Lookalike audiences bring significant value to your bottom line. Your motorcycle company’s return on ad spend (ROAS) is one factor that can determine the success or failure of your ad campaign. Using social media lookalike audiences, like Facebook (FB) or Instagram (IG), is one way to expand your target audience and help achieve your ad campaign’s objective.
What Is a Lookalike Audience?
Next, a lookalike audience is a way to expand your target audience by finding people similar to those who have interacted with your motorcycle website, FB, and/or IG in a specific way.
What Value Are LAL Audiences?
Plus, the value of these LAL audiences is huge for regular posts and paid ads. For instance, you can find that the top 1% of all Facebook users, like the male bikers who ride Softails between 34 and 54 in Northern California, who like choppers and have already purchased your product. As you can understand, the level of targeting can be significant for your company’s bottom line.
Facebook & Instagram Custom Audience
Regarding the steps to create your biker lookalike audience, your marketing agency needs first to create a custom audience. Note that your Facebook pixel must already be installed. If you aren’t familiar with the FB pixel, it is a piece of code from Facebook that you put on your website that shares information with Facebook.
Depending on how your site is set up, any marketer can usually install the FB pixel. But your motorcycle website development agency can install it if they can’t or aren’t comfortable doing this.
Also, there are several data sources to create your LAL audience from:
-1- Your Motorcycle Company’s Audience Sources
The first way to create a custom FB or IG audience is to use your company’s website data. Below are some of the sources of data:
- Website
- App activity
- Catalog
- Customer lists
- Offline activity
-2- Facebook & Instagram Data Sources
Next, you can create a custom audience of riders for your company by using data that FB and IG gather from their social platforms:
- Facebook page
- Instagram account
- Video
- Lead form
- Instant experience
- AR experience
- On-Facebook listings
- Shopping
Creating Your Lookalike Audience
Once you have the riders you’d like to use, you can create your lookalike audience. After you select the data source, you choose how similar you want your LAL audience to be to your audience in that data source.
And you select it by using a percentage. For instance, you can choose the top 1% to 10% of those matching your data source. You can also select the location of your LAL audience. Then Facebook’s algorithm does the rest, creating an ideal LAL audience thanks to the endless data points for each user.
Once your LAL audience has been created, you can use Facebook’s ad targeting options to narrow it further. For instance, you can narrow your audience for a Facebook ad campaign by selecting only riders in your LAL aged 35-55. You could also exclude those interested in Yamaha motorcycles or Spyders. There are endless other options. Note that you should continue to A/B test your lookalike audience and ads.
More on Facebook LAL Audiences
Here are some helpful resources on LAL audiences:
- How to create your lookalike audience on Facebook: https://www.facebook.com/business/help/465262276878947
- Build a Facebook LAL audience by using a custom audience: https://www.facebook.com/business/a/custom-to-lookalike-audiences
- More about lookalike audiences can be found on Facebook: https://www.facebook.com/business/help/164749007013531.
Lastly, our motorcycle blog lets you learn the basics of marketing and advanced online topics.
