Facebook Purchase Behavior Targeting – Part 1 of 5

Last time we took a peek in what Facebook’s audience insights can do for us. Starting today the 5 part series will talk about behavior targeting – What does this mean? How does it matter to us? How will I be able to target my customers? All valid questions, let’s dig in to answer these and much more…

This is an amazing functionality wherein marketers can target users on the basis of things customers buy away from Facebook. Tempting isn’t it?

First, let’s look at the basics.

This targeting is found within behavior targeting. Whether you’re creating an ad within Power Editor or the ad create tool, click “Browse” within Behaviors.

behaviors

The following categories will be displayed:

  • Automotive (DLX Auto Powered by Polk)
  • Charitable Donations
  • Digital Activities
  • Financial
  • Mobile Device User
  • Purchase Behavior
  • Residential Profiles
  • Travel

Click on the Purchase Behavior category.

purchase behavior

The following sub categories are displayed:

  • Business Purchases
  • Buyer Profiles
  • Clothing
  • Food and Drink
  • Health and Beauty
  • Home and Garden
  • Household Products
  • Kids Products
  • Pet Products
  • Purchase Habits
  • Purchase Types
  • Sports and Outdoors
  • Store Types
  • Subscription Services

Looks awesome right? Let’s see what more.

Business Purchases

business purchases

If you’re a B2B company, you need to check this out. Click on Business Purchases for the following options:

  • Business Marketing
  • Maintenance, Repair and Operations
  • Office and Corporate Gifts
  • Training and Publications

If your ideal customer buys any of these products, make sure you test this out!

Facebook gets all of this information from data mining partner Epsilon. In each case, it is “aggregated, multi-sourced offline transaction-based data.”

Buyer Profiles

Buyer profiles

A person’s buying history can help Facebook and data mining partners generate buyer profiles to help categorize the types of buyer a person is. Click on Buyer Profiles for the following options:

  • DIYers
  • Fashionistas
  • Foodies
  • Gadget Enthusiast
  • Gamers
  • Green Living
  • Healthy and Fit
  • Luxury Brands and Services
  • Outdoor Enthusiasts
  • Shoppers
  • Skiing, Golfing and Boating
  • Spa Enthusiasts
  • Sportsmen
  • Trendy Homemakers

This information comes from data partners Epsilon and Datalogix.

That’s all for today my friends.

We’ll see in my next post how we can target consumers on the basis of clothing, food and drink parameters. Till then ciao J

(Images and content courtesy www.jonloomer.com)

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Facebook audience insights part 2

I know I’ve been pretty late in coming up with the second part of this article. So without any delay, let’s get into nick of things – the step 3 and 4 for using audience insights.

Step 3 – Compare: Learn about things like the lifestyle, education level and job title of your audience

Step 4 – Target: Save your audience to use it for later for ad targeting

3. Compare:

Within the main body of Audience Insights, you can view your results in six main categories. This will help you to compare your audience to the typical Facebook user.

  • Demographics

View the composition of your audience based on Age and Gender

demographics

Lifestyle  

lifestyle 

Relationship status and education level

Relationship status and education level 

Job Title

job title 

  • Page Likes

View the composition of your audience based on the Top Categories of pages liked and Actual pages liked

pages liked

  • Location

View the top Cities, Countries and Languages of your

cities countries language

  • Activity

See how your audience compares to the typical Facebook user in terms of activities on Facebook

FB activity

We can also find out the kind of devices which our audiences are using

devices used

  • Household

Won’t it be interesting to know if your potential customers rent or own their home? What if you knew their income level? This is possible here…

house owned and income level 

It will be an amazing piece of information to have on how many family members are there in a house. In case you know the kind of household/area (value of house) they live in, different type of services can be marketed to these customers. 

 household size and home value 

Varied offers can be pushed to the customers who have particular spending habit. i.e. If the customer spends more with cash or credit card.

 Cash or credit 

  • Purchase

The purchase behaviour part will give you cues on the kind of category your fans shop from. E.g. if you have a beauty product and you want to target it to only those who buy products from that category, it is possible now.

 purchase behavior 

Automobile / ancillary / accessory makers can also push products on the basis of kind of vehicles customers are planning to buy. Interesting isn’t it? It also means if a car is going to be purchased then other services such as vehicle insurance will also be required.

 kind of vehicle 

4. Target:

Now we have got all this amazing info….but what next?

First, you can save an audience for later use by clicking the Save link at the top

 Save audience 

Later, you can access that saved audience by clicking the Open link at the top.

Within Power Editor, any audience you save here will then appear within Power Editor under Saved Target Groups.

When creating an ad, simply click the Use Existing Targeting Group button during the Audience step. Facebook will then pre-fill targeting based on your Audience settings.

 existing targeting image 

We have completed audience insights 4 steps today. My next blog will be on “Targeting FB users on the basis of purchase behaviour”.

Till then I hope marketers will do amazing things with this info.

Ciao to my friends…until next time and stay tuned. 🙂

(Images and content courtesy www.jonloomer.com)

Facebook audience insights – Part 1 – Want to know more about your customers and fans. Facebook audience insights might be an amazing tool…

Every marketer faces a dilemma in identifying the relevant audiences pertaining to their brands / businesses. With the advent of social media this dilemma has turned into a complex problem.

Let’s take one of the social media platforms – Facebook

What if you were able to learn more about your customers and group them as per their characteristics and behaviour patterns online? It will be amazing right. Let’s see how we can achieve this on Facebook…

The functionality is called audience insights.

Facebook breaks audience insights in 4 steps:

  1. Build: Create Audience Insights based on Facebook users, your fans or Custom Audiences
  2. Find: Narrow your audience based on demographics and behaviours
  3. Compare: Learn about things like the lifestyle, education level and job title of your audience
  4. Target: Save your audience to use it for later for ad targeting

Today we will look at step 1 and 2 – Build and Find

Access Audience Insights

On the left hand side of your ads manager you will be able to find “Audience Insights”. Click on it

3 aug image 1

  1. Build

3 aug image

When you click on “Audience insights” you will get a screen that has details about US fans only. For creating new audiences click on “Create New” and you will get a screen with 3 tabs as showed above.

These 3 tabs are:

  • Everyone on Facebook – This will give you the audience split for entire FB
  • People Connected to Your Page – this will give you the split of FB fans for your page
  • A Custom Audience – This is my favourite. Here you can create audiences on the basis of an email list or track people who are coming to your site. Alternately you can create an audience which looks exactly like your website visitor or email list uploaded. Which means new customers can be tapped with this amazing feature. We will get into these features in detail a little bit later.

You can sort your audiences and customize them on the basis of filters used on left hand side. Let’s look at those filters in step 2.

  1. Find

3 aug image 3

You can filter your audience on the left hand side based on the following:

  • Custom Audience
  • Location
  • Age and Gender
  • Interests
  • Connections
  • Advanced (Demographics and Behaviours)

Let’s look at each of them one by one:

  • Custom Audience: View Insights on any of your current Custom Audiences. This, of course, includes email lists, phone number lists, UID lists and Website Custom Audiences you’ve previously created.
  • Location: Add countries or cities to further refine your results.
  • Age and Gender: You can narrow down your results by age and gender.
  • Interests: Focus only on people who have particular interests. What is available here is the same as what’s available within Interests targeting when creating an ad.

3 aug image 4

  • Connections: Break down the people connected (or not connected) to your page, app or event.
  • Advanced: This is absolutely amazing stuff and I am sure you will enjoy working with this functionality. Here’s how you can filter:
  • Behaviours: Same found in advanced ad targeting
  • Language
  • Relationship Status: Single, In a Relationship, Engaged, Married
  • Education: High School, College, Grad School
  • Work: Job Titles and Office Types
  • Financial: Income and Net Worth
  • Home: Home Type, Home Ownership and Home Value
  • Market Segments: Ethnic Affinity, Generation and Household Composition
  • Parents: Age of Child
  • Politics (US): Conservative, Liberal, Non-Partisan
  • Life Events: Away From Family, New Job, etc.
  • Device Owners

That’s it for today. We will look at the next step 3 and 4 – Compare and Target in my next blog. Till then Adios to all marketers…

(Images and content courtesy www.jonloomer.com)

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