A question I’m often asked about is Behavioral segmentation. What is it and how does it work?
In this article, How To use Behavioral Segmentation in Google Ads, we will cover the following topics:
- What behavioral segmentation is
- Why it’s so useful in Google ads
- Types of behavioral segmentation
- And how to use behavioral segmentation for better marketing effectiveness
Watch the video version of this article below:
Behavioral segmentation is a type of market segmentation that will segment or group your audiences, prospects, and customers by their actions and behaviors.
Where psychographic and demographic segmentation look at who your customers are, behavioral segmentation looks at actions that your customers take.
Behavioral segmentation is one of four different types of segmentation that you can use with Google ads.
Demographic, geographic, and psychographic segmentation are the most common ways that people segment.
But I often see campaigns that don’t use behavioral segmentation at all.
Make sure that you do not overlook it because it is a good way to reach qualified audiences.
6 Types of Behavioral Segmentation
I’ll show you 6 different types of behavioral segmentation examples. Most people think that there are only 4 types but there are in fact 6 different types of behavioral segmentation, they are:
- Benefits Sought
- Spending Habits
- User Status
- Customer Journey Stage
- Purchasing Habits
- Brand Interactions
Benefits Sought
You can see what benefits are important to a customer by looking at the types of products and services he chooses.
For example, if customers consistently choose a top of the line option, you know quality matters to them.
Spending Habits
Spending habits refers to the the way customers like to buy. You’ll have insight into how, when and where they spend their money and where and when they typically buy. Spending habits can group customers into who:
- Coupon and non coupon users
- Store card vs non store card users
- online vs. offline (or in person)
- Visit during sales vs. random times
User Status
User status is the amount of time a customer spends with a product and/or how often they use it. You can categorize customers by how they engage with your offering and most likely to be repeat customers. They are your:
- Heavy Users
- Medium Users
- Light Users
Customer Journey Stage
Customer journey stage refers to where a customer is in your sales funnel and what they are doing in that step of your funnel.
Purchasing Habits
Purchasing habits refer to how customers approach the buying process like someone who is price-conscious or not.
Brand Interactions
Brand interactions refer to how customers engage with your business.
Examples are:
- How often a customer visits your store
- How often a customer makes a purchase
- What customers have bought in the past
- How often a customer visits your website
- What pages a customer visits on your website
- What webinar they viewed or content they downloaded
- How often a customer engages with your social profiles
- What content a customer engages with on your social profiles
Conclusion
Don’t just focus on who your customers are. Pay attention to how they act. When you know what your customers are doing (or not doing), you can boost marketing effectiveness by creating a personalized marketing strategy that will target audiences by what they really want and need. That’ my overview on How To use Behavioral Segmentation in Google Ads. Hope you learned something new today.
