14 Apr 30in30: Using Facebook Behavioural Targeting [VIDEO]
In This Episode
We’re up to video 4 in our 5 part mini-series on Core Audiences – this time covering Facebook’s Behavioural Targeting Capabilities.
If you’re yet to watch the previous three videos in this series on:
- Core Audiences
- Demographic Targeting
- Interest Targeting
Then make sure you watch those first.
If you have already, then let’s get stuck in.
What Is Facebook Behavioural Targeting?
Simply put, Behavioural Targeting allows to you to shape your Core Audience based on the purchasing behaviour, their browsing behaviour, their intent to purchase or use particular products or the devices they use.
The data which underpins these parameters is a combination of Facebook’s first party data as well as data purchased from third party partners within each country.
So let’s break down the individual Behavioural Factors that you can choose from and how each can be used to define you ideal target audience:
Within this parameter, you can target those owners of particular vehicles as well as those actively in the market for a new or used vehicle.
You can also hone in on the type of purchase their looking to make, as well as whether they currently lease, finance or own their car outright.
This is pretty self explanatory; within this field you can identify not just whether someone has a higher propensity to donate to charity, but also the types of causes that they are most likely to support.
Digital Activities and Devices
This is an incredibly powerful targeting parameter tied to our tracked behaviour online.
Within these fields you can target people based on their Browser, Device, Network or Operating System, whether they are an early or late technology adopter, whether they are a Facebook Page Admin, Event Creator – even if they are an avid Photo Uploader.
Also, given their distinct behaviour online, you can also target Small Business Owners within this category.
From Business Purchases to Clothing, Household Products to Subscription Services this parameter allows you to target the existing purchase behaviour of your target audience (or a high intent to purchase from within these categories).
You can use this targeting option either to get in front of those in the market for the product or service that you sell or to promote a complementary product or service based on something they have recently purchased.
Tailored-made for the finance sector, this parameter allows you to identify members of the target audience based on their banking behaviour, the type and number of investments they have – even the spending methods that they prefer to use.
Finally this parameter allows you to identify the level of travel which your target audience undertakes.
From Business Travellers to Commuters, from Family Vacationers to Frequent Flyers, within this component of the Targeting platform, you’re able to specify any notable travel based characteristics that your ideal target audience exhibits.
This targeting parameter is perfect for those within the travel and tourism industries, or those whose products or services complement those occasions before, during and after a trip.
Behavioural Targeting Caveats
Remember – this behavioural data is a combination of data captured by Facebook and data provided by local third parties. This means that when you incorporate these into your campaign make sure that you’re A/B testing audiences or adding additional targeting parameters to ensure accuracy.
In the next video and the final part of this Core Audience mini-series, we’ll cover the importance of Exclusion and Connection parameters within your Core Audience to refine your target audience profiles and ensure that you’re laser focused on your ideal customer or client.