@BVMatson

UBER-TARGETING: ARE LOOKALIKE AUDIENCES THE

NEXT BIG THING IN MARKETING?

@BVMatson

Let’s fall into the digital advertising rabbit hole.

@BVMatson

You’re using social ads, right?

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SOURCE: Gartner.com

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@BVMatson

WHAT is a LOOKALIKE?

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@BVMatson

“Lookalike Audiences” are a way to reach new people who are likely to be interested in your destination because they're similar to users you’ve already connected with.

WHAT ARE LOOKALIKE AUDIENCES?

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@BVMatson

Creeper Mode Activated

CREEPY DUDE

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MARKETER

@BVMatson

Use lookalike audiences to build

A Bigger tent

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@BVMatson

Facebook = Lookalike Audiences Twitter = Tailored Audiences Google = Similar Audiences

KNOWTHELINGO

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DATA &

TRACKING

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@BVMatson

DO THEY WORK?

It depends on your situation… but YES.

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ARE LOOKALIKE AUDIENCES THE NEXT BIG THING IN MARKETING?

@BVMatson

NO

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ONE of MANY tools available

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Targeting tactics by ad FLIGHTs

Flight Targeting Tactics

Flight 1 Lookalike of 2015 XYZ entrants, XYZ football interests

Flight 2 XYZ alumni and XYZ-related fan sites

Flight 3 XYZ football interests, fan sites and media

Promoted Post 1 Page Lookalike + XYZ football interests

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Pick the appropriate tool for the job

@BVMatson

Marketers now spend more time looking for new audiences than they do on the ones they’ve already acquired.

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@BVMatson

Should I use Lookalike

Audiences?

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@BVMatson

@BVMatson

@BVMatson

@BVMatson

ONE FINAL NOTE

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#LANDINGPAGES

@BVMatson

LANDINGPAGES

#LANDINGPAGES

@BVMatson

#LANDINGPAGES

@BVMatson

</rant>

@BVMatson

Brian V. Matson Senior Director of Strategy & Education @BVMatson brian@TwoSixDigital.com www.TwoSixDigital.com