Advertising

Facebook extends targeting capabilities with tool allowing marketers to reach 'lookalike' shoppers

By Angela Haggerty | Reporter

April 28, 2014 | 3 min read

Facebook is extending its targeting capabilities for advertisers with a lookalike audiences feature that will allow them to reach Facebook users similar to those already shopping on their websites.

Targeting: Facebook is extending marketers' capabilities

The feature builds on the existing custom audiences and partner categories tools, and Facebook said it will give advertisers more power to replicate their desired audiences.

A blog post from Facebook explained: “For businesses, one of the best ways of finding new customers is to reach people that are similar to their existing customer.

“So today, we’re expanding our lookalike audience capabilities to allow advertisers to create lookalikes based on people who visit their websites, use their mobile apps or are connected to their Facebook pages.

“Say you’re an online florist that wants to reach people similar to those that made purchases on your website. Now you can do just that. E-commerce company Shopify saw a 2x decrease in cost per lead when using lookalike of their website visitors.”

The feature also enables advertisers to reach people like the fans connected to their Facebook pages.

Facebook added: “Like other targeting capabilities offered through Facebook, lookalike audiences are designed to protect people’s privacy. Lookalike audiences allow marketers to reach specific groups of people without the need for Facebook to share which specific people are in those groups.”

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