A lookalike audience is a group of people who share similar characteristics with an existing audience, such as current customers or newsletter subscribers. It is used in advertising platforms like Facebook and Google to find new people likely to be interested in a product.

Lookalike audiences are created by analysing the traits of a source audience and finding others who match those traits. They expand reach while maintaining relevance, and they are often more cost-effective than broad targeting. The quality of the source audience strongly influences results.

Key points

• Similar to an existing audience
• Created from a source audience
• Expands reach with relevance
• Quality depends on the source