Psychographic Targeting Unhinged: Master Personas & Mobile Interest
Establishing Master Personas
Facebook is unique because the layered depth of targeting transcends other display channels. For contextual targeting, in our opinion, there is no more a full-bodied channel on earth, especially given the 900-million-plus user sampling. Recent capabilities are incredibly robust as we layer broad and precise interests together in the same targeting matrix.
FB marketers are discovering that they can stack both broad and precise interest targeting. In other words, whereas in the past advertisers had to choose either precise targeting or broad targeting, it is now possible to use both at the same time. This is a dream come true for experienced FB Ads marketers. The ability to layer targeting attributes in a grid using the “and” operator to stack them up is the future.
To start, there is a massive Facebook broad targeting preset segment for traveling (27.9 million). Keep in mind that as we walk through personalities in the precise interest bucket, we can easily layer granular precise interests with this broad travel interest. The layering effect inside FB (broad and precise interests in same grid) delivers massive psychographic focus because many of the precise interest personalities in FB infer travel anyway, even before further qualification of broad targeting. Since broad interests are black box (FB does not tell us which interests comprise the presets), our precise interests may well overlap with those in the broad targeting presets.
Remember, we’re looking for travelers who will want a rechargeable mobile cell phone charger. It will be especially powerful to mashup the broad interest traveling segment with precise interests surrounding mobile phones.
Stay aware of these broad interests (master personas) as you traverse personalities in the granular. Always consider layering master personas with personalities in channels where this is possible. It’s easy in Facebook. Just use broad and precise interests at the same time.
Remember that layering can take between channels as well. Drive users to any page you own using a FB, YouTube or LinkedIn targeting attribute. Set a Google retargeting cookie for use in Google’s Display Network, and follow users around with both channels’ targeting at hand.
Here are some screen captures of Google’s interest and category targeting, which can be mashed up with inbound traffic’s targeting characteristics by use of retargeting cookies.
Wow, I’m thinking about all the fantastic segments in the FB precise interests bucket to layer over the traveling segment. Just wait until you see the radical personality segments below.
Also Broad Mobile Interest
Mobile is another master persona to consider in this case study. There are 77 million FB users broadly interested in mobile. Start with this segment and layer in any of the travel-specific precise interests for another approach to very highly focused targeting.
Google Display Network
Google AdWords Display Network is a preset personality-targeting engine all in itself, analogous to Facebook’s broad targeting. Display Network inventory can be mashed into FB, YouTube and LinkedIn to define multi-channel persona/personality campaigns. Throughout the case study, as we define focused customer attributes in search, Facebook, LinkedIn and YouTube, keep the possibility of mixing and matching these Google AdWords display PPC topics and interests in mind. Though outside the scope of this article, it’s mind-blowing to realize that this inventory can also be applied to remarketing lists.
OK. Now we’ve covered:
- Literal personas
- Master personas
- FB broad traveler targeting
- FB broad mobile targeting
- Concept: Mash master personas & personalities in FB
- Google Display Network topics & interests
Let’s dig in, people, starting with mild and heading to wild. First up, we’ll target travel-specific retail and retail stores. Our travelers may well shop at these stores, which feature cool travel gadgets prominently amongst their fare. “Travel gadget store shopper” is the first personality of our travel master persona.