How to layer purchase intent in your Meta interests targeting
What is Meta Interests Targeting?
Meta’s interests targeting allows advertisers on platforms like Facebook and Instagram to reach users based on their demonstrated interests. These interests are inferred from users’ activities such as pages they like, content they engage with, posts they comment on, and even the types of ads they interact with. It’s an effective tool for reaching a targeted audience that shares specific hobbies, lifestyle preferences, or behaviors.
How Interests Targeting Works
Advertisers can select from a vast array of interest categories when setting up ad campaigns. Categories can range from broad topics like “fitness” or “travel” to more niche interests like “organic food” or “photography equipment.” Meta collects data from various actions taken by users, including:
Page Likes : Users who like a specific page related to a topic.
Engagement with Content : If someone frequently engages with posts or shares content about a particular topic.
Ad Clicks : Meta also tracks how users interact with ads related to specific categories.
How to choose interests that signal purchase intent for your brand?
Meta allows advertisers to mix and match interests, giving them the flexibility to tailor their target audience based on specific campaign goals.
Ideally, your ads should show up in the newsfeed of people who are tagged by Meta with interests in the shopping category for your brand. This can be accomplished as follows:
Step 1. Identify products shoppers are actively buying, and the related content that they are consuming in your brand’s shopping category. You can use tools like Shopalyst Brand Knowledge Graph.
Step 2. Extract the top attributes of these best selling products – features, benefits, ingredients, competitors, reviews and the like. You could use a co-pilot like Maia by Shopalyst to accomplish this.
Step 3. Match these best selling attributes with interests available in the Meta Audience Graph. You can use tools like the Shopalyst Audience Builder to readily access category specific curated interests.
Summing it up
Meta’s interest targeting is a versatile tool that, when used in combination with tools like Shopalyst Audience Builder strategically, can greatly enhance the performance of ad campaigns, making it easier to connect with audiences that are likely to connect, engage and shop with your brand.
