Lookalike Audience
A way to reach new people who are likely to be interested in your business because they share similar characteristics (demographics, interests, behaviors) to your existing best customers.
Example in Practice
"We uploaded our email list of 1,000 past purchasers and created a 1% Lookalike Audience to find the top 1% of people in the US who most resemble our buyers."
Related Terms
Advantage+
Meta's suite of AI-powered automation products that minimize manual control in favor of algorithm-driven results. The most famous is Advantage+ Shopping Campaigns (ASC), which fully automates targeting and creative combinations.
Broad Targeting
A targeting strategy where you define essentially no audience constraints (no interests, no lookalikes) other than location and age/gender. You rely entirely on your ad creative and the algorithm to find the right people.
Custom Audience
A Custom Audience is a targeting option that lets you reach people who already have a relationship with your business. You can create Custom Audiences from customer lists (emails/phones), website visitors (via Pixel), app users, or people who engaged with your content on Meta platforms.
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