Is a Facebook lookalike audience a good idea when audience requires a necessary characteristic
-
We are running a social media campaign for a point of sales system for restaurants and retail stores. We have had quite a bit of traffic to our website from Adwords and SEO.
We have thought of the idea of creating a new look-alike audience based off the people who have come to our website already.
However, we only really want to only build a Facebook audience consisting of business owners, managers or decision makers of restaurants and retail stores that would be interested in a point of sales system at some point. We know that most of the people who have come to our website (from SEO and Adwords) have been interested, in some degree, in our point of sales system. My reservation though is that if we create a look-alike audience, Facebook will not be able to replicate the type of audience that really fits this profile - that it will create an audience possibly of similar personalties, interests etc to that of those that have visited our site, but not one that consists predominately or entirely of owners, managers or decision makers of restaurants and retail stores. This is the necessary characteristic we are wanting for our audience members.
Is it fair to assume that in this situation Facebook won't be effective in its creation of a look-alike audience to fulfil what we are really needing as stated? Or am I underestimating Facebook's abilities?
You thoughts here would be greatly appreciated.
-
Gavo,
I think in this scenario, I would encourage you to just test it out and see how it works for you. The lookalike audiences can be a great way to reach those that you may not have any option to target normally. And since Facebook cpcs are generally much lower than AdWords, it's worth setting aside a testing budget and running a few different tests.
Another idea would be to instead of creating a lookalike audience, to create a target that does match your criteria. Facebook has a large selection of criteria and you can preview the audience size before running a campaign.
Do keep in mind that Facebook doesn't have the same intent as SEM marketing. You'll need to give them a strong reason to take action.
Best of luck! Let me know if you have any further followup questions!
Trenton
-
Base on my experience is very hard to create that kind of segmentation on facebook. Facebook is a great source of information but has some disadvantages, google collect information based on people's search terms in other hands facebook collect information based on people's behavior.
A good funnel in your case is create an audience using your emails campaings and google adswords campaigns in the first line and then use the facebook retargeting to reach just the people that you want
A good option for that is Adroll
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
2 Facebook Company Pages - Best way to merge
Hi I am about to set up a Facebook company page under our current brand name Key - however in March we'll be re-branding to Manutan UK. I didn't want to wait until March to start using Facebook (we're so behind!) but when we re-brand what are the best steps to take. Here are my options - I'd love some help! 1. Set up a Key company to actively use now & a separate Manutan page just to secure the page - only using Key until March then merge the business pages (I did read however Facebook won't allow it if the names are different?) 2. Set up a Key page now & in March request a name change of the page & vanity URL We obviously don't want to lose any likes/followers we've gained between now & March Does anyone have any advice or experience with this? Thank you
Social Media | | BeckyKey1 -
Facebook: reaching audience who have liked / shared my content
Hi, I am new to social, so the question might be a bit beginner. If I put a like / share / recommend button on my site, or maybe a comment box, how can I reach audiences at a later time, who have interacted with my plugins (liked/shared/commented)? Paid ads would be one solution, but for now I am interested in organic (free) targeting. So if people who share my content do not become fans at the same time, how can I engage them in new updates about my page? Thanks for thoughts.
Social Media | | Valdo22220 -
Can you redirect old abandoned Twitter/Facebook accounts?
My client has a Facebook profile and a Twitter account that they have abandoned. These pages also have old branding and we would like to redirect these pages in some way to the current Facebook and Twitter accounts. I did find this article but it's 3 years old and not sure this is works: http://www.thesearchagents.com/2011/12/how-to-do-a-301-redirect-on-twitter-even-though-twitter-doesnt-allow-it/ What's the best way to do this?
Social Media | | RosemaryB0 -
Facebook: How do you post to a brand's page, as your own brand page?
Eg, if you are an administrator of "Funco" which has a FB page, how do you post on the wall of "Followerwonk" as "Funco", not your personal FB account?
Social Media | | sftravel0 -
Facebook Like button on website: which "URL to Like"? Website or Facebook Page?
Hello, I have a question about the Facebook Like Button. We we are setting up a Like Button to put on the top page of our website (300 likes) However, we already have a Facebook Page (1000 likes). Now, in the set up of the button, we need to decide which "URL to Like" and I really do cannot realize which one is best. Do you think we should use the url of our website or the url of our Facebook Page? Why? Thank you in advance for your help, Dario
Social Media | | Darioz0 -
Anyway to analyse Facebook Success?
Great news, yesterday we had a nice big spike of referrals from facebook, GA shows them all going to a certain article (an online magazine type site), but only shows them as coming from /l.php (Report: Traffic sources->referrals->facebook.com - secondary dimension landing page) Nobody in the office did anything with facebook and that article, so it must be a visitor; any ideas how we can find out any more details about who or why? It would be great to be able to reproduce as in the 4th April saw more FB traffic to us than March!
Social Media | | Fammy0 -
Focus Facebook Likes and +1 to URL or Page?
We are considering adding the +1 and facebook like widget to the footer of all our pages, but we can't decide whether to point them to our URL or to our respective Google Plus / Facebook Page. Ideally, we would prefer poiting them to our pages instead of our site URL, but I'm not so sure if we would get as much SEO advantage that way. I was looking for feedback towards the SEO advantages / disadvantages of this at what strategy you guys use. For example: Having +1 our URL would be shown to their friends at the organic results. Having +1 our page would grow our profile, allowing us to communicate with them and would also enable people search +Duplika at Google (like it happens with big brands). What do you suggest?
Social Media | | Juanzo0 -
Do you run Facebook pages for your clients?
If so,how? Sorry if this sounds like a really vague question but our client has asked us to take control of their Facebook, Twitter and LinkedIn account and Im just trying to research the best practice for this? Any advise would be greatly appreciated!
Social Media | | SoundinTheory0