audience and custom audience and here we start to get into meta sources now i said there are other options i'm not going to cover those because they're either fairly niche and not that people watching this will be using them or we just typically don't use them all that often so we've covered the your sources section and now we're getting into meta sources and let's start with video so if

[13:59] i go ahead and click on video and select next and then the first thing you need to do if you click into here is select how much of a video of yours or multiple videos of yours someone needs to have consumed in order to be included in this source audience now obviously someone who has watched three seconds of your video may or may not be interested to be perfectly honest they might have just watched your video whilst stood in line or watching the tv or they're having lunch and just scrolling through their phone didn't really weren't paying attention whereas someone who's watched 95 or more of your video is likely very

[14:34] engaged very keen um a really good representation of someone that's interested in your stuff a good starting point for me depending on how long your video is is people who have watched at least 25 of your video and of course you're going to have to adjust this depending on the length of your video for example if you've used a video that's an hour long you would want to reduce the requirement to include a custom audience because how many people are going to make it to the 25 mark it's going to be not that many likewise if you've got a video that's really short then you might want higher than 25 you

[15:05] might want a 75 or something like that so just think about it go through the logic there and think about what might work for you so once you've selected that you then need to click on choose videos and here you can select which videos you want to be included in this so which videos do people need to have watched um in order to be included in this custom audience so you obviously start with your facebook page instagram profile because it may be in different places is it within an ad campaign etc um and then you would just select from the drop down if you've got access to

[15:30] multiple and then you can go through and select and you can you can add multiple ones of these and the way it works is fairly straightforward so um someone doesn't need to have watched say 25 of all the videos are selected they just need to have watched 25 of at least one of these videos um hopefully that makes sense you could go through and select all of these it would depend on the type of content you've put out there if again you've got different videos on quite different products and services that you offer maybe you want to create one custom audience out of all the videos

[15:57] related to your you know apparel line and a different video on all the a different custom audience for all the videos related to your personal training services or you know however your business is broken up into its various um segments um where possible again the larger the source audience the better so i'd go and add in a whole bunch and almost something i'm going to add in right now but that's how i make it work so click on confirm retention the maximum you can use is 365 days that's great we want this as big as possible so that's what i go in there and then i'm going to go

[16:28] ahead and call this video viewers 365 and then you might need to get more specific if as i said it's not all the video viewers it's people within a segment and so that's now created us a custom audience of everyone who has watched at least 25 of those videos on facebook and instagram and that's a really good source audience to create lookalike audiences from i'll explain more about why um um later on okay so let's move on to the next one so if we click on create audience again and custom audience next one i want to talk about is lead form so we go ahead and

[17:01] click next so if you are running lead campaigns using instant forms which is the setup of what you'll see with the new odac's campaign menu or you're using the old lead generation campaign you'll be using forms forms that appear on facebook instagram now called instant forms and you can create custom audiences for people who have interacted with these lead forms again if someone's perhaps submitted their information or even taking a look at a form that shows that they're interested in whatever you are offering perhaps using them as a source audience for a look-alike audience can work really well so the first thing you need to do at the top is select events

[17:38] okay anyone who opened this form or people who opened a submitted form which one of these two you go for would usually be based on the volume you're generating if you've generated tens of thousands um of submissions even many thousands of submissions not quite the the ten plus i'd go with people who opened submitted form if you're not there yet i would just go with anyone who opened form there's always that trade-off which hopefully you're understanding going through this between quality so someone who's bought and spent tons with you is the highest possible quality versus quantity how many people have actually taken that action we want obviously in ideal world

[18:12] the best quality people possible in our source audience and tons of them but that's why there's a trade-off right because the lower down you go in terms of quality the more quantity you get and this is part of the reason why it's important to experiment again i'm going to talk about that more later on so we're going to go with anyone who opened this form that's what i recommend people do then you just need to select your form from the drop down menu we don't have any forms associated with this um example account so there's nothing i can show exactly there but just if you've got multiple ones just select the one

[18:38] you want to use and then we move on to retention so the maximum unfortunately we can use retention-wise with lead form um custom audiences is 90 days so again that works just like i mentioned previously with the web services where it's going to update and continue to go forward and yeah we can only have 90 days which means that's going to reduce the size of this custom audience but if you have been using lead generation campaigns loads this is still a great source for local like audiences to test we're obviously going to go with the maximum then you want to go ahead and call it's something like lead form

[19:09] openers you could have lead form submitters depending on which of these two options up here you select as i mentioned previously and then i'm going to go with 90 and i don't actually have any lead forms associated so i can't click create but you just click create audience and it looks like exactly what we had before okay couple more hopefully you're still with me next instagram account if i go ahead and click on instagram account and click next then the first thing to select is your source so this would be assuming you're operating with multiple instagram accounts otherwise it'll just be defaulted into the right one there and

[19:37] then your events okay so again like with previous different types of custom audiences like all website visitors there are various options so we can go ahead and create a custom audience out of everyone who is engaged with professional account and you can see that meta provide more information around exactly what that means so here they say includes people who have visited this profile or took an action on this post or ad such as likes comments and saved carousel swipes button taps or shares we can get more specific so instead of just people who have engaged it could be anyone who visited this accounts profile anyone who

[20:08] is engaged with a post or ad anyone who saved a postal ad i would recommend going with the largest option here which is everyone to engage which is going to include all those other ones and that's going to give you the largest custom audience the largest source audience for your look-alike audiences and that's what we want okay retention 365 days that's the maximum that's what we want to go with and then we just want to give this lookalike audience and name so instagram um actually not ad account that's not right instagram account engages because they could just be engaging with you organically as well 365 okay and then we go ahead and click

[20:45] create audience and and then close that down and the last source audience that i want you to create is one based on people who have engaged with your facebook page so much like the one we just created around instagram accounts you can also create a custom audience out of people that have engaged with your facebook page and which one of these you want to use or both is obviously to some extent can depend on where you're doing most of your advertising most businesses are going to advertise on both um to a large degree you might be 70 one way 30 another some are gonna be more closer to

[21:17] a hundred percent 100 other in which case maybe you leave one of these out it just depends on your specific circumstances so again there are lots of different options and i would go with everyone who engaged with your pages the default it's going to give you the largest audience for much the same reason as with the instagram account engages retention 365 and then we're just going to go ahead and call this facebook page um engages 365 and then we're going to click create audience okay so now we've created the custom audiences that we typically use as source audiences for our look-alikes and we'll talk about priority and how we've

[21:53] changed things and also stuff in a minute but first let's go ahead and turn some of these into look-alike audiences so if i just go ahead and select for example all website visitors then you click on these three little dots up here you select create look-alike and meta will automatically put this in as the source so you see select your look-alike audience source we've got it here but we could delete that out and add in a different custom audience in here next thing we need to do is select location so for example if i put in united kingdom as our location and i'll talk more about locations in a

[22:23] second and then we want to select our audience size so the way this works is you're selecting a percentage of the total facebook and instagram users within this location that you would like to include so a one percent lookalike audience will include the one percent of facebook and instagram users within the uk that are most similar to our source audience and again we've talked about meta's going to use all sorts of different pieces of information like demographics interest behaviors online all that sort of stuff to work out who is similar to our source audience i would recommend that you go with one percent that's going to be the most

[23:02] accurate the most targeted but only if you are targeting an area that has enough people to make your resulting audience size large enough so if your one percent comes out at um less than 250 000 i would go with a higher percentage let me show you what i mean so if for example i put in ireland and this is just purely based on population within that area right if i put in ireland here and i go with one percent you'll see that the one percent lookalike audience has 37 almost 38 000 people that's too small we're going to need to go with something like seven percent to get over that 250 000

[23:40] person mark just because there's far fewer people living in ireland than there are in the united kingdom okay hopefully that makes sense obviously countries like the united states with much larger populations are going to have much larger um audiences you know the one percent comes out 2.7 million you can't create anything smaller than that that's absolutely fine don't worry about it being too large that's not a concern particularly at one percent um even if you're targeting a really large country but i just want to talk about the smaller side because that's really important i've had lots of comments from people over the years whether i say things like oh i created a

[24:14] one percent lookalike audience and i got 500 000 people in the uk is that good you're like well it's not anything it's one but that's just one percent of the users in the country that's you know that's not um it's not something to it's not good it's not bad it just always is if you're creating a one percent in a country it's always going to be that size the reason why one percent in the u.s is 2.7 million is because there's about 270 million facebook and instagram users in the us it really is as simple as that um so i'm going to delete this out and go ahead

[24:43] and put in united kingdom and that will make more sense in a minute and we're going to go ahead and use one percent the higher percentage look like audiences are larger sizes as you scale later on you're obviously going to want to use larger percentages but to get started with go with the most accurate the most targeted i have other videos on how you go about scaling look-alike audiences and things like that okay then we click on create audience and here we have it okay this is our look-alike audience this one is based on all website visitors over the last 180 days as the website visitor audience changes

[25:15] as time goes on remember it's always 180 days into the past so will the corresponding look-alike audience it will update automatically so don't feel like you need to come back in and recreate these that's all going to be taken care of which is great you can see it says populating right now estimated audience size is really small and just give it some time about 30 minutes usually look like audience would be good to go and you could start using it to run ads and that exact same process that i went through for all website visitors you could go through for all these other source audiences when it comes to

[25:43] creating your look-alike audiences exactly the same just select here three little lines create a look-alike and then go through and um and work out which you know and then work out your percentages and locations and all that sort of stuff okay so now we need to talk about what we're doing differently to get the best results out of local audiences because since i was 14 last year and throughout that time period to now we have seen a lot of advertisers say local audiences don't work anymore look like audiences don't work as well as they used to and that is true for certain types of look-alike audiences okay so let me go

[26:15] ahead and click on create audience and custom audience and what we see here is that these sources there's two big categories there's your sources up here and then there's meta sources okay the lookalike audience is based off of your sources the ones we've created in this instance has been customer list email list and website visitors they have gotten less effective and the reason why they've gotten less effective is because meta is not as not able to track the activity and the people are doing outside of the meta suite of apps so facebook instagram and etc as well and that lack of tracking ability leads to reduced data which leads to reduced

[26:59] accuracy when it comes to creating your look-alike audiences for example if we click on website and click next again if we look at all website visitors as an example um you can even see that we've got a warning up here that not everyone who visits your website is now going to be included in your custom audience in the first place particularly if they're using an ios device a phone ipad something like that if i close that back down and go back into here however we have very very accurate data for actions that take place on meta within the app itself so within facebook within instagram because the ios 14 update and a lot of

[27:36] the privacy related rules that are that are coming in and been brought in all to do with apps not being able to track what you do once you leave that is seems to be where a line has been drawn however if you're taking an action within the app the fact that that's trackable is somewhat inevitable so all these things here are stuff that take place within the meta family of apps so video views are taking place on facebook and instagram um lead form again on facebook and instagram instagram account engages is obviously what people do on instagram facebook page engages obviously what people do on instagram

[28:07] so if i cancel this out the old priority list of effectiveness was sort of what we created here in reverse right it was customer list first then email list then website visitors then video viewers then lead form openers or submitters then instagram account engages and then facebook page engages that was the list of how things went that has completely changed so these ones down here customer list source email list source website vista source those have all gotten significantly less effective so we are relying much more on in app lookalike audiences so the priority list amongst those is still the same so if i go ahead and click create

[28:50] audience custom audience the most important video viewers then lead form this is of course assuming you're losing lead generation campaigns or even using video ads in the first place if you're not then you know you can obviously discount that for your specific scenario but it's going to go video viewers first lead form engages next and instagram account engages next facebook page engages after that and that is the order of priority that we're going to use i would still very much encourage you to test lots of different options both meta sources so ones things that take place with a meta and of course your sources and as the platforms evolve there's

[29:23] going to be all sorts of things that happen for example i expect that as people use facebook shops more and more and more there's going to be interesting stuff going down with shopping i don't think most advertisers have most used behavior is there yet but we will have more information on that but using meta sources used to be seen as lower quality in terms of the people going into the source therefore the lookalike wouldn't do as well but the extra data that we can track and also the extra volume you could have way more people that have watched videos of yours than have bought from you and

[29:52] are on a customer list for example that has really shifted the balance so test the whole bunch test both your sources and meta sources see which performance best for your v if your business but just be aware that now after all the updates we've seen previously meta sources are becoming more and more and more effective if you tested look like audiences recently and it didn't work and it was based on website visitors or your email list try a bunch of these meta sources you might be pleasantly surprised at what you see and how good the results can be using some of this stuff okay so the next

[30:22] thing i need to show you is how to add your lookalike audience into an ad set and the adjustments you need to make if you're advertising on a local basis so let's go ahead and jump back into ads manager and then i'm quickly going to create and a quick example campaign so let's go ahead and just select sales click continue and then if we jump over to the ad set level and i'm not going to adjust anything else i'm just going to show you how to add in the look like audience so we scroll down to the audience section and under this custom audiences part which can be a little bit

[30:50] confusing because we've been creating custom audiences as a source audiences but it's all um treated as the same thing at the ad set level you want to go ahead and put in your look-alike audience so if i pop in look-alike here we go gb one percent all web services 180 boom that's what we've got in there now a couple of things to mention around targeting look-alike audiences right firstly you don't want to go ahead and add in other detailed targeting options so don't go in here and start adding in you know interest demographics behaviors things like that because that's gonna work as a narrowing function it's gonna

[31:22] take our lovely nice look-alike audience that's got plenty people in it and can make it just too small so avoid doing that you also want to leave your age nearly all the time sometimes you might want to be more specific but nearly always you want to leave your age and gender parameters wide open because we've uploaded a list of people that are into our stuff if that happens to be 95 female well meta's created audience of people that are very similar to the ones on our list in this case the ones who have visited a website so if our source audience is 95 female our look-alike audience is also

[31:54] going to end up being overwhelmingly female so you don't need to go in and manually add in this age and gender stuff the only exception to that would be when you're using a source that is perhaps not quite as representative as you would like of the new offer so let's say for example you sell men's and women's shoes but in this new campaign you're only going to be selling women's shoes well then you'd want to use a lookalike audience based on some of the stuff we've talked about but then that's when you'd want to go in and edit the genders to just be female because you've taken you know the

[32:24] new campaign is on a slightly different track to what you had previously that's when you'd want to use um something like this it's also quite important to only use one look-alike audience per ad set okay so we've added in for example a look-alike audience based on all website visitors we're also going to want to test look-alike audiences based off video viewers and instagram account engages and the stuff i've already described i don't want you to add them into this ad set because if you do that then you'll end up seeing the data for it'll be a blended average if we added in three different lookalikes audience in here

[32:55] and we got a cost per purchase of fifteen dollars we don't know how well they look alike based on all website vista's performance versus the lookalike based on video viewers whereas if you go ahead and create multiple ad sets you can have the exact same ads in each ad set that's fine and make sure you keep it within the same campaign then you can see aha okay the lookalike audience based on our web services doesn't do as well as the lookalike audience based off our video viewers let's focus going forward on the video viewers it's a small point but one that can make a really big difference so

[33:23] just one lookalike audience per ad set no other detailed targeting options honestly if we were targeting the whole of the uk um and we wanted to look like audience based on or website listeners this is exactly what our targeting would look like it would just have the lookalike audience in everything else would remain the same keep it really really simple now when i've created lookalike audience videos in the past one of the questions i always get is what you do if you're a local business if we jump back to audiences and we take one of these examples let's say instagram account engages and we go ahead and create a lookalike

[33:53] audience based off of this you'll see that let's say i just wanted to toggle brisk target bristol in the uk which is a city and i can't do it right it's not coming up as an option i have to add in the united kingdom and a lot of local businesses are like but hang on how does that work i don't want to advertise to the whole country i just want to advertise to people within the specific area here's what you do you create the lookalike audience here for the entire country and then you add in your location targeting parameters at the ad set level top tip if you are doing this go with a

[34:22] much larger percentage because if it's one percent of the whole of the uk and you're already targeting a tiny little area relative to the size of the country of course um you want as many people in the overall lookalike audience as possible so that when you narrow it down you're not ending up with a small audience so if we're targeting just the city of bristol for example we would very often go with a 10 look like make it as large as possible if we go ahead and click create audience and then jump back over to ads manager and then jump to the ad set level if i

[34:53] just select this and click edit and if we scroll down now and what i can do is i'll delete that one out and put in the new one because we've created a 10 look-alike because we need the larger audience size so we've got a 10 based on instagram accounting gauges and we only want to target bristol so you come in and add in here location and instead of united kingdom delete that out you would just want to add in the specific you know whether it's a city or um town or whatever or county or state or whatever happens to be uh bristol england and uh they didn't

[35:31] copy the options was just looking for it and then of course you do the same thing do we want 25 25 miles do we want that to be more like 15 it's up to us now this local audience hasn't populated yet so this audience definition stuff on the right right-hand side is meaningless don't worry about that once you've given your um look-alike audiences and custom audiences more time to populate this will make more sense but this is how you do it if you're running this for a local business create a large look-alike audience at the country level add that in and then remember all this stuff in here operates

[35:59] as an ad function they must meet this criteria the look-alike audience criteria and they must fit into whatever you add in here age gender location etc and just before you go there's a free resource i want to quickly tell you about and that's a webinar i've created that focuses on one facebook and instagram ads technique the single most important facebook ads technique that you need to get right if you want the best possible results if someone came to me and said what's the one thing i can do to massively improve my results this is what it is exactly what i cover in this webinar there's a

[36:27] link in the description below it's completely free strongly recommend you go ahead and check it out and i also want to make sure you've heard about the latest announcements from facebook it looks like we're in some really big changes when it comes to facebook and instagram ads i share all the details in this video here if you're involved in facebook instagram advertising if you want to be running campaigns in the next few months i'd strongly recommend you go ahead and check it out

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