Marketo-DG2DA
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PART V: AD TARGETING<br />
AUDIENCE-FOCUSED TARGETING<br />
Lookalike Targeting<br />
Lookalike targeting is based on<br />
your existing marketing list and<br />
targeted group of customers.<br />
Many advertising platforms offer<br />
this targeting method, which<br />
essentially takes a pre-existing list<br />
of customers or contacts from<br />
you. Then the platforms find<br />
matching audiences who “look<br />
like” the users you provided.<br />
What do we mean by “look like”?<br />
Let’s say your largest customers are<br />
women under 35 who live in<br />
Connecticut and are interested in<br />
tennis. Additionally, lookalike<br />
audiences can be created based on<br />
the types of sites people visit. By<br />
creating a lookalike audience, the<br />
advertising platform will find people<br />
with the same attributes and display<br />
your ad to those people.<br />
This gives you the benefit of<br />
displaying your ad to more<br />
customers who share similar<br />
attributes with your best<br />
customers or best performing<br />
targeted segment.<br />
This type of targeting can run into<br />
issues with scale if the initial<br />
targeted audience is very specific<br />
or niche because the lookalike<br />
pool may be small.<br />
Marketing automation systems like<br />
<strong>Marketo</strong> give you the ability to send<br />
lists of qualified names, targets,<br />
segments, or the best customers<br />
directly to your ad targeting platform<br />
for lookalike modeling.<br />
<strong>Marketo</strong> neatly explains lookalike<br />
targeting in this image:<br />
Aged<br />
21-24<br />
Female<br />
Music<br />
Buyer<br />
Student<br />
<strong>Marketo</strong> users are segmented based<br />
on specific attributes & behaviors.<br />
Users sharing common attributes and<br />
behaviors are found in <strong>Marketo</strong>’s database.<br />
These profiled users are placed in<br />
custom lookalike audience segments.