Creating MOFU (Middle of the Funnel) lookalike audiences is about finding new potential customers who resemble your most engaged users. Here's a conversational guide to help you get started:

Super Lookalike of Purchasers

Modeling your ads after those who have already purchased from you can replicate your success. Here’s how:

Create Four Sets of Lookalike Audiences:

Develop lookalike audiences within percentages that represent degrees of similarity to your original purchasers: 0-1%, 0-2%, 0-3%, and 0-4%. The lower the percentage, the closer the match to your original audience's characteristics.

Save and Consolidate Audiences:

Group these lookalike audiences into a single saved audience to streamline campaign management.

Exclude Current Customers:

To maximize efficiency and minimize redundancy, exclude individuals who have already made purchases.

Lookalike of Cart Abandoners

Reduce cart abandonment by creating lookalike audiences based on those who added items to their cart but didn’t complete the purchase:

B2C Strategy:

Create a lookalike audience from individuals who have added items to their cart but did not complete the purchase.

B2B Adjustment:

For B2B contexts, use the top 5% of website visitors for creating lookalikes.

Adjusting Audience Size:

Typically, a 1% lookalike provides the best results. If the audience size is too small, expand the parameters up to 4% similarity to increase the audience pool.

Lookalike of Email List

Targeting based on email lists can be powerful but requires careful consideration:

Dual Effect:

While beneficial, targeting lookalikes based on email lists can also harm your brand if not done thoughtfully, as it might target uninterested parties or lead to audience fatigue.

Lookalike of Video Viewers

Using video engagement as a criterion for audience creation can yield high returns on ad spend (ROAS):

High Engagement Viewers:

Create lookalikes from users who have watched at least 95% of your videos, suggesting high engagement and interest.

Base Audience Size:

Ensure you have a base audience of at least 5000 people who meet this criterion for effective lookalike creation.

Alternative Criteria:

If the ideal base size isn't available, consider those who have watched at least 75% of your videos.

Time Frame Consideration:

For building a robust source audience, consider using a time frame up to 180 days.

Lookalike of Instant Experience Ads

Leveraging data from users who interact with Instant Experience Ads can enhance your targeting:

Source Audience Size:

The effectiveness of lookalike audiences depends on the size of your source audience. Aim for a substantial number of interactions.

Expand on Low Volume:

If your source audience from these ads is under 5000, consider expanding the lookalike criteria to include similar interactions like add-to-cart or wishlist additions to provide Facebook with more data for better audience matching.

Happy Learning! 😊