Thread by @AdsAlchemist

"I just need to get to 100 purchasers, so I can create Lookalikes and then my performance will get better"

Wrong.

I hear this a lot from beginners who clearly don't understand LLAs.

So, let's see if we can change that.

** Lookalikes 101 Thread **

Before I explain what a Lookalike audience is, I need to explain what a custom audience is.

A custom audience is a list or group of users that you have collected or they have interacted with your pixel/website/accounts.

The image below shows all of the ways you can create one.

Now, you know what a custom audience is.

So, in order to create a Lookalike there are 3 parts.

1. Lookalike Source

2. Audience Location

3. Audience Size

1. Lookalike Source

This is where you select your custom audience that you want to use to create a LLA.

You can also create LLAs directly from your product catalog or pixel.

Whatever source you select it must have at least 100 people from a single country with a FB account.

2. Audience Location

This is where you select what country or countries you want your LLA audience to include.

Your LLA audience will only include people in the country or countries you select here.

Usually, I like to stick to creating LLAs with only one country.

3. Audience Size

This section can be tough for some people, so pay attention.

You are able to select the size of your LLA audience on a scale from 1%-10%.

Depending on the country or countries you select, will determine the size of each percentage LLA.

So, if I pick a 1% LLA in the US, the LLA will be 2,160,000 people because that is approximately 1% of the US's population.

The bigger the percentage the larger your LLA audience will be.

However, the bigger the LLA the less similar it is compared to the source audience.

This is because of how FB populates the LLAs.

They take the demographic info and interests of the people from the source audience and use that to find similar people in the selected country.

So, since a 1% LLA audience is smaller compared to a 10% LLA, it will have more similarities to the source audience compared to the 10%.

But, that doesn't mean that the 1% LLA will always outperform the 10%.

So, it's important that you test different percentages.

Also, I see a lot of beginners fixate on just the purchase LLA.

Please don't do this.

Make sure you are testing different types of LLAs from different sources.

Some sources you can test are video views, time spent on site, add to cart, and IC.

They are plenty more.

Hope this helps some of you guys!

If you have any questions feel free to comment them down below.

Thanks,

AA