14 Feb '13, 8am

Facebook Lookalike Audiences Helps Target Ads at Lower CPA

Facebook has expanded its custom audience targeting feature to now include what it calls "lookalike audiences." By porting their CRM databases to Facebook, advertisers can reach their existing customers and users who share similarities with their customer base. Facebook's custom audience algorithm will now pull additional clusters of users for advertisers to target based on similar interests, demographic data or location. If the new beta feature is effective, brands will be gaining a unique insight and direct connection with Facebook users who are more likely to become customers. "I think this gives an opportunity for advertisers to get a better understanding, and another way of looking at, who their audience is," notes James Malins, VP of cross-channel solutions at Adconion Direct. "By creating a lookalike profile against an advertiser's existing CRM base, it means advert...

Full article: http://searchenginewatch.com/article/2243783/Facebook-Loo...

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