Marketo-DG2DA

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