Category: Marketing Automation

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If you’ve ever been in charge of running ads for a business, I’ll bet you’ve wondered how to get cold audiences to interact with your ads. It’s the age-old problem of online advertising.
With Facebook ads, one of the best ways to target a cold audience that is likely to interact with you is to use lookalike audiences.

Don’t worry if you’ve heard of this concept, but have been slightly worried about getting started with the process. I know I thought the process would be more complex when I was working at an agency. Lucky for us, it’s actually really simple.
Below, let’s learn everything you need to know to get started with Facebook lookalike audiences.

So, how does it work?
How does Facebook create lookalike audiences?
Well, Facebook will look at your custom list of people (called a source audience), then match emails with those Facebook profiles, and then find users who have similar interests or are in a similar demographic.
With a lookalike audience, you can reach a cold audience that is highly targeted (reaching only the top 1% of people who most closely match your custom list) and more likely to convert than other audiences because they’re similar to your warm audiences.
When you create a lookalike audience, you’ll be able to maximize your reach and improve your cost per acquisition for new leads since you’re targeting warmer audiences.
Additionally, when Facebook is creating the lookalike audiences that your ad will show up for, it makes sure to exclude anyone from the source audience (the list you uploaded).
You can use several lookalike audiences even for one ad set, that way your ad can show up to people who are similar to your web visitors as well as your email list.
Now, how do you create a lookalike audience?
1. Go to Audiences.
The first step is to log on to Facebook Ads. Then, click the nine dots in the left-hand corner, and click “Audiences.”

2. Select Create Audience and choose Lookalike Audience.
Now, click the blue button that says “Create Audience” and then scroll down to “Lookalike Audience.”

3. Upload your source audience.
This step is where the magic happens. Now it’s time to upload your custom audience source. You can upload a .txt or .csv file or choose a Facebook source. This audience source can be from:

An email list
Website visitors (based on a Facebook pixel you’ll need to install on your site)
App activity
A customer list
Facebook sources (people who have watched your videos, filled out a form, Instagram followers)

To determine which source you want to use, think about your goals. Are you trying to get new email subscribers? Then maybe your email list would be best. If you’re trying to increase sales, maybe you should use your website visitors list.
Either way, it’s important to think about the goal of your ad before you choose your source audience.

4. Choose the country you’d like to find a similar set of people in.
Once you’ve uploaded a list, choose the country that you want to target. This doesn’t mean that people in your source audience need to be from this country. This is just the country or countries you want to target for the ad.

5. Decide your audience size.
Now, you can select your audience size. For example, if you choose 1%, then the people you target will include people who are most similar to your lookalike source. If you increase the percentage, then you increase your audience size. The bigger the audience size, the less precise the matching details are.

6. Click Create Audience.
Last but not least, click the blue button that says “Create Audience.” It might take up to a day for the audience to be created. But once your lookalike audience is being used, it will refresh every 3-7 days as long as you have ads that are currently targeting it.
Once you’re done creating your lookalike audience, you can set even more parameters by going into the Power Editor tool and choosing a specific age, gender, location, etc.
Before I set you off to the races, though, let’s first discuss some of the requirements of creating a Facebook lookalike audience.
Facebook Lookalike Audience Minimum Size
To create a Facebook lookalike audience, your source audience needs to include at least 100 people from a single country. Additionally, it’s recommended that your source audience contain 1,000 to 50,000 people. You can also create up to 500 lookalike audiences from a single source audience.
If you’re looking to create a Facebook ad, using lookalike audiences is one of the best ways to target cold audiences. These audiences will be more likely to engage with your ad based on their similarities to your other audiences.
If you’re a HubSpot customer, you can use HubSpot’s ads tool to manage your digital ads, including ones run on Facebook.

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A few years ago on Thanksgiving, my entire family flew to my sister’s house, except for me. I couldn’t afford the plane ticket, so I stayed home. When I looked at their pictures on Facebook, I was upset that I missed out on the trip.
That concept is called the fear of missing out (FOMO). FOMO, while upsetting when I missed my family trip, is actually a great marketing tool to use when you’re planning an event.

Usually, people don’t start registering for events until the last minute. As a marketer, you’re probably wondering, “How can I get them to register earlier?”
A great way to sell more tickets faster is to use FOMO as a way of motivating your audience to buy tickets through early bird registration.
Today, let’s learn how early bird registration can help you sell more tickets to your events.

The idea behind early bird registration is that people won’t want to miss out on a deal. Plus, this tactic taps into your audience’s sense of urgency. So if you have people on the fence about whether or not they want to go to your event, then an early bird registration might be all you need to nudge them in the right direction.
However, for an early bird discount to work, it needs to be of great value. The package shouldn’t just be slightly cheaper. In addition to the discount, maybe early bird registrants get access to more content, or perhaps the discount is really steep. Either way, it needs to be worth it, otherwise, people won’t feel like they’re missing out if they don’t partake.
Ultimately, this means you can sell more tickets and attract more people to your events.
Additionally, using early bird registration could help you project how much interest there is in your event and your marketing materials. If you have a hard time getting people to buy early bird tickets, then perhaps you need to switch up your marketing tactics before the event. It’s kind of like a test run for your promotional plan.
If all goes well, you’ll also get attendees excited about your event and give them time to talk about it on social to help you spread the word.
To get people excited about early bird tickets, you can promote your keynote speakers, and market the value of the event. What will people get by attending your event?
Now that we know more about what early registration is and why you should use this tactic, let’s dive into the logistics of running early bird registration.
How long should early bird registration last?
For early bird registrations, you can set a certain time period or you can limit the number of purchasers. For example, you can have the early bird discount available during the first week of sales or you can only offer a discount to the first fifty registrants.
Additionally, you might consider only offering early bird discounts to members or subscribers. This is a great benefit and encourages people to sign up for your service. Or you can reward repeat attendees. If you hold an event every year, perhaps repeat customers can get access to early bird discounts before anyone else.
When you’re strategizing about how long the early bird registration will last and what the package should include, it’s important to factor in how many tickets you can sell at a reduced price without hurting your profits. So before you decide on the time frame or the number of tickets, think about your projected attendance.
When your early bird registration ends, it’s time to take advantage of the momentum you’ve built. Use the marketing materials that were successful for a big push before the event.
Early bird registration is a great way to accelerate and improve your sales for your next event. By utilizing urgency, relying on scarcity, making early bird registrants feel like VIPs, and creating a fear of missing out, you’ll create buzz and excitement around your event.

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