Traffic arbitration on Facebook is one of the most popular specializations in Internet marketing. This area requires not only knowledge in the field of advertising, but also the ability to analyze data and conduct behavior targeting. In this article, we will look at how to target behavior when arbitrating traffic on Facebook.
What is behavior targeting?
Behavior targeting is a method of selecting an audience based on their behavior on the Internet. This method allows you to determine what actions a user performs on the Internet, and based on this, choose the most appropriate advertising for him.
How to target behavior on Facebook?
1. Use Facebook Pixel
Facebook Pixel is a tool that allows you to track user activity on your site. With it, you can find out which pages users view, which products they add to the cart and which pages they leave. This data can be used for targeting on Facebook.
For example, if you sell shoes, you can create an ad that will be shown only to those users who viewed the page with sneakers, but did not make a purchase.
2. Use Lookalike audience
Lookalike audiences are audiences that are created based on data about your existing customers or subscribers. Facebook uses this data to search for users who have similar interests and behaviors.
For example, if you have a customer database, you can create a Lookalike audience that will consist of users with similar interests and behaviors. This audience will be more inclined to buy your products or services.
3. Use interests and behavior
Facebook offers a wide range of interests and behaviors that can be used for targeting. This data can be used to determine the interests and behavior of users who may be interested in your advertising.
For example, if you sell sportswear, you can choose sports-related interests such as running, fitness, basketball, etc. You can also choose sports-related behaviors, such as attending sporting events or buying sporting goods online.
Practical examples
1. One of the companies that sells cosmetics used Facebook Pixel to determine which products on their site users view but do not buy. They created an ad that was shown only to those users who viewed the page with these products, and offered them a discount on their next purchase. This campaign led to a 20% increase in sales.
2. A company that sells household goods used Lookalike audience to find users who have similar interests and behaviors with their existing customers. They created an ad that was aimed only at this audience and offered them free shipping. This campaign led to a 15% increase in sales.
3. A company that sells cars used interests and behaviors related to cars to identify an audience that might be interested in advertising them. They created an ad that was aimed only at this audience and offered them a test drive. This campaign led to a 25% increase in sales.
In conclusion, behavior targeting is a powerful tool that can help you increase conversions and sales. Use Facebook Pixel, Lookalike audiences and interests and behaviors to determine the most appropriate audience for your ads. Don't forget to analyze the data and optimize your campaigns to achieve the best results.
