Behaviours

What’s Behavioral Targeting?

Rather than attempting to find a new audience for your brand/products, behavioral targeting is about delivering ads to those who have shown an interest in your brand or niche. When opening a grocery store, the store owner chooses the center of a city because it has a history of consumers shopping in these locations. The same applies to our Facebook ads. We want to get our name in front of those who have already shown an interest through their actions.

How Does Behavioral Targeting Work?

You should always pair behavioral targeting with interest, location and demographics-based targeting. With this diversity, our Facebook audience is highly defined.

To get started with behavioral targeting, our focus is going to be on the Detailed Targeting section of the ad platform. After starting the targeting process based on interests, you can keep layering categories with demographics and behaviors. As you keep layering and narrowing, this means that, for a consumer to qualify for an ad, they need to meet the variations set out not just in one layer but across all of them. If you have four targeting layers, for example, everybody who receives your ad will qualify based on the four characteristics.

Facebook Ads Behaviors

The main sub-categories are:

• Financial
• Consumer Classification
• Digital Activities
• Mobile Device Usage
• Anniversary
• Multicultural Affinity
• Seasonal & Events
• Expats
• Travel
• Soccer (assuming this is a seasonal option)
• Purchase behavior
• More Categories

Keys to Behavioral Targeting

Behaviors allow you to target spending habits of Facebook users. Being able to identify users through where they spend their dollars gives you a unique opportunity to change or reinforce spending habits. For our traveler audiences you can identify the difference between business and leisure travelers, users using travel apps and websites, or users that have a history of casino travel versus a user with a history of family travel.  When used with planning, behaviors is the tool that makes Facebook marketing the most powerful tool in your digital arsenal.