Facebook rolls out improved targeting for advertisers

Facebook has rolled out a global targeting feature for marketers called Lookalike Audiences, which allows them to reach people like their customers.

Facebook has rolled out a global targeting feature for marketers called Lookalike Audiences, which allows them to reach people like their customers.

The idea behind Lookalike Audiences is that marketers can target an audience that has similar interests to or shares the demographics of its existing customers.

Facebook said that by using Lookalike Audiences, advertisers can expand their reach to specific geographic areas or audiences who are not already fans of the company on their Facebook page.

The company created Lookalike Audiences from a targeting feature Facebook launched last autumn called Custom Audiences. That allows marketers to take their existing customer lists and show ads to those consumers on Facebook.

The social networking service said advertisers could serve any type of Facebook ad to these new groups of potential customers.  

"We've seen this new type of targeting drive a wide range of success metrics for direct response companies like Fab, including lower cost per checkout, lower cost per acquisition, larger purchase size, and faster and increased return on investment," said Facebook.

This story originally appeared on the website of Brand Republic, the sister publication of PRWeek at Haymarket Media.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in