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
-
Merging Facebook Pages - Getting Support from Facebook
Does anyone know how to get in touch with Facebook regarding issues with Facebook Pages and Merging Pages - I have posted on the Facebook Community Help Pages but no one from Facebook Support seems to read them or get in touch. Anyone got any ideas of how to get help from Facebook? Our original question on Facebook Community Help Pages was this but the question just got "merged" with another question where people were complaining about the same sort of problem with no one (out of 5 people on the thread) having come up with a solution of having heard from Facebook Support. We need to merge two company pages - The category and the address of the company of the page is the same on both pages - one page has a custom url - one does not. Both have the same first two words (i.e. the company name) as the page title. I do not want to list the pages publicly. Is there a way a member of facebook support can message us privately to discuss this please.
Social Media | | JohnW-UK0 -
Facebook Pages - Best to have one page or multiple pages when a company has multiple locations?
I'm working with a business that has multiple locations (13) in several different states. Is it best practice to have one central FB page for the company and/or separate location pages? It's for a self storage company that does not have one central phone number, so each location would have separate information listed on the page. They do have a central website with different pages for each location. I'd love to hear the communities thoughts on the best way to handle this.
Social Media | | DougHoltOnline0 -
How do search engines understand what social pages are official pages of my brand? If my Facebook page name is not my brand name (even though there are links from website to page and vice-versa) will that confuse search engines?
My question is about social shares, and how search engines understand what profiles are linked to what businesses?
Social Media | | PlanetDISH0 -
Leveraging Facebook to Increase Domain Authority
We have a significant following on facebook with over 6,000 fans, but very few "likes" or "shares" of our homepage. Do fans in anyway affect our sites domain authority and what is the best way to leverage our fan base to increase our DA?
Social Media | | bloomnation0 -
Facebook likes - how can I tell how many likes a product page has?
Without actually going to each product page and looking at the number next to the 'Like' button, is there any way of finding a list of all your pages and the number of Facebook likes on each?
Social Media | | seanmccauley0 -
ShopTab Facebook App - Duplicate Content Issue?
Hello I've been trialling an app for Facebook called Shoptab where you can add a shopfront to your Facebook page and then users can browse through the items and when they click buy or more info they are linked through to the main site. The app displays the product, title, description etc so I was wondering if we would run the risk of duplicate content issues by loading our inventory to this app? OR would Google see the hyperlink through to the original item and no damage done? It would be very easy to add our whole inventory to this app. Thanks
Social Media | | simplesimonseo0 -
Cant post/share to Facebook page anymore...please help
Hi Guys I manage a few facebook pages and a day ago something weird happened to one and i cannot figure it out. It started with me trying to auto share a youtube video to the facebook page and offcourse added the "comment" and shared. The video is then visible when i log in to the page but not when i am not...and it also does not share to the followers....and then the same happened with a normal link and image post....I see it when logged in but it does not get sent to my followers or to the page if not logged in....am i missing something here. Should i just log in and then click on share and see if that send it out?? please help...facebook drives me crazy half the time..thanks in advance
Social Media | | nomad-2023230 -
Best strategy for optimizing Facebook annotations in Bing & Yahoo
My website has a page on Facebook with around 32K connections, these are not showing up in Bing's serp annotations because Bing is not associating my page with the website. Unsure why because I have closed loop links and used their Page Like Box to generate those 32K connections. I have Facebook insights and Bing webmaster tools authorized for the domain Does anyone know how I can ensure Bing makes that connection? If that's not possible, would it be more advantageous to drive likes to my sitewide domain or specific pages? My testing on Bing suggests the domain level like is most likely to trigger annotations, even for deeper pages with no specific likes. http://ministry-to-children.com/ http://www.facebook.com/MinistryToChildren
Social Media | | Tony-Karib0