know thy facebook audience
Post on 15-Jun-2015
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AudienceMessage
Audience
Demographics
● Location● Language● Gender● Age● Interests● Buying history● etc etc etc
Audience
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
When you run Facebook ads, every campaign you run should be testing something.● Images
● Headlines● Post text● Display URL● Audience
When you run Facebook ads, every campaign you run should be testing something.● Images
● Headlines● Post text● Display URL● Audience
When you run Facebook ads, every campaign you run should be testing something.● Images
● Headlines● Post text● Display URL● Audience
Audience
We have all of these characteristics, so we should be testing them!● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
dan@danjrussell.com
when you’re
testing for messaging, it’s a bit
easier.
Message
dan@danjrussell.com
when you’re
testing for messaging, it’s a bit
easier.
● Images● Headlines● Post text● Display URL
dan@danjrussell.com
when you’re
testing for messaging, it’s a bit
easier.
● Images● Headlines● Post text● Display URL
dan@danjrussell.com
but audience demographics are
more complicated to test.
dan@danjrussell.com
Country?State?
Zip Code?Town?
you can test location...
196 Countries
>30,000 towns in US alone!
dan@danjrussell.com
it turns into a NIGHTMARE!
when you’re creating an ad set for every test segment...
dan@danjrussell.com
it turns into a NIGHTMARE!
when you’re creating an ad set for every test segment...
(if you’re testing every town in the US, you’ll have over 30,000 ad sets! Which isn’t allowed - max is 1000 - but you get my point)
dan@danjrussell.com
let’s look at our audience details again.
so what do we do?
Audience
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
which one here is the LEAST specific?
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
which one here is the LEAST specific?
BAM!
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
the location details for this audience have the most possible sub-categories and are thus the MOST general and test-worthy characteristic.
BAM!
dan@danjrussell.com
so let’s look at the others for a second to see why they didn’t win.
English
Pirate, UK, USNOT WORTH IT
Male
?NO SUBCATEGORIES
Blogging, Tech, Computers, IM
Tech Magazines, Individual Blogs, Computer Types/Groups, IM thought leaders
ON DECK
Heavy Spender
?NO SUBCATEGORIES
College Grad
Undergrad Years, Schools
IN THE HOLE
Blogging, Tech, Computers, IM
Tech Magazines, Individual Blogs, Computer Types/Groups, IM thought leaders
College Grad
Undergrad Years, Schools
IN THE HOLEON DECK
USALet’s look at what testing for location will get us...
Alabama, Arkansas, Connecticut…..
ALL 50 STATES
dan@danjrussell.com
depending on Facebook’s available testing parameters
the least specific category is often the most testable
dan@danjrussell.com
test for every state- keep ads within the sets identical
in this example, we can run a campaign with 50 ad sets
dan@danjrussell.com
test for every state- keep ads within the sets identical
(feel free to test them though)
in this example, we can run a campaign with 50 ad sets
Message helloo!
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