Facebook Purchase Behavior Targeting – Part 3 of 5

Man it had been a busy 20 days for me due to a strategy meet at work. My sincere apologies to all those who might have waited eagerly for the third part of this series.

In this post we will be looking at how to target consumers who buy “Health and Beauty”, “Home and Garden”, “Household” products. Here’s how it’s laid out:

Health and Beauty

Health and Beauty

You can target Facebook users who purchase specific types of health and beauty products by clicking the “Health and Beauty” sub-category. That opens up the following:

  • Allergy Relief
  • Beauty Products and Accessories
  • Cosmetics
  • Cough and Cold Relief
  • Fragrance
  • Hair Care
  • Over-the-Counter Medication
  • Pain Relief
  • Sun Care
  • Vitamins
  • Vitamins and Supplements

Imagine you have launched a line of hair oil which helps in stopping dandruff & other hair loss related products. You can target people who have bought hair care products in the past. Brands will end up micro targeting and reducing wastages in media spends that they do. Isn’t that awesome?

Home and Garden

Home and Garden

Target Facebook users who invest in the area outside of their homes by clicking the Home and Garden sub-category. That brings up the following:

  • Entertaining
  • Home Renovation
  • Organization
  • Tools

Now consider this scenario – you have just finished renovating your bedroom but you haven’t found that perfect painting for the wall facing your bed, an amazing room freshener or that mystic aroma oil that really caught on to your imagination. Won’t it be amazing if you get to target these kind of potential consumers and add value to the overall buying journey?

Household Products

Household products

Target Facebook users who spend money on products for cleaning and organizing the home by clicking the Household Products sub-category. Click it for these options:

  • Cleaning Supplies
  • Food Storage
  • Green Cleaners and Suppliers
  • Laundry Supplies

Interesting possibilities! Say you have just bought a food storage unit but have not really stocked it and you get to see amazing deal on Facebook for buying those staples. Won’t it be icing on the cake… All this is possible through behaviour targeting.

In the next part we will look at how we can target consumers who buy Kids Products & Pet Products. We will also look at if a consumer can be targeted on the basis of her/his Purchase Habits e.g. If your consumer only buys offline then how can you push your communication to this kind. Interesting right!

Ciao till next time J

(Facebook gets all of this information from Datalogix via “loyalty card and transaction-level household purchase data with multi-channel coverage across all product categories.”)

(Images and content courtesy www.jonloomer.com)


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