Bring New Customers to Your Restaurant Using Facebook Lookalike Audiences

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Did you know that you can use customer data you already possess to easily reach relevant potential customers on Facebook and convince them to try out your restaurant?

More than 1 billion people use Facebook. But more importantly, hungry folks around the corner from you are logging into the blue and white behemoth every day.

Use the power of Facebook’s Lookalike Audiences to help get those hungry people to your tables.

What Are Facebook Lookalike Audiences?

To create Lookalike Audiences, Facebook matches lists of specific Facebook users to other Facebook users who share related interests, demographics, and other important profile similarities.

Great starting points for creating Facebook Lookalike Audiences include using data lists you probably already possess, such as:

  • Customer email addresses and/or phone numbers
  • People who visit your website
  • People who “like” your Facebook Page

How to Create a Facebook Lookalike Audience with Customer Email Addresses and/or Phone Numbers

Do you have your customers’ email addresses and/or phone numbers? If so, you can target ads on Facebook to these customers and to other Facebook users in your area who Facebook determines share similar, relevant characterics.

Here’s how:

Step 1: Create a Custom Audience

    1. Log in to your Facebook Ads account
    2. In the menu, click Audiences
    3. Click the blue Create Audiences button and click Custom Audience

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    1. Click Customer File
    2. Follow the instructions to upload a spreadsheet of customer data, or import customer email addresses directly from your MailChimp email list (if you use MailChimp)6. Wait for Facebook to find the Facebook users who match the data in your list. This typically takes from thirty minutes to several hours. While waiting, you’ll see this status in the Availability column:

not-ready

  1. When the list’s Availability changes from Not Ready to Ready you’re ready to create a Lookalike Audience.

Step 2: Create a Lookalike Audience

  1. Click the checkbox next to the list you created
  2. Click Actions and click Create Lookalike
  3. Choose the country you’re targeting. (When you create your Ad Set you’ll select your exact geographic targeting)
  4. Click Confirm
  5. You now have a Lookalike Audience of Facebook users who Facebook has determined are similar to your existing customers. At this point you can create Campaigns and Ad Sets to target the segment of these Facebook users who live near your location(s) and who may therefore be relevant potential new customers.

How to Create a Facebook Lookalike Audience from Your Website Visitors

People who visit your website are typically current or potential customers. You can create a Facebook Custom Audience from these website visitors and then create a Lookalike Audience to target similar Facebook users in your area.

Step 1: Create a Custom Audience

    1. Log in to your Facebook Ads account
    2. In the menu, click Audiences
    3. Click the blue Create Audiences button and click Custom Audience

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    1. Click Website Traffic
    2. If you haven’t already installed the Facebook pixel (a piece of code) on your website, you should see instructions to do so.
    3. Follow the instructions to create a Custom Audience of people who have visited your website.
    4. Wait for Facebook to find the Facebook users who match the data in your list. This typically takes from thirty minutes to several hours. If you haven’t previously installed the Facebook pixel on your website, you’ll need to wait for enough people to visit your website following the installation of the pixel so that you can create a list (usually at least 20-30 visitors).

While waiting, you’ll see this status in the Availability column:

not-ready

    1. 9. When the list’s Availability changes from Not Ready to Ready you are ready to create a Lookalike Audience.

Step 2: Create a Lookalike Audience

      1. Click the checkbox next to the list you created
      2. Click Actions and click Create Lookalike
      3. Choose the country you’re targeting. (When you create your Ad Set you’ll select your exact geographic targeting)
      4. Click Confirm
      5. You now have a Lookalike Audience of Facebook users who are similar to the Facebook users visiting your website. You can create Campaigns and Ad Sets targeting the segment of these people who live near your location(s).

How to Create a Facebook Lookalike Audience from Your Facebook Page Fans

People who have “liked” you on Facebook are probably current or potential customers. You can create a Lookalike Audience to target similar Facebook users in your area.

      1. Log in to your Facebook Ads account
      2. In the menu, click Audiences
      3. Click the blue Create Audiences button and click Lookalike Audience
      4. Find your Facebook Page in the Source field
      5. Choose the country you’re targeting. (When you create your Ad Set you’ll select your exact geographic targeting)
      6. Click Confirm

You now have a Lookalike Audience of people similar to your existing customers. You can create Campaigns and Ad Sets targeting the portion of these people who live near your location(s)

Need Help with Your Facebook Advertising?

Effective online advertising takes time, attention to detail, and ongoing analysis and optimizations.

To get the most profit and value out of Facebook, Google, etc., many successful restaurant owners work with advertising agencies (like StubGroup Advertising) to advertise their establishments online and bring new patrons in the door.

Whatever you decide to do, don’t miss out on the value of Facebook advertising to help grow your business!

John Horn

John Horn

Director of Digital Performance at StubGroup
John Horn is the Director of Digital Performance at StubGroup Advertising, a premier pay-per-click advertising agency. When he’s not playing foosball, John is leading his expert team of PPC specialists to help StubGroup’s clients achieve their business and advertising goals using PPCk advertising platforms such as Facebook Ads, Google AdWords, Bings Ads, and more.
John Horn