Facebook expands capabilities for Lookalike Audiences

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By Justin Lafferty

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Facebook announced Tuesday that it is expanding the capabilities of Lookalike Audiences, allowing advertisers to create lookalikes based on people who visit their websites, use their mobile apps, or are connected to their Facebook pages.

Before, advertisers were only able to create Lookalike Audiences based on information like email addresses, phone numbers and user IDs.

In beta, Shopify used Lookalike Audiences to target website visitors and saw a 2x decrease in cost per lead.

Now, advertisers can more easily use data from their Facebook pixels to reach those who are similar to people who have bought something from the website.

In a Facebook for Business blog post, Facebook offered examples of how this can help brands attract users similar to those who use their mobile app and those who like their Facebook page:

Perhaps you’re an app developer that’s looking to find more people to purchase car rides in your rides on demand app. You can now create lookalike audiences based on people that have previously purchased taxi rides in your app and reach those audiences with mobile app ads.

For many businesses, engaging customers and prospects in ongoing conversation through their Page is an important part of their marketing strategy. These advertisers can now use lookalike audiences to reach people like the fans connected to their Facebook Page.

Readers: What do you think of this update?