Social Media Lookalike Audiences
Lookalike audiences bring a lot of value to your bottom line. Your motorcycle company’s return on ad spend/ROAS is one thing that will 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 biker target audience and help achieve your ad’s campaign objective.
What Is Lookalike Audience?
Next, a lookalike audience is a way to expand your target audience by finding similar people to those who have interacted in a particular way with your motorcycle site, FB, and IG.
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, like choppers and have already purchased your product. As you can understand, the level of targeting can be huge for your motorcycle company’s bottom line.
Facebook & Instagram Custom Audience
Regarding the steps to create your biker lookalike audience, your biker marketing agency needs to create a custom audience first. 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 FB that you put on your website that shares information with FB.
Depending on how your site is set up, a marketing person can usually install the FB pixel. But your motorcycle site 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 FB or IG custom audience is via your motorcycle company’s website data. Below are some of the sources of data:
- Motorcycle website
- App activity
- Catalog
- Customer lists
- Offline activity
-2- Facebook & Instagram Data Sources
Next, you can also create a custom biker audience for your company by using data that FB and IG gather from their social media platforms:
- Facebook page
- Instagram account
- Video
- Lead form
- Instant experience
- AR experience
- On-Facebook listings
- Shopping
Creating Your Lookalike Audience
Once you have the custom audience you’d like to use, you’re ready to 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. Also, you can select the location of the people in your LAL audience. Then, Facebook’s algorithm does the rest to create an ideal LAL audience because of the endless data points on each user.
Once your LAL audience has been created, you can use Facebook’s ad-targeting options to narrow it down. For instance, you can narrow your audience for a Facebook ad campaign by selecting only riders in your LAL between 35 and 55. You could also exclude those interested in Yamaha motorcycles or Spyders. There are endless other options. Note that you should still 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 FB 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, you can learn more about marketing in the biker world on our Marketing Academy Motorcycle blog and internet & search engine services page.
