Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Know Thy Facebook Audience

Don't go crazy trying to test every characteristic of your Facebook audience - check this deck out to know how to prioritize and test the most important audience characteristics first.

See more at http://lifeinsixth.com

  • Login to see the comments

  • Be the first to like this

Know Thy Facebook Audience

  1. 1. Know Thy Facebook Audience dan@danjrussell.com so you don’t go crazy.
  2. 2. when it comes to ads... dan@danjrussell.com
  3. 3. dan@danjrussell.com 2 things to consider
  4. 4. Message Audience
  5. 5. Audience Demographics ● Location ● Language ● Gender ● Age ● Interests ● Buying history ● etc etc etc
  6. 6. Audience Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate
  7. 7. dan@danjrussell.com which of these is the LEAST specific?
  8. 8. dan@danjrussell.com here’s why I ask... (and where the trick comes in)
  9. 9. When you run Facebook ads, every campaign you run should be testing something. ● Images ● Headlines ● Post text ● Display URL ● Audience
  10. 10. When you run Facebook ads, every campaign you run should be testing something. ● Images ● Headlines ● Post text ● Display URL ● Audience
  11. 11. When you run Facebook ads, every campaign you run should be testing something. ● Images ● Headlines ● Post text ● Display URL ● Audience
  12. 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. 13. dan@danjrussell.com the question is: what do you test?
  14. 14. dan@danjrussell.com when you’re testing for messaging, it’s a bit easier. Message
  15. 15. dan@danjrussell.com when you’re testing for messaging, it’s a bit easier. ● Images ● Headlines ● Post text ● Display URL
  16. 16. dan@danjrussell.com when you’re testing for messaging, it’s a bit easier. ● Images ● Headlines ● Post text ● Display URL
  17. 17. dan@danjrussell.com but audience demographics are more complicated to test.
  18. 18. you can test location... dan@danjrussell.com Country? State? Zip Code? Town? 196 Countries >30,000 towns in US alone!
  19. 19. when you’re creating an ad set for every dan@danjrussell.com test segment... it turns into a NIGHTMARE!
  20. 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. 21. dan@danjrussell.com so what do we do?
  22. 22. let’s look at our audience details again. dan@danjrussell.com so what do we do?
  23. 23. Audience Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate
  24. 24. Demographics ● USA ● English ● Male ● 18-24 ● Blogging, Technology, Computers, Internet Marketing ● Heavy Spender ● College Graduate which one here is the LEAST specific?
  25. 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. 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. 27. so let’s look at the others for a second to dan@danjrussell.com see why they didn’t win.
  28. 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. 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. 30. the least specific category is often the most testable depending on Facebook’s available testing dan@danjrussell.com parameters
  31. 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. 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. 33. dan@danjrussell.com @danjruss www.danjrussell.com

×