Lookalike Audiences are a way to reach new people who are similar to your existing customers, fans, or leads.

You can base a Lookalike Audience on a variety of sources, such as people who like your Page, or visited your website. You can also create a Lookalike Audience based on an existing Custom Audience – this is a great way to expand your reach and to drive new qualified traffic to your website.

Strategic Applications of Lookalike Audiences

Here are just a few of the ways you can use Lookalike Audiences.

  • Find new customers who are similar to your website visitors
  • Find new customers who are similar to those who have visited specific pages of your website
  • Find more loyal customers
  • Expand your targeting reach to highly qualified individuals


How it Works

Facebook looks for commonalities between the people in your Custom Audience and then finds similar people that “look like” your audience in the country you select.

You can choose the size of the Lookalike Audience (from a range based on the number of users in the country you’ve chosen) during the creation process. Smaller audiences more closely match your source audience. Creating a larger audience increases your potential reach, but reduces the level of similarity to your source audience.

Note: You can only choose one country at a time for Lookalike Audiences





To create a Lookalike Audience in Ads Manager:

  1. In Ads Manager, click Tools and then select Audiences
  2. Click Create Audience in the top left and then select Create a Lookalike Audience from the drop-down
  3. Choose your source (for the purpose of this course, lets choose a Custom Audience)
  4. Choose the country where you’d like to find a similar set of people
  5. Choose your desired audience size with the slider
  6. Click Create Audience





Select Create Audiences in the top left and then Lookalike Audience from the drop-down




Here, you’ll be able to select a Facebook Page, Conversion Pixel and Custom Audience. For the purpose of this course, lets choose Custom Audience.



Note, you can only choose one country for your Lookalike Audience




Choose how similar you want your Lookalike Audience to resemble your Custom Audience. Audience size ranges from 1% to 10% of the total population in the country you choose, with 1% being those who most closely match your source. The higher the percentage, the bigger the audience size.




Click Confirm. Your Audience will be ready to use immediately. If, however, you make any changes to your Custom Audience, it will take up to 3-7 Days for these changes to take effect in your Lookalike Audience.