Lifestyle Indicators – How The Lorax and Weddings Can Help Targeting
Published: August 31, 2012
Author: Molly Shotwell
Today’s post is from Bradley Zeller, New York native and San Diego resident and the PPC Manager for Obu Interactive. Bradley has a wide range of marketing experience, including ecommerce marketing and legal marketing. He spends his free time traveling up the California coast with his girlfriend and taking advantage of San Diego’s beautiful beaches.
What do The Lorax and weddings have to do with making you money?
People make decisions about their lives every day and then share them on Facebook. When he gets that diploma, when she says “yes,” when they sign the papers for their first house – all of these stories end up on Facebook. Facebook collects that data and allows marketers to use that data to show consumers relevant ads.
How do we as PPC managers decide which data to use? Let me tell you.
Lifestyle Indicators are the answer!
Let’s say our goal is to target moms. Not every mom‘s Facebook profile reveals whether she has children. However, by honing in on certain criteria, you can find many different ways to target women whose profiles don’t specify that they’re moms. This could result in you finding a lower average CPC for your ads.
1. On Facebook, you can target current children’s movies like The Lorax. #Lorax (film) has an estimated audience of 1.48 million people.
2. With Facebook targeting, you can narrow that field down quite a bit by only targeting women, which brings the estimated audience to 1.32 million.
3. To make that even more precise, target women whose ages are between 25 and 40, and this brings the estimated audience to 176,000 people. At this point, you have a good-sized target of women who have the highest chance of having kids; you can run targeted adverts and tests with this group.
4. If you want to get more granular, go ahead and separate by “interested in” and choose men, which would bring your estimated audience to 74,000 people. (The numbers tell us there’s a higher chance for women who like men to have a child than women in same-sex relationships.)
You have to take a bit of a leap of faith to assume that the people in this criteria who fit this criteria must either have a kid or have some relationship to children – and therefore qualify as the targeted audience. (I know some of you must be thinking that you will have a ton of people who like The Lorax just because it is an animated family movie, which is true; it’s an inherent risk, and only your Return on Ad Spend and Cost Per Lead can measure the success.) However, this Lifestyle Indicator is a lot safer than just targeting #mother on Facebook. Most importantly, it may yield a cheaper cost per click. The campaign I ran that targeted #Lorax (film) average cost per click was $1.13, which is lower than other campaigns with more general targeting.
Now, on to the wedding example…
Who doesn’t love a wedding? Dancing, champagne, partying, drinking, food, and more drinking. That’s the order of how I like to enjoy a wedding! Who doesn’t want to share that they just got married with all their friends on Facebook? Hundreds of thousands of people share their special day via Facebook, and this is where a PPC manager can capitalize on this Lifestyle Indicator.
Newlyweds have tons of needs I like to target. When people get married, a common next step is to move in together or move to a new place. What happens when you move? You need home insurance, either to protect your new valuables or to insure your new home. Either way, lifestyle indicators like this are a win-win for a PPC manager because they pose such a limited risk. You know you’re going to be targeting the right demographics; just make sure your adverts are bold and to the point, and get your audience to convert!
– Bradley Zeller