Is a Facebook lookalike audience a good idea when audience requires a necessary characteristic
-
We are running a social media campaign for a point of sales system for restaurants and retail stores. We have had quite a bit of traffic to our website from Adwords and SEO.
We have thought of the idea of creating a new look-alike audience based off the people who have come to our website already.
However, we only really want to only build a Facebook audience consisting of business owners, managers or decision makers of restaurants and retail stores that would be interested in a point of sales system at some point. We know that most of the people who have come to our website (from SEO and Adwords) have been interested, in some degree, in our point of sales system. My reservation though is that if we create a look-alike audience, Facebook will not be able to replicate the type of audience that really fits this profile - that it will create an audience possibly of similar personalties, interests etc to that of those that have visited our site, but not one that consists predominately or entirely of owners, managers or decision makers of restaurants and retail stores. This is the necessary characteristic we are wanting for our audience members.
Is it fair to assume that in this situation Facebook won't be effective in its creation of a look-alike audience to fulfil what we are really needing as stated? Or am I underestimating Facebook's abilities?
You thoughts here would be greatly appreciated.
-
Gavo,
I think in this scenario, I would encourage you to just test it out and see how it works for you. The lookalike audiences can be a great way to reach those that you may not have any option to target normally. And since Facebook cpcs are generally much lower than AdWords, it's worth setting aside a testing budget and running a few different tests.
Another idea would be to instead of creating a lookalike audience, to create a target that does match your criteria. Facebook has a large selection of criteria and you can preview the audience size before running a campaign.
Do keep in mind that Facebook doesn't have the same intent as SEM marketing. You'll need to give them a strong reason to take action.
Best of luck! Let me know if you have any further followup questions!
Trenton
-
Base on my experience is very hard to create that kind of segmentation on facebook. Facebook is a great source of information but has some disadvantages, google collect information based on people's search terms in other hands facebook collect information based on people's behavior.
A good funnel in your case is create an audience using your emails campaings and google adswords campaigns in the first line and then use the facebook retargeting to reach just the people that you want
A good option for that is Adroll
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Facebook & Instagram outage.
So mozzers, you think we will get the truth on why facebook and Instagram went down once they get it back up? so far their outrage has been almost an hour.... your pal, chenzo
Social Media | | Chenzo0 -
Removing Facebook Pages Without Admin Access
A few years ago someone started a Facebook page for my company. It has about 15 fans and is not active, however it is ranking in Google because of it's age. I want to delete the page (so that the real official Facebook page will rank instead). However, I do not have access to the original admin account and Facebook is not responding to my removal requests. Any suggestions for what I should do? Thanks!
Social Media | | theLotter0 -
Facebook Places & Business Pages - Any way to consolidate
Hello, I've read multiple posts on this, and the new timeline layout rolling out for business pages..but I haven't seen an update to this issue. My company has a retail store and an online store. Because of this, we had to create a places page and a regular business page. When people "check-in" via Facebook, the check-in goes to the places page. But our main marketing efforts and large fan base are at the business page. Facebook used to allow you to combine these. In a perfect world, all would live on one business page. Has anyone heard an update on this feature? Thanks either way.
Social Media | | Blenny0 -
Facebook likes, search rankings, acquisition speed. Concern?
SEOs know that a rapid uptick in link acquisition speed can trigger a red flag within google. Is the same true of a FB Like campaign? I'm not up to speed on whether Google is believed to use Facebook Likes in its ranking algo. Should we treat a FB Like acquisition campaign like we do linkbuilding -- namely, throttle it so that there isn't a huge spike in growth rate for a short period? Surely FB might have internal algos that devalue 'astroturf' likes, but the core concern of this client is whether SEARCH RANKINGS might suffer if the FB Likes grow too quickly. My gut says no, don't be concerned. What do you think?
Social Media | | mcglynn0 -
Disqus Vs. Wordpress Vs Facebook VS Comment Plug Ins
I'd like to see if the community could offer some feedback on how to 'step up' the comments on our blog. I've been looking over various options, and of course you can find as many pros as you can cons for each of these. In addition to our website, we have a very active, and engaged Facebook page, so my first thought is to install Facebook comments on our blog. However I believe you loose the SEO benefit form the comments (I'm not sure how much SEO benefit you get form the comments anyways if the post content is optimized), people can't comment unless they have, and want to use, their Facebook account (although I've seen some work arounds that allow people to use either or), people don't get notified when there is a reply to their comment, I don't 'own' any of the comments, Facebook does...so if I ever decide to change comment systems, I loose all the comments, and I loose the ability to send a 'welcome email' to first time commenters (which has been very effective for newsletter sign ups.) Facebook sends a large number of traffic to my site, and since there are so many people on our Facebook page, I feel this may be a good option. One other concern I have by allowing people to use either Facebook comments or Wordpress comments is the use of my top commenter plug in. This plug in has been very useful in increasing our blog comment engagement. We are even going to be rewarding our top commenter each month. I'm assuming if you use Facebook comments by itself, or the combo Facebook / wordpress solution I've found online, I wouldn't be able to use a top commenter plugin, since this is pulling the data from Wordpress, correct? One thing I don't understand is I've seen a plug in (I think it's Facebook simple connect) that allows comments to 'sync' between those comments that appear on the blog, and those that appear on wordpress. I'm not sure how this works. Does Facebook recognize a certain url being posted on the Facebook page, and associates that with the same url on the blog, and simply syncs the two? In other words can people comment on the blog (via Facebook comment) and comment on the Facebook page, and simply continue to conversation from either location? This would be a pretty neat feature, but I'm not sure if that's how it works. Also, if I use Facebook comments solely, does anyone know what happens to all of the previous comments left on the blog? Do they all go away? In other words, does it make it seem like I have zero comments on any posts? This wouldn't be good. I know a lot of people use and like the Disqus comment system, but I've read lots of horror stories about loosing comments, blogs being slowed down tremendously, etc. I like how disquis allows you to 'like' someones post. I feel like this would help increase community engagement, but not sure how much. (We already get a fair number of comments as it, I'm just trying to make the experience better.) I'd like for people to be able to post pictures / images in the comments, and I think disqus allows for there (though there may be plug ins that allow this on the native wordpress comments.) Finally I'm wondering if there are some good comment plug ins that would allow me to stay using wordpress native comments, but step up the comments. For instance, using pictures in comments, being abel to rank comments (sort of like the thumbs up / down here on SEOmoz) and any other cool plug ins that help promote engagement. I hope you guys can offer some insight as to the best direction to go with the comments. Thanks in advance!
Social Media | | NoahsDad0 -
Facebook Comments | Massive Overall Increase in Rankings! Anybody else experience this?
Last week I implemented Facebook Comments and Addthis to my site. Rankings went up for nearly all my keywords. I have people from Africa, Europe and USA asking questions. Every time someone comments, it is shared on their Facebook Wall. I want to know if anybody has experienced this besides me? Here's my site if you want to see it in action.
Social Media | | Francisco_Meza0 -
Facebook Reach from 1,200 to less than 20 in 24 hours?
I created ad #1 in facebook ran it for a marked time frame. Target audience 1200. Reached 248. Created ad #2. Wanted to test it against ad #1 for same audience, but now Facebook says the target audience is less than 20 people. Huh? Facebook can't be loosing people that fast. Why would this happen? Is it simply a glitch?
Social Media | | Thos0030 -
Dud facebook likes / fake profiles.
I've seen a few companies pop up offering 'facebook likes' for sale. I'm assuming these are all dud accounts that are subject to get deleted in a second if facebook catches on. Anyone else have something to add?
Social Media | | qlkasdjfw0