So, you’re full of advertising budget and have an exciting campaign for your target audience?
But here’s the kicker: your chances of reaching a consumer base that actually buys what you have to offer are slim if you don’t do this one thing.
Target purchase behavior.
Purchase behavior refers to the actions users take away from Facebook (things they buy away from the platform). Here are a few reasons why this form of target marketing can be a viable strategy:
Consumers buy offline: ATYM Market Research revealed that 58 percent of US Facebook users did not mention a brand on Facebook, so marketers need to consider their activity on other mediums such as offline channels to determine their spending habits. TV, radio and offline print media is the top source, which 16 percent of consumers inform is the place where they first see new brands. 14.1 percent consumers said word of mouth, and 9.2 percent termed physical stores as important. Only 6.5 consumers informed that social media is the first place they discover products and services.
Consumers want to avoid clutter: Social media consumers have mastered the art of ignoring random, irrelevant and uninteresting Facebook ads. Targeting purchase behavior introduces the ability to connect consumers to offers that match their buying profile, removing ‘clutter’ through predictive actions that optimize advertising campaigns. This makes purchase behavior targeting one of the most cost-effective ways to convert users clicking on your ads into consumers and reap the greatest return on your Facebook campaign investments.
Consumers want you to be specific: A major pitfall of conventional Facebook ad campaigns is to serve consumers an ad they have been looking at. While this might seem like a logical move, it often pays to be more specific with your targeting. The reason, you ask? Because consumers may just have been looking and clicking at product ads, but they may not be interested in buying that product. Where product specific targeting fails, behavioral and interest targeting are often the most effective.
“Regardless of channel type, there is a huge difference between spending money on speaking to someone who is never going to buy your product or service versus investing in speaking to someone who is likely to convert or influence other converters,” said Razor Fish CEO, Pete Stein. “But you can’t know the difference between these two audiences without data. Knowing who you are reaching and how they respond to different tactics helps optimize marketing spend.”
Targeting Facebook users based on Purchase Behavior
Facebook lets you take advantage of the wealth of consumer information by searching behaviors. ‘Behaviors’ can be accessed while creating Facebook advertisements, as well as through the Power Editor. The ‘Purchase Behavior’ category can be accessed by searching ‘Behaviors’.
Purchase Behaviors has its own categories such as buyer profiles, business purchases, clothing, pet products, purchase habits, purchase types, subscription services and store types, amongst others.
Facebook gets all the information for these sub-categories from data-mining partners such as Datalogix, Epsilon and BlueKai. This rich information is the company’s quest to show marketers that advertising on the social network is not just a marketing jazz, but they can reach the exact audience that spends on their products. Facebook also posted a detailed note about how third-party partners collect this data with privacy in mind.
Using Purchase Behavior sub-categories
The sub-category you select will depend on the nature of your business. Are you marketing a brand new tee? Then it will be appropriate to select Clothing. Has your team developed a new course on employee training? Business Purchases should be the ideal option. Let’s take a look at some of the sub-categories in detail:
Buyer profiles of Facebook users can help marketers to categorize types of buyers. Browsing buyer profiles opens the following list of options:
- Gadget Enthusiast
- Green Living
- Healthy and Fit
- Luxury Brands and Services
- Outdoor Enthusiasts
- Skiing, Golfing and Boating
- Spa Enthusiasts
- Trendy Homemakers
Ad targeting example: Health and Fitness marketers can target Healthy and Fit buyer profile, while those developing sustainable products for home and office use can target green living.
Browsing the Business Purchases sub-category opens the following list of options:
- Business Marketing
- Maintenance, Repair and Operations
- Office and Corporate Gifts
- Training and Publications
Ad targeting example: If you’re a B2B marketer targeting the corporate/enterprise sector, the Business Marketing option could be a useful way to reach your ideal customers. Examples of product types suitable to promote using this form of targeting can include cloud services and employee training programs.
This is one of the most interesting sub-categories: it is specifically useful for targeting buyers based on whether they make purchases offline or online. It presents the following list of options:
- Online buyers
- Offline buyers
- Above average spending
Ad targeting example: A marketer whose product is available only offline or only online could spend on the right medium using one of the options. For example, someone selling grape seeds could choose offline buyers.
This option allows you to target Facebook users who sign up for different subscription services. The list includes these options:
- Auto Insurance Online
- Higher Education
- Mortgage Online
- Prepaid Debit Cards
- Satellite TV
Ad targeting example: Companies offering mortgage insurance or higher education coursework books can take advantage of this sub-category to reach the right audience.
Want to target customers based on the stores they visit? Choose Store Types to create ads based on the following list of options:
- Furniture Stores
- High-End Retail
- Home Improvement Stores
- Low-End Department Stores
- Membership Warehouse
Ad targeting example: Promoting luxury confectionery items? Such a campaign would find High-End Retail as the most suitable option. Consumers who visit high-end stores are likely to have greater spending power than consumers visiting low-end department stores.
If you have a clothing business, select Clothing for the following options:
All these 4 options are broken down into more sub-categories. For example, the Seasonal option will include further options for the four seasons: spring, summer, fall and winter.
Ad targeting example: Retailers and apparel brands selling fall season collections can choose the fall option under the seasonal option.
Over to you
There are several other sub-categories, but the above are a few examples of how companies can leverage them when it comes to using Purchase Behavior to target Facebook users.
Now you know the intent of Facebook’s Purchase Behavior category, you can leverage it for your ad campaigns. Experiment with sub-categories to optimize your ads for conversions. This combination of intent, generating conversions and targeting users based on their purchase patterns makes up the process for purchase behavior targeting.