What is a look-alike audience, features of competent settings

Translated from English, look-alike is a search for a similar one. This is the concept of targeted advertising, which helps to find the target audience, show advertising material only to the right profiles to achieve success in promotion. But for the effectiveness of this method, it is simply necessary to correctly set up advertising.

What is the advantage of a look-alike system?

The algorithm helps:

• Show ads not to everyone in a row, so that people just scroll through it, and the money goes in vain, but only to people interested in the product or service.
• Earn customer loyalty. This means that the advertising material will not be perceived critically by the public, as interesting and necessary things are shown.
• Save on advertising by targeting fewer people. Agree, it makes no sense to advertise a clothing store on the periphery to residents of Moscow or St. Petersburg. In the advertising settings, you need to select only the city where the store is located, if we are already talking about physical points of sale.

User base query

To launch neural networks of social networks, you need to have a base of potentially interested users. For VK, this figure is 1000 people, for Facebook – any size of the base (but better than 1000). The larger the base, the more accurate targeting works, the more effective advertising.

How it works?

In the advertising office, a person enters a list of customer data (e-mail, phone number, year of birth, gender, etc.). Then the algorithms of social networks compare the entered information with their base, which is done automatically with the registration of a new user on the service. After analyzing the data, social networks delete what you have entered, since they cannot store personal data.

The system will always find fewer users than you entered, since any of us can have multiple emails and sometimes phone numbers.

How to create a look-alike audience

We will show you how to create a look-like audience on Facebook, since this social network is popular all over the world.

1. Section "Audiences" – "Create an audience". Then select Custom Audience.
2. Enter the country and degree of similarity. 1% will make it possible to select the most similar base of people from the original, but it will be small in size. At this time, 10% is a guarantee of a large audience, but not as similar to the source.
3. If it was not possible to achieve a result with 1% similarity, then try increasing the percentage to achieve the result.