Sports Marketing Machine Podcast
If you're a sports executive or digital marketer working to fill seats, drive ticket sales, and grow your fan base, the Sports Marketing Machine Show is for you! Award-winning sports marketing veteran host, Jeremy Neisser brings with him over 21 years of experience in sports marketing and shares
We'll cover all aspects of marketing including digital advertising, social media strategy, branding, customer relationship management, and how to best use analytics to measure success.
With interviews from experts in digital marketing and sports industry veterans, you’ll be sure to find some helpful tips on how to engage more with your fans – all while having fun learning. Tune into Sports Marketing Machine for tips and advice on how to grow your fan base and sell more tickets.
Sports Marketing Machine Podcast
109 – Meta Ads 101 – The Hidden Power of Lookalike Audiences in Meta Ads (Part 3 of 4)
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.
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