Know Thy Facebook Audience

1. Know Thy Facebook Audience dan@danjrussell.com so you don’t go crazy.

2. when it comes to ads... dan@danjrussell.com

3. dan@danjrussell.com 2 things to consider

4. Message Audience

5. Audience Demographics ● Location ● Language ● Gender ● Age ● Interests ● Buying history ● etc etc etc

6. Audience Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate

7. dan@danjrussell.com which of these is the LEAST specific?

8. dan@danjrussell.com here’s why I ask... (and where the trick comes in)

9. When you run Facebook ads, every campaign you run should be testing something. ● Images ● Headlines ● Post text ● Display URL ● Audience

12. We have all of these characteristics, so we should be testing them! ● USA ● English ● Male Audience ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate

13. dan@danjrussell.com the question is: what do you test?

14. dan@danjrussell.com when you’re testing for messaging, it’s a bit easier. Message

15. dan@danjrussell.com when you’re testing for messaging, it’s a bit easier. ● Images ● Headlines ● Post text ● Display URL

16. dan@danjrussell.com when you’re testing for messaging, it’s a bit easier. ● Images ● Headlines ● Post text ● Display URL

17. dan@danjrussell.com but audience demographics are more complicated to test.

18. you can test location... dan@danjrussell.com Country? State? Zip Code? Town? 196 Countries >30,000 towns in US alone!

19. when you’re creating an ad set for every dan@danjrussell.com test segment... it turns into a NIGHTMARE!

20. when you’re creating an ad set for every dan@danjrussell.com test segment... it turns into a NIGHTMARE! (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)

21. dan@danjrussell.com so what do we do?

22. let’s look at our audience details again. dan@danjrussell.com so what do we do?

23. Audience Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate

24. Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate which one here is the LEAST specific?

25. Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate BAM! which one here is the LEAST specific?

26. Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate BAM! the location details for this audience have the most possible sub-categories and are thus the MOST general and test-worthy characteristic.

27. so let’s look at the others for a second to dan@danjrussell.com see why they didn’t win.

28. English Pirate, UK, US Male ? Blogging, Tech, Computers, IM Tech Magazines, Individual Blogs, Computer Types/Groups, IM thought leaders Heavy Spender ? College Grad IN THE HOLE Undergrad Years, Schools

29. Blogging, Tech, Computers, IM Tech Magazines, Individual Blogs, Computer Types/Groups, IM thought leaders College Grad IN THE HOLE Undergrad Years, Schools Let’s look at USA what testing for location will get ALL 50 STATES us... Alabama, Arkansas, Connecticut…..

30. the least specific category is often the most testable depending on Facebook’s available testing dan@danjrussell.com parameters

31. in this example, we can run a campaign with 50 ad sets test for every state- keep ads within the sets dan@danjrussell.com identical

32. in this example, we can run a campaign with 50 ad sets test for every state- keep ads within the sets dan@danjrussell.com identical (feel free to test them though) Message helloo!

33. dan@danjrussell.com @danjruss www.danjrussell.com