How to use Preference Tool to sell a brand or product

Here is a practical example to help you get the most out of Preference. This example, DELL LAPTOP, is most relevant for when you have a specific product or brand that you are advertising.


The example demonstrates:

  1. How to get a list of keywords that are ideal targets for advertising Dell
  2. How to learn psychological insights about people who prefer Dell compared to competitors in the market
  3. How to use those insights to create personality segments that would match Dell, or those of a competitor

How to get a list of keywords that are ideal targets for advertising Dell

After you log in at search for "Dell" and then select the Dell keyword

Choose the Matches tab, and then click on calculate using selected keywords. The number of factors determines how many dimensions go into the model and so accurate you want the matches to be: more factors means higher accuracy but will take longer to calculate. It will take around 20 seconds with 100 factors which should be good enough for most situations unless you are running lots of keywords.

The results will show a list of the closest targets for Dell. At the top are other computer manufacturers Intel and HP, mobile phone manufacturer HTC, and then a number of car manufacturers (Mercedes Benz, Jaguar, Volkswagen, Nissan and Honda). You can also export the keywords to make it easier to copy and paste them into your advertising management software.

By default, keywords are arranged in order of best match, but you can also rearrange them by popularity in order to get the matching keywords that will reach more people. This is particularly helpful for maximizing the volume of advertising to meet campaign speed goals. Remember that this re-ordered list will still only include the top 100 closest keywords, so even those nearer the bottom of the list should be good targets.

Tip: Over 150,000 different keywords are in our database, so even the top 100 closest targets should be good matches.

How to learn psychological insights about users of Dell compared to competitors in the market

These are available on the Insights tab. From the orange bars in the screenshot below, you can see the personality profile of Dell users (rather traditional, conscientious, and emotionally stable), their life satisfaction (rather high), and their IQ (rather high). From the demographics section, you can also see that people who prefer Dell tend to be male, have an average number of Facebook friends, are much more likely to be single, and come from all age groups although with a slight bias for people aged 19-22.

The screenshots above have had other preferences added to them to allow comparison. "Intel" has been added (blue bars), since it was listed as the closest to Dell on the Matches tab, and "Macintosh Computers" has been added (red bars), since it was conspicuous by its absence. From the personality graphs, you can see that Dell and Intel are very similar, save for Intel being preferred by more introverted people. Macintosh Computers is different from both Intel in Dell in Openness (Mac users are comparatively liberal and open to new experiences), Agreeableness (Mac users are comparatively more competitive and less willing to work in teams) and in Stability (Mac users are comparatively more in touch with their emotional side). In the demographics section, you can also spot differences in number of FB friends (Mac users are more connected) and in relationship status (Mac users are more likely to be in a relationship, although still less likely than average).

These insights might change how you advertise a product. You might emphasise to a Dell customer how the product is simple and easy to use to do advanced tasks (low Openness so do not want to try new things, and high IQ so likely to be doing difficult tasks), is no hassle (high Stability, so relaxed), and is a trusted brand (high Conscientiousness so prefers things that will be long lasting).

How to use those insights to create personality segments that would match Dell, or those of a competitor

To use these insights to create personality segments, choose the Profiles tab. The first thing you'll see is that the graphs are similar to those on the Insights page: the personality and demographics of each keyword are shown using coloured bars. However, on this page you can drag sliders to select the personality of the audience that you would like to contact. In the picture below, the sliders have been dragged to select people who are rather traditional and organized, average on extraversion and agreeableness, and high on stability. You can see that IQ and life satisfaction are shown on the graph for Dell, but that they have not been selected. Nevertheless, it's possible to choose an audience based on their happiness or IQ also.

Tip: If you have control over the advertising creative, try to make the creative fit the personality that you're aiming at. Extroverts aim to impress others, introverts are more interested in their own opinion. Open people are more willing to try something new, but traditional people value a product's history and pedigree.

Tip: For Facebook advertising it's unnecessary to search for keywords that represent people of particular demographics (gender/age) because you can target the age range and demographic directly through the FB advertising panel. However, if you were going to improve your Google keywords then you'd use the age and demographics that you wanted to favour, because on Google it's not possible to target by any individual characteristics.

As on the Matches tab, you then press the Calculate button, and keywords are displayed, but this time based on the personality profile that you searched for. In Dell's case the results showed a mixture of keywords, demonstrating that personality targeting is the best way to widen advertising by using keywords that are unlikely to have been used by other advertisers and so are more likely to have a low CPC.

Tip: Use personality targeting to widen your targeting by finding the preferences of the kind of person you want, but that may nevertheless by totally unrelated to the product you are selling. This is a great way to target using cheap keywords.

But let's say that Dell wanted to advertise to the type of person who would normally buy a Mac; perhaps their advert creative explains that a Dell computer is just as good as a Mac but half the price. Well, we already know the personality profile of Macs from the Insights tab (Mac users are liberal, competitive and emotional). You can search for the keywords that would be liked by those kinds of people by moving the sliders like below and then pressing Calculate.