facebook-car-1030x517

How insurance agencies can target facebook users based on the car they drive

Our focus is on a specific category found within behavioral targeting: Automotive.

The Basics

This is found within behavior targeting. Whether you’re creating an ad within Power Editor or the ad create tool, click “Browse” within Behaviors.

facebook power editor behaviors How you can use facebooks targeting to send ads based on the car a user drives

facebook-behaviors

That will give you the following categories:

Automotive (DLX Auto Powered by Polk)
Charitable Donations
Digital Activities
Financial
Mobile Device User
Purchase Behavior
Click on the Automotive category.

facebook-behaviors-automobile

You will then be given the following sub-categories:

Motorcycle
New Vehicle Buyers (Near Market)
New Vehicle Shoppers (In Market)
Owners
Purchase Type
Used Vehicle Buyers (In Market)
Now we can start digging into what you can actually find here!

Motorcycle

facebook-behaviors-motorcycle

When you click the Motorcycle sub-category, you’ll get two options:

Purchased
Owners

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When you click “Owners” sub-category, you’ll be able to target Facebook users based on the type of motorcycle that they drive. You’ll get the following options:

All Motorcycles
All-Terrain Vehicle (ATV)
BMW
Domestic
Foreign
Harley
Honda
Kawasaki
Less than 600cc Engine
Minibike/Moped/Scooter
Off-Road/Trail/Dirt Bike
Over 600cc Engine
Polaris
Road/Street Bike
Suzuki
Yamaha

facebook-power-editor-behaviors-motorcycle-purchased

Click on the Purchased sub-category, and you can target based on how recently they bought that motorcycle, and whether it was new or used:

0 – 6 Months Ago
7 – 12 Months Ago
13 – 24 Months Ago
25 – 36 Months Ago
37 – 48 Months Ago
Over 48 Months Ago
New
Used

New Vehicle Buyers

facebook-power-editor-new-vehicle-buyers

The next two options are for new vehicle buyers:

New Vehicle Buyers (Near Market)
New Vehicle Buyers (In Market)

facebook-power-editor-behaviors-new-vehicle-buyers-near-market

If you click the “New Vehicle Buyers (Near Market)” option, you’ll be allowed to target people who will be considering a new vehicle purchase within the next 365 days, by style:

Crossover
Economy/Compact
Full-Size SUV
Full-Size Sedan
Hybrid/Alternative Fuel
Luxury SUV
Luxury Sedan
Midsize Car
Minivan
Pickup Truck
Small/Midsize SUV
Sports Car/Convertible

facebook-power-editor-behaviors-new-vehicle-buyers-in-market

If you click the “New Vehicle Buyers (In Market)” option, you’ll be allowed to target people who will be considering a new vehicle purchase within the next 180 days, broken up into three categories:

Make
Model
Style
If you select “Make,” you’ll be given 33 options that include:

Acura
BMW
Honda
Jeep
Porsche
If you select “Model,” you’ll get 50 options that include:

Chevrolet Camaro
Ford Escape
Jeep Grand Cherokee
Subaru Forester
Toyota Prius
Click on “Style,” and you’ll get the same options as listed above when this option is selected for “Near Market.”

Owners

facebook-power-editor-behaviors-automotive-owners

Click on the “Owners” sub-category, and you’ll get the following options:

Aftermarket
Make
Purchased
Style
Vehicle Age
Vehicle Price

Aftermarket

Within the “Aftermarket” subcategory, you’ll be able to target people who are likely to buy auto parts, services or accessories:

Auto Parts
Auto Parts and Accessories
Auto Service Buyer

Make

Within the “Make” subcategory, you can target people based on the make of the car in their household. There are 40 to choose from, including:

Audi
Dodge Ram
Infiniti
Mercedes
Saab

Purchased

Click on “Purchased” and you’ll be able to target users based on how recently they purchased their current vehicle. Options include:

0-6 Months Ago
7-12 Months Ago
13-24 Months Ago
25-36 Months Ago
37-48 Months Ago
Over 48 Months Ago

Style

The “Style” sub-category will allow you to target Facebook users based on the style of vehicle they own. This was discussed earlier, and includes things like:

Commercial Truck
Crossover
Economy/Compact
Full-Size SUV
Full-Size Sedan

Vehicle Age

Targeting users by age of vehicle in their household could be a way to reach those likely to be in the market to buy. Options include:

0 – 1 Year Old
2 Years Old
3 Years Old
4 – 5 Years Old
6 – 10 Years Old
11 – 15 Years Old
16 – 20 Years Old
Over 20 Years Old

Vehicle Price

Finally, you can target users based on vehicle price. This could be a good indicator of disposable income:

Less than $20,000
$20,000 – $30,000
$30,000 – $40,000
$40,000 – $50,000
$50,000 – $75,000
Over $75,000

Purchase Type

facebook-power-editor-behaviors-automotive-vehicle-price

Within the “Purchase Type” sub-category, you can target users who are likely to buy or lease a car based on the following characteristics:

Buy New (In Market)
Buy New (Near Market)
Buy New or Used (In Market)
Buy New or used (Near Market)
Buy Used (In Market)
Lease (In Market)
Reminder: “In Market” means that users are likely to perform that action within the next 180 days, and “Near Market” is the next 365 days.

Used Vehicle Buyers (In Market)

facebook-power-editor-behaviors-automotive-used-vehicle-buyers

Finally, you can target users who are likely to buy a used vehicle within the next 180 days. You can refine your targeting buy Make and Style. Both were already discussed above.

 Where Does Facebook Get This Data?

All of this information comes from Partner Categories. Facebook partners with data mining companies (in this case Datalogix) that collect data based on purchases, applications and surveys completed and send it to Facebook for ad targeting purposes.

It will undoubtedly sound creepy to some that you can target based on some of this information. But if you get past the creepiness, this data can be used to generate incredibly relevant — and useful — advertising.

For the purpose of the automotive targeting, Facebook explains the source of almost all of this information as follows:

Multi-sourced, U.S. consumer household information that draws from geographic, demographic and area-level vehicle characteristics. Validated using actual vehicle registration data.

Is it accurate? Test to find out!

How Can Small Business Use This Data?

Here are a few examples of how advertisers can use this information…

Auto Dealership: You can target users based on whether they own a new or used car, by make and model, and you can make sure that you’re only reaching those who are likely to currently be in the market for a new car. Lots of possibilities!

Mortgage and Loan Company: What are your current rates? Target people in the market for a car, making adjustments based on likely amount a customer may put down.

Auto Insurance Company: Target users based on the specific make and model of car they own, complete with typical rates for that car.

Lifestyle: For brands with big ticket items that may only appeal to the wealthy, target those with expensive cars! On the flip side, you may have a product or service that appeals to a demographic on the other end of the spectrum.