Creating Custom And Lookalike Audiences

In the world of digital advertising, targeting the right audience is crucial for the success of any marketing campaign. By reaching the right people, you can maximize the impact of your message and increase your return on investment. One effective way to achieve this is by creating custom and lookalike audiences. In this tutorial, we will explore the process of creating these audiences and how they can be used to enhance your targeting efforts.

  1. Identifying Custom Audience

Before creating a custom audience, it is essential to identify the characteristics and demographics of your ideal target audience. This information can be gathered through various methods, such as customer surveys or using Facebook's audience insights tool. Once you have a clear understanding of your target audience, you can start creating a custom audience.

  1. Accessing Facebook ads Manager

To create custom and lookalike audiences, you will need to access the Facebook Ads Manager. This is where you can manage and optimize your Facebook ad campaigns. To access the Ads Manager, log in to your Facebook account and navigate to the Business Manager. From there, click on “Ads Manager” in the top navigation menu.

  1. Creating a Custom Audience

In the Ads Manager, click on the “Audiences” tab in the left-hand side menu. This will take you to the custom audience creation page. Here, you will find a variety of options for creating custom audiences based on different criteria. Let's explore a few common methods:

a. Customer File: If you have a list of customer emails, phone numbers, or Facebook user IDs, you can upload them to create a custom audience. This is particularly useful for retargeting customers or creating personalized advertising campaigns.

b. Website Traffic: By installing the Facebook pixel on your website, you can track and target users who have visited specific pages or taken certain actions on your site. This allows you to reach people who have already shown an interest in your products or services.

c. App Activity: If you have a mobile app, you can create a custom audience based on specific in-app actions. For example, you can target users who have made in-app purchases or completed a certain level in a game.

d. Engagement: This option allows you to target people who have engaged with your Facebook Page or posts. You can create a custom audience based on people who have liked, commented, or shared your content.


  1. Building a Lookalike Audience

Now that you have created a custom audience, you can take it a step further by building a lookalike audience. A lookalike audience is a group of people who share similar characteristics with your existing custom audience. This allows you to expand your reach and target new potential customers who are likely to be interested in your offerings.

To create a lookalike audience, go back to the “Audiences” tab in the Ads Manager. Click on the “Create Audience” button and select “Lookalike Audience” from the dropdown menu. You will be prompted to choose a source audience (your custom audience), select a location, and decide on the audience size. Facebook will then analyze the source audience and find people who match their characteristics within the selected location.

  1. Testing and Optimizing

Once you have created your custom and lookalike audiences, it is crucial to continuously test and optimize your targeting efforts. Monitor the performance of your campaigns and make adjustments as needed. Split testing different audience segments can help you identify which groups are most responsive to your ads and refine your targeting strategy accordingly.


Creating custom and lookalike audiences is a powerful way to target the right audience and maximize the impact of your Facebook ad campaigns. By utilizing the information you have gathered about your target audience, you can create custom audiences based on specific criteria. Additionally, lookalike audiences allow you to expand your reach and find new potential customers who share characteristics with your existing audience. Remember to test and optimize your campaigns to ensure you are getting the best results possible.

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