How does AdRoll's Lookalike Targeting work?

A Lookalike campaign will help you drive traffic to your website by targeting digital profiles similar to those of your existing customers who have already visited your site. It taps into AdRoll's proprietary IntentMap™ data set which automates new customer acquisition by attracting new audiences who are likely to convert and become customers.

Unlike Retargeting campaigns, a positive location target is required when setting up a Lookalike campaign. This can be a country, state, city, or zip code. You can include or exclude up to 10,000 locations. 

Multi-Channels available

You can launch Lookalike Campaigns across the following channels:

• Lookalike for Web (Desktop, Mobile, and Apps).
• Lookalike for CTV (Connected TV).

Creative Guidance for Web Ads

For Web Lookalike Campaigns, it's a good idea to use high-level branding and lifestyle imagery to entice new customers who may not be familiar with your brand. Keep in mind, these ads are meant to introduce customers to your brand and encourage them to learn more, whereas Retargeting campaigns encourage conversions. 

Use different Ad Types and sizes to maximize your reach:

• At a minimum, upload the 6 top recommended Web Add sizes.
• Boost your reach by uploading Native Web Ad sizes.
• Video ads are also a great way to familiarize new customers with your brand.

Measurement

These campaigns typically drive fewer direct (last-touch) conversions than retargeting campaigns. Their main goal is to increase the traffic and bring high quality new customers to the site, who can then be reached by your retargeting campaigns.

We’ve introduced some new metrics into our reporting to help you evaluate the value of your Brand Awareness campaigns.