Why ‘Lookalike’ Profiles Work For Facebook Ads: Salesforce
Got a whole lot of customer data but don’t know how to use it effectively when it comes to advertising on social media? Read on…
While digital advertising is a highly-specialised and data-heavy market, it can still be hit and miss.
According to The Future of Advertising Report by Salesforce, around $200 billion will be spent on digital advertising globally in 2016, but click-through rates (CTRs) on the world’s most popular websites and platforms remain low – Facebook’s CTR is one per cent, while Instagram’s is 0.11 per cent.
The report also notes that for the most part, cost per thousand is rising, so marketers need to be smarter about how they target and convert individuals using CRM data.
“An entirely new market of potential customers is opened up through the smart and personalised use of CRM data,” it says.
“The level of data available about individuals today not only allows you to deeply understand their motivations and behaviours, but also offers the opportunity to identify other like-minded individuals with similar behavioural traits.”
So, how do you effectively target new customers on social platforms such as Facebook who are likely to share common interests and motivations as your most valuable customers? With ‘lookalike’ profiles, of course!
Don’t believe it? Here are a couple of examples from Salesforce’s report:
Outrigger Resorts
Travel company Outrigger Resorts combined email engagement data, past sales and sentiment data to build lookalike profiles in order to acquire new email subscribers via sweeps on Facebook.
“Not only did they beat their cost per acquisition target by 89 per cent (surpassing their search advertising goals along the way), but those people were also twice as likely to opt in for promotional email,” the report says.
Scotch & Soda
Holland-based global fashion retailer Scotch & Soda, with marketing technology partner Emark, built an audience segment of email lists to sync to Facebook in order to acquire new customers with similar attributes to existing customers.
“The lookalikes campaign returned nine times the ad spend, with cost per checkout at €3.95 (just under AUD $6).
If your keen to discover more ways on how to best utilise your CRM data through digital advertising, download the full report by Salesforce now.
Latest News
The Inspired Unemployed Launch Their Own Podcast Via Spotify
The Inspired Unemployed are launching a Spotify Original podcast, giving Australians even more insight into the larrikin’s unexpected fame and adventures. Commissioned by and only available on Spotify, the first ever podcast from the duo will bring a whole new dimension to the adventures of Matt and Jack, two best mates who still can’t quite […]
Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
In this guest post, Garth Williamson (main photo), country manager ANZ at Shutterstock, says all the evidence is in for a more inclusive workplace, but asks why are so many still shunning the idea? The evidence is clear; inclusive marketing increases brand reach, consumer engagement and drives customer brand advocacy. And yet, few brands are […]
Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered
The Masked Singer’s big reveal saw a slight drop off in audience from its Monday night episode, netting an average of 654,000 viewers. That’s a decrease of 49,000 from the previous night where, as you are sure to remember, the dancing pinata was revealed to be Lote Tuqiri. Last night was the reveal of a […]
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
Australasia’s largest real estate agency has released its biggest brand campaign ever that was all done in-house. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was […]
Channel 7 Reporter Attacked With “Urine” While Reporting!
Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne. Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]
Beer Brand Roasts The High Cost Of Advertising, Instead Pays Drinkers To Plaster Their Home With Its Ads
American beer brand Pabst Blue Ribbon wants to pay drinkers to plaster their homes with ads for the brew. The oddball campaign is called “In home advertising” and, despite the fun, works more as a clever piss-take of the advertising game. Apparently the idea for the ad came about when the client complained of the […]
JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract
JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]
The Lab Expands Executive Team With Three Promotions
Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]
Like It Or Not, TikTok Has Become A Crime Solving App
In the absence of Batman and Robin, it appears Commissioner Gordon can now rely on TikTok to fight the baddies.
InMoment Appoints Eric Weight As Vice President Of Solutions Consulting For APAC
A handy batter, Eric Weight is the perfect addition for InMoment as the office cricket team prepares for a tough summer.
Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
Wunderman Thompson Releases Adland’s Roadmap For The Metaverse
Much like how one can always manage to lose individual socks, the metaverse remains one of the great modern mysteries.
SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial
Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]
Tug Sydney Appointed By Global Restaurant Booking Platform Dish Cult
If Dish Cult was to be an actual cult, it would definitely have to have a croquembouche on the dessert menu.
Investigation Shows Brands Like Nike, Amazon And ASOS Are Being Advertised On COVID Conspiracy Sites
This investigation could explain why Alan Jones was spotted galavanting around Sydney in a pair of Nike Air Force 1s.
Beneath The Blockchain: Why Brands Are Getting Involved In NFTs
Still have no idea what an NFT is? Exacerbate your sense of confusion here!
Your Delivery Has Been Delayed: eCommerce Orders Tipped To Spike 30% Before Christmas
There is no greater pain than a delayed order from The Iconic. Well, other than stubbing your toe or a paper cut.
Salesforce Marketing Cloud Improves AI Capabilities
The AI on Salesforce's Marketing Cloud can do almost everything but go to the pub with your clients for a long lunch.
Oracle Launches Fusion Marketing To Help Improve CRM For Marketers And Salespeople
Oracle's new Fusion Marketing tool promises to be almost as delicious as a French-Thai fusion dish, albeit inedible.
Building Intelligence In A New Marketing Landscape
Unfortunately, binge-watching MAFS is not on this list of intelligence-building activities.
QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
Two-Thirds Of Australian Crypto Enthusiasts Think Crypto Will Continue To Grow Against The Dollar
B&T would like to remind you that this is not financial advice and nor do we have any idea what a bitcoin actually is.
Facebook Releases Campaign For Ray-Ban Stories Smart Glasses
With a price tag of $411, B&T's editor would much prefer to continue wearing the Ray-Bans he picked up in Bali in 2008.
#EmmySoWhite Circulates On Twitter After Awards Show
#EmmySoWhite is circulating on Twitter & rest assured it's nothing to do with the sauvignon blanc served to attendees.
RuPaul Breaks Emmys Record, Becoming Most-Awarded Person Of Colour
B&T continuing to deliver our in-depth & authoritative Emmys coverage and that's despite no staffer even watching it.
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR
Adam Shand launches real crime podcast on LiSTNR, with interviews to include Colonel Mustard & Professor Plum.
Lego Unveils Brilliantly Fun New Campaign That’s A Celebration Of Kids’ Imagination
Lego's one of those toys that's great no matter your age. Although middle-aged men playing with it can be a bit weird.
