Examples of Psychographic Targeting on Facebook Ads

I’ve written a few times about interest targeting on Facebook as the best way to build out large-scale campaigns that can get real volume while maintaining a high CTR. A powerful way to use this method is by combining Facebook’s existing demographic targeting parameters into new, psychographic targeting options that are not exposed by Facebook Ads directly.For example, you can combine location and interest targeting to identify affluent users.Facebook does not let you target by income directly, but a wealthy zip code combined with membership in a luxury car owners’ club is a pretty good proxy for high income. Of course, the inverse is also true. If you’re promoting an online school, fans of WalMart living in Detroit might convert better than average. If you’re a current student, your university might offer you access to SimplyMap, an excellent demographic research tool. If not, you might have to trawl through census data (the 2010 data is just coming out now).A more sophisticated psychographic factor is propensity for clicking on ads. If 20% of the people are responsible for 80% of ad clicks, it could do wonders for your CTR to only target that 20%.Targeting people interested in certain brands can be a very effective way to advertise only to ad clickers. The vast majority of the 430,000 people in the US interested in Wal-Mart probably acquired that interest right after clicking on a Wal-Mart ad. These are the people who notice ads; they will give you a significantly higher CTR. I’ve tested this, and it works: Combining interest in a certain brand with the demographic constraints I already know are converting well for my offer has given as much as a 300% boost in CTR for some campaigns.In order to identify which psychographic variables, interests, or behaviors you need to add to tighten the focus of your campaigns, you need to create a deep profile of your ideal, highest converting customer.Get really specific and build a detailed picture of the person clicking through your ads in your head. Who is one person who would convert the best? What’s her name? Where does she live? Where does she work? Where does she go after work? What kind of clothes does she wear? What TV shows and movies does she watch? What strong beliefs does she hold?The key is learning as much as possible about your target audience and targeting laterally based on the characteristics of your ideal customer.This process will take a lot of research, but the resulting campaigns can be incredibly powerful. You can target fashion offers to people who watch Glee or America’s Next Top Model, gold sellers to people who like Glenn Beck, or gay dating ads to Catholic priests.This, by the way, is an excellent way to conduct research for search campaigns and media buys.