Lookalike Audiences: Facebook Ads Most Powerful Tool That Nobody Uses

look alike audiences

Some 73% of online adults now use a social networking site of some kind. Facebook is the dominant social networking platform in the number of users, despite recent growth by services such as Pinterest and Instagram, Facebook remains the dominant social networking platform.

Facebook advertising is no longer what it used to be over the past few years, they used to preach two things which are not valid anymore:

1. Setup a page, Identify your audience, create compelling content, Advertise, and finally measure & adjust. [WRONG] Today, we all know that investing time, money and effort on a Facebook page is not worthwhile because of very limited organic reach of your posts, it’s basically an investment into something that you do not own and have no control over.

2. Facebook advertising core value proposition is about word of the mouth advertising. [WRONG] As the product is evolving there are no longer what used to be called sponsored stories, driving post engagements and page likes are not as attractive as before.

This is what Facebook is not about anymore, so what is it about?

Facebook is the only network that gives advertisers the ability to use lookalike audiences that are based on social graph dataincluding demographic, psychographic, transaction level attributes. To create a lookalike audience, FB creates some kind of regression equation from original custom audience data with these attributes as predictive variables. Then it matches top 1% of FB users that have similar attributes and creates the lookalike audiences.

Google Display Network already has this feature but it uses cookie-based behavioural targeting and twitter rolled out a similar feature last September but it is still in early stages to judge.

Lookalike audiences works extremely well and saves you the hassle of having to assume what kind of targeting would work better for your campaign. However, it is as good as the initial audience seed that you provide, it has to be very clean and well segmented in order to send the right signals to the Facebook algorithm and let the magic work.

There are multiple ways to create the seed such as using the conversion tracking pixel or choosing segments from fans of your page. However, I recommend to use custom audiences by uploading a list of emails of the registered users on your site. For the best results you can follow these steps:

1. Generate a list of registered users on your site.

2. Segment the list to groups, each group has a maximum of 10,000 emails(that the maximum allowed list size). You can segment your lists according to data that you record in your site such as the engagement levels of users (e.g. Users who write reviews and rating regularly), purchase activities, frequency of login, demographics, etc, …

3. For each segment, create a custom audience list, FB will match the emails to FB accounts (you should expect a match rate of 50%, for example if you provide 10K emails, Facebook should be able to find at least 5K emails of them registered)

4. Create lookalike audience for each custom audience list, make sure to choose the best precision option and the location, this should get you around 250K lookalike audiences for every list uploaded that contains about 5K valid emails on FB.

5. Create ads relevant to each lookalike audience segment.

You will be amazed how this feature works well, but it all depends on how good your seed data is prepared and segmented.

Note: Just to make sure how accurate FB algorithm works, try to create an ad for one of the custom audiences and check for its metrics such as male vs female or iOS users vs Android users. Try the same for lookalike audiences and you will be amazed by how similar the ratios are!

Do you see this as an approach that will help you reach your goals and objectives? Math and science says it should as well as testimonials by advertisers who have tried this so far.

Egypt Yellow Pages Launches Mobile Apps For iPhone, Android and Windows 8.1

Egypt Yellow Pages Mobile App

Yellow Pages has launched 3 new apps aiming at making its service easier to use and accessible to a wide range of users in Egypt.

First up, there is a new Yellow Pages iPhone app available on App Store. The app is more than just a re-skin that is iOS 7 compatible, the app user experience is designed to help the users find what they are looking for on the go through a smart single search box where you don’t need to type the location and the app is smart enough to detect your location and show the results near you.

The app is practically a directory and a map with over 330,000 business listings and venues in Egypt that users can carry in their pockets. Taping on one of the home category icons will effectively help the users discover and explore local stores and venues near them. This is good news for businesses that want to acquire more customers from their neighbourhood, or passing by customers that happens to be in this location at that specific time and need to buy a product or a quick access to a service.

Yellow Pages New iPhone App

4 new updates have been released to the app in the past 2 months, each single update of them received a stunningly 5 stars rating from the users. The old English and Arabic apps are now merged into a single universal app in which users can switch between the 2 languages; much better for the user experience.

Yellow Pages iPhone App Review

Android users now finally can download the long-awaited Yellow Pages Android app on Google Play store. The app is accessible to over 3,835 Android devices worldwide. The app is optimised for high end Android devices such as Samsung S4 and Samsung Galaxy Note 3 but it also works well with low end Android handsets such as the Galaxy Ace and Duos, also works great with 7 and 10 inch tablets.

Integration is done nicely with Google maps, which makes it very easy for the users to use turn-by-turn voice navigation available in Egypt through Google Maps. The Android app has received very positive feedback from the users, over 680 users rated the app and over 82% of them rated 4 or 5 starts for it. Exceptional for an Android app to satisfy equally for both high and low end device owners.

Yellow Pages Android AppWindows 8 is often criticised for its shallow  apps catalog, Egypt is no exception, but this is changing overtime with more apps being launched and push by Microsoft and its partner Linkdotnet in Egypt. Egypt Yellow Pages Windows 8.1 app is available for download on the Windows Store as one of the leading apps in the the Egyptian market, only a few apps came before like EgyptAir Windows App and Egyptian eGovernment maps app which is also powered by Yellow Pages data.

Yellow Pages Windows 8.1 AppThe new apps have received hundreds of thousands of downloads and continue to grow rapidly. Yellow Media has announced its intent to launch a new context-based relevant in stream mobile ads as an innovative way of mobile advertising that has a positive value on the user experience based on their interests rather than traditional mobile banner advertising.

Emokhalfa Takes on Cairo’s Traffic with New Violation Reporting App

Read the full article here

http://www.wamda.com/2012/10/emokhalfa-takes-on-cairos-traffic-with-new-violation-reporting-app

My first Wamda piece about the new startup Emokhalfa

Microsoft Fails To Launch Outlook.com

You’ll find it in the news everywhere that Microsoft has launched their new personal email service on Outlook.com with a sleek, modern and fast look and feel to compete with Gmail. I was automatically logged in with my Hotmail accounts as i had MSN messenger already opened… For a few moments i though it is promising… Until I tried to register a new email at outlook.com to find that the service is down!!

 

Outlook.com is down after 2 hours from launch

Outlook.com is down after 2 hours from launch

 

Shame on Microsoft

7 Things you should know before bootstrapping your startup

Startup business in EgyptMany people think that ideas are worth money and I think all these people are wrong, you can come up with the coolest ideas in the world and you are never able to implement them into real applications because you just don’t have the time or the business knowledge to know how these applications would be useful and addictive for the users.

You can also make the most appealing applications and yet you are not able to attract the critical mass and have the suitable business model to generate revenue streams for your apps.

Here are 7 things you should know before you quit your job and decide to bootstrap your startup:

1. How many cofounders? A startup business should not have more than 2 cofounders, 3 at most otherwise your shares in the new starup becomes so little. Selling your business for 1 million pounds means you get in your pocket 200K if you are five partners. Can’t buy you a flat!

2. Who are the cofounders? If your answer is 2 college friends who will be software developers working with me on the app. Hmmm… What about 2 years later when the application is popular and generating revenue, do you still need 2 partners that share the revenue? Or you would rather get rid of them and hire 2 fresh software developers? Think further down the road, one year later what is the value that my partners add to my startup?

3. Generating the critical mass. Don’t just think build it and people will come. Think why they would come and how. Think how to make them stay and grow the user base.

4. Your business model. Basically how will you make money from the application? What are you gonna sell? The application itself, or you will provide it for free and make out money from advertising? Or make the money from a service within the app? What’s your monetization model?

5. Sales sales sales. Who will make the sales? You need to hire experienced sales agents for your app, if you are an engineer with no sales experience, don’t try to sell it yourself.

6. Go mainstream and add a niche. We are always trying to be innovative which is good and important to have a healthy project. However, many people fall into the mistake of thinking about the niche and forgetting about the mainstream. A niche is an addition to your app but think about the mainstream audience. Think about Amr Diab, Mohamed Mounier and Justin Bieber, before thinking about Hamza Namira and Cairokee, although they have a good fan base, they are not main stream (yet).

7. Direct your users to do what you want them to do. Make them feel that they have control but target them to do what you want by providing the right default options and working on a very well studied UI/UX.. for example let them choose between 2 or 3 options instead of providing them with free textbox and asking them to type in what they want.

Daily Deals in Egypt Made Easy

No wonder if you are confused with the huge number of daily deal sites in Egypt! Group buying is growing everyday in Cairo and people usually get lost in the flood of emails and newsletters they receive from these sites. Wouldn’t it just make our lives easier if we can access all these daily deals in Cairo from one place?

Finally a website called Offeratak – which means your offers is offering this service for free… All you need to do is just subscribe with your name and email in 5 seconds and baaang! You’re done.

This video demonstrates how Offeratak works by collecting the daily deals from Egypt

 

Egypt Yellow Pages App Released on BlackBerry App World

One month after the launch of BlackBerry App World in Egypt, Egypt Yellow Pages have released the BB App on the App World. This is one of the first BlackBerry applications (perhaps the first one) that are submitted from Egypt. This application launch was a developed by a brilliant new Egyptian startup called Apptitude.

What makes our BlackBerry application unique is not only being one of the first Egyptian publishers to join the App World, it has also been developed based on the community demand on different social networking sites especially Twitter… Our twitter friends joined out application beta testing program and provided us with very useful feedback and many additional features to add. Also their ongoing support helps us to add more features and make the application better….

A big thank you to our list of honor beta testers:

Mostafa khaled Beige

Mahmoud Ahmed

Mahmoud Abdel Aziz

Ramy Temraz

Bassem Osoris

Gamal Omar

Abdou Omar

Islam Badr

Mohammad Mokhtar Eltrissi

You can download Egypt Yellow Pages BB App from App World here.