How to use Preference Tool to sell a service to a specific type of customer (Insurance) With financial products, like insurance or a loan, the most important issue is the type of customer. If an advertiser simply shows an ad to everyone aged 18+, the most impulsive (and risky) consumers will be most likely to sign up. But by refining your targeting groups by personality, using Preference Tool, you can segment your audience by personality type - in this case, the personality who is most likely to be a good insurance risk. Tip: These generic services are likely to be potentially interesting to everyone, and so they are the most difficult to target on Facebook using conventional methods. Where it is possible, like in search marketing (just targeting people searching for "insurance" - duh), it's usually very expensive due to massive competition. In this insurance example, after logging in at PreferenceTool.com , instead of searching for a keyword, go straight to the Profiles tab. Drag the slider for the Conscientiousness personality trait to 100%. Conscientiousness distinguishes people who are impulsive and cognitively flexible from those who prefer to plan things in advance and are organized. Research has showed that those high in Conscientiousness are more likely to consider that repaying a loan is a high priority, so they are perfect targets. At the time of writing, the most Conscientious keywords are Yolanda Adams, Speaker Education Project and Talbots: You'll notice that all of these keywords are relatively unpopular (see their