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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