Create Facebook Lookalike Audiences from High Value Users

Running Facebook ads is a great way to reach potential customers and drive new revenue for your business. But showing even your best ads to just anyone won’t bring you the best return on ad spend (ROAS). To achieve that, you have to make sure that you're targeting users who are (or could be) interested in what you are selling.

You can manually build audiences in ad platforms, but this can often be guesswork based on assumptions which can result in your ads not being optimally shown.

A better solution is creating lookalike audiences from your existing customers. Using your vast amounts of user and interaction data, ad platforms like Facebook can take an existing customer list (a seed list) and generate new audiences of similar users for you to target. Doing so expands your reach while ensuring that your audience quality remains high.

This playbook will walk through how you can use Hightouch to create and automatically sync these audiences from your data warehouse to Facebook - eliminating the bottlenecks of writing engineering tickets and manually uploading CSVs.

Let’s say you're a marketer for a large SaaS business with different contract tiers. You want to grow your user base by advertising to potential customers on Facebook. While "Free" tier customers are great, acquiring high value or "Gold" tier customers is more likely to increase your company’s revenue.

To solve this, you turn to lookalike audiences. With lookalike audiences, Facebook will automatically create similar audiences of users from a list of existing customers that you've supplied. Rather than forcing your engineering team to pull this list manually so you can upload it to Facebook, you turn to Hightouch to sync audiences to Facebook automatically.

Please note that you will need the audiences feature enabled in Hightouch. To enable audiences, please request a demo here or reach out to our sales team.

1. Select from our supported source types and click Continue.

   

2. Enter your source configuration details and click Continue.

   

3. Name your source and click Finish.

   

1. Navigate to destinations and click Add Destination. Select Facebook Custom Audiences and click Continue.

   

2. Connect to Facebook with 0Auth. This will open up a new window to input your credentials. Once done, click Continue.

   

3. Name the destination and click Finish.

   

1. Navigate to Audiences and click Add audience. From here select your customer data object and click Continue.

   
   

2. Build your Audience. Click Add Condition and select Have a Property. In this scenario, we're building an audience of high-value users.

   
   

3. Click Preview results to better understand your audience composition and click Continue to name and save your audience.

   
   
   

1. With your audience built, it's time to create your sync to Facebook. Click on the audience you've created. From there navigate to Syncs and click Add sync.

   
   
   

2. Select the Facebook Audiences destination that you set up and choose which columns you want to sync to Facebook. If you're dealing with PII data you can configure Hightouch automatically hash your data.

   
   

3. After you've mapped your columns you can set your sync schedule and click Finish.

   

4. With your sync configured, simply click Run and your audience will begin syncing to Facebook.

   

5. With your audience now populated in Facebook you can create a Lookalike audience for your new prospecting campaigns.

Lookalike audiences help organizations find new high-value customers without any guesswork. Using Hightouch, marketing teams can independently create and sync audiences to Facebook to quickly and easily build lookalike audiences. That means no more waiting on engineering requests and no more manually uploading CSVs.

Want to learn more? Check out our other playbooks or book a demo with our team of experts today!