109 – Meta Ads 101 – The Hidden Power of Lookalike Audiences in Meta Ads (Part 3 of 4)
whatshot 9 snips
Apr 8, 2025
Discover the secret sauce of Meta Ads with Lookalike Audiences! Learn how to target new fans that mirror your best existing ones, like past ticket buyers and video viewers. Jeremy uncovers best practices for building these audiences, emphasizing the importance of high-quality sources. Avoid pitfalls by distinguishing between hot, warm, and cold audiences. Combine Lookalike Audiences with smart exclusions to maximize ad efficacy and keep your targeting fresh. Plus, insightful tips on tracking conversions to enhance your advertising strategy!
12:10
forum Ask episode
web_stories AI Snips
view_agenda Chapters
auto_awesome Transcript
info_circle Episode notes
insights INSIGHT
Meta's Deep User Data Power
Meta has extensive behavioral data on users across its platforms, more than users themselves realize.
This data can be used to create precise lookalike audiences for ad targeting.
volunteer_activism ADVICE
Use Video Viewers as Source
Build lookalike audiences from high-engagement video viewers like those watching 25% or more of your videos.
Target these lookalikes to find people similar to your warm audience for better ticket sales.
volunteer_activism ADVICE
Choose Quality Source Audiences
Use high-quality source audiences such as video viewers and past ticket buyers for lookalikes.
Avoid using low-quality sources like general Instagram or Facebook followers to improve ad performance.
Get the Snipd Podcast app to discover more snips from this episode
In this episode of the Sports Marketing Machine podcast, host Jeremy Neisser explores one of the most powerful (and underused) Meta Ads tools: Lookalike Audiences. As part three of the Meta Ads 101 series, this episode unpacks how sports teams can find new, high-quality fans by targeting people who are most similar to those already engaging—like video viewers, past ticket buyers, and website visitors.
Jeremy walks through how to build these audiences, when to use them, what mistakes to avoid, and how to combine them with smart exclusions for even better performance.
🧠 Takeaways
Lookalike Audiences let you find new fans similar to your best existing ones.
Use high-quality source audiences: video viewers, past purchasers, website visitors.
Avoid low-quality sources like general followers or homepage visitors.
Target hot, warm, and cold audiences separately for better optimization.
Combine Lookalikes with exclusions (from Ep. 108) to avoid wasting ad spend.
Update your source audiences regularly to keep your targeting fresh.
1% lookalikes = most accurate match, 5% = broader but less precise reach.
Run A/B tests across multiple audience “buckets” to identify top performers.
Categorize video viewers: 25% = warm, 75–95% = hot leads.
Track landing page views and conversions, not just clicks.
🔊 Sound Bite
“If someone’s watching 75% of your video—they’ve already watched a commercial about you.”
⏱️ Chapters
00:00 – Introduction to Lookalike Audiences 01:10 – How Meta Tracks Behavior 02:50 – Building Lookalike Audiences from Video Viewers 05:32 – Better Sources = Better Results 08:24 – Layering Location, Demographics & Exclusions 10:46 – How to Organize Campaigns by Audience Type 13:20 – Cold vs. Warm vs. Hot Audiences 17:15 – Recap & Best Practices
📺 Want to see Jeremy build a lookalike audience live? YouTube tutorial link.
Sports Marketing Machine Podcast