Lookalike Audiences – Digital Marketing 101

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Niche Digital Marketing 101

Part of the 101 series, an introduction to various topics for enrollment marketers.

What are Lookalike Audiences?

Lookalike Audiences (also known as Similar Audiences in Google), are audiences that have similar demographics (age, gender, location) and interests to those of your existing audience. You have the ability to choose the source of your original audience whether that is a pixel on your website, an imported list, those who have your app, or people that like/follow your pages. Once selected, the engine will create an audience that mirrors your current source, allowing you to expand your brand awareness to high intent searchers.

How to Set Up Lookalike Audiences

Choosing Your Source Audience

When selecting your source audience, both Facebook and Google provide various options allowing the lookalike audience to align with your goals. The source can stem from a pixel on your website capturing individuals who have visited in the past, those who have downloaded your app, people that like/follow your page, or engaged users (people that have watched videos, visited your profile, sent a message, clicked a call to action, or saved a picture/post). You also have the ability to manually upload lists from things like email sign ups or a form. The source provided must have at least 100 people (Facebook recommend lists containing between 1,000 and 50,000 people) in order to create a lookalike audience. 

Audience Size

After choosing your source, you then have the ability to select the reach of your new audience. The larger the size the more people your audience will have, but expanding the size can weaken the level of similarity. A smaller lookalike audience will have fewer people, but will more closely align with your source audience. 

Campaign Optimization

Once you have selected the size of your lookalike audience, you can further optimize the new group similarly to how you would a normal audience. Options like demographics, device, and location targeting will help tailor who sees your ads. A key feature to keep in mind when creating your lookalike audiences is that it will take around 24 hours to populate. In an effort to find users that match your criteria, the audience is not automatically available. While the initial launch will require a learning period, the audience will dynamically update every 3 to 7 days so that you do not have to manually renew the data . 

Why Use Lookalike Audiences?

With billions of people constantly searching the internet, it’s hard to capture everyone that may be interested in what you have to offer. It is also incredibly time consuming to find the perfect people that align to your goals. Lookalike audiences help expand your brand awareness without carelessly spending ad dollars and time on those who have no interest in what you provide. 

The biggest benefit of using lookalike audiences is the ability to market to high intent students and families that you may not have been able to reach on your own. This can ultimately create new traffic and bring more visibility to your brand helping you reach your targets and goals.

Lookalike Audiences with Niche

At Niche, our high intent audience is what makes our platform so unique and powerful. Utilizing lookalike audiences allows us to broaden our reach with our already actively engaged users offering you the highest quality of prospects! If you’re interested in learning more, you can request a demo of our products.

Why is Niche Remarketing So Powerful?

We are able to ensure your ads are targeted to prospects that have signaled interest in your school, similar schools, or performed relevant searches on our site. We also make sure to serve your ads at the right time. Our ads are targeted to prospects while they’re actively engaged in the school search process, introducing your school during this critical period.


Courtney Camp

I grew up north of Pittsburgh and moved to the city for college at Duquesne to study Entrepreneurship and Marketing. After living Downtown for four years, I stayed in the city and have worked in various marketing capacities spanning from social media and email marketing to paid search analysis and implementation. Outside of work, I love exploring the city for a new coffee shop or place to eat (favorites include Dianoia’s or Gaucho but I can’t pick just one). I also spend a lot of my time running or coaching at [solidcore] and F45!

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