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A lookalike audience is a group of social network members who are determined as sharing characteristics with another group of members. [1] In digital advertising, it refers to a targeting tool for digital marketing, first initiated by Facebook, which helps to reach potential customers online who are likely to share similar interests and behaviors with existing customers. [2]
Facebook has developed targeting technology that allows advertisements to reach a specific audience. This is within the Facebook Ads product, available to users and businesses alike. While posting an ad through the Facebook Ad Manager , an advertiser is provided with a set of characteristics that will define their target market.
With search engines, advertisers typically bid on keyword phrases relevant to their target market and pay when ads (text-based search ads or shopping ads that are a combination of images and text) are clicked. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system.
This includes country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria. [1] A common usage of geotargeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu.
Cost per impression, along with pay-per-click (PPC) and cost per order, is used to assess the cost-effectiveness and profitability of online advertising. [1] Cost per impression is the closest online advertising strategy to those offered in other media such as television, radio or print, which sell advertising based on estimated viewership, listenership, or readership.
Search engine marketing uses search engines to reach target audiences. For example, Google's Remarketing Campaigns are a type of targeted marketing where advertisers use the IP addresses of computers that have visited their websites to remarket their ad specifically to users who have previously been on their website whilst they browse websites that are a part of the Google display network, or ...
Contextual advertising (also called contextual targeting) is a form of targeted digital advertising. Contextual advertising is also called "In-Text" advertising or "In-Context" technology. Contextual targeting involves the use of linguistic factors to control the placement of advertising material.
Hypertargeting is also the ability on social network sites to target ads based on very specific criteria. This is an important step towards precision performance marketing. The first MySpace HyperTarget release offered advertisers the ability to direct their ads to 10 categories self-identified by users in their profiles, including music ...