Creating LookAlikes based on Highly Engaged Users

Intro

All LookAlike audiences start with a “seed” of users. This seed needs to have a combination of high purchase intent and robust numbers. For an eCommerce website, completed purchases and add-to-cart actions are the best performing options. However, such data may not be available when launching a new business or product. Furthermore, websites that lack a distinct “conversion” event may find it difficult to create effective lookAlikes consistently.

With Fixel it is possible to solve this issue by using highly engaged visitors as a lookAlike seed.

Benefits

  • High engagement is a great indicator of purchase intent
  • When crossed with a product view, it’s possible to create a robust audience similar to Add to Cart users
  • Doesn’t require past purchase data
  • Can be used as a conversion event for websites that lack a specific conversion event ( blogs, magazines or content-oriented websites)

How to do it

  • Go to my.fixel.ai and create a segment

  • Build a Fixel-High Audience in Facebook to be used as a Seed for the LookAlike Audience
    1. Go to your Business Manager on Facebook
    2. Choose to your Ad account
    3. Go to your Audiences
    4. Click on Create Audience
    5. Select Custom Audience
    6. Click on Website Traffic
    7. Choose your Ad account from the dropdown menu
    8. Click on ‘All website Visitors’
    9. Type in ‘fixel high’ to select visitors who achieved a ‘High’ level of conversion

    10. Click on your Segment name
    11. Select a relevant time frame (3,7,30,180), different time frames work better in different situations.
    12. Give your Audience a name, we recommend ‘Fixel-High-7days’
    13. Save your Audience
    14. Click Create Audience
  • Create a LookAlike Audience
    1. Go to your Audiences
    2. Click Create Audience
    3. Select ‘LookAlike Audience’
    4. Click on the text box next to ‘Source’
    5. Select ‘Other Sources’
    6. Select your previously selected Fixel High Audience
    7. Click on the text box next to ‘Location’
    8. Type in the geographic location you want to target
    9. Select the audience similarity percentage. For this a 1%-6% similarity is great.
    10. Click Create Audience
  1. Create a campaign targeting your new LookAlike audience
    1. Go to your Ads Manager
    2. Click Create
    3. Name your Campaign
    4. Name your Adset
    5. Name your Ad
    6. Click Save to Draft
    7. Click on your Adset
    8. Scroll down to Audience
    9. Click on the text box next to Custom Audiences
    10. Click on LookAlike Audiences
    11. Select your recently created LookAlike Audience
    12. Create a compelling creative
    13. Publish the Campaign

Once this Audience is done populating, it’ll be ready to use in your retargeting campaigns. We highly recommend measuring its performance side by side with your other LookAlike audiences, to see how it performs.

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