Know Thy Facebook Audience
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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
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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
- 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
- 10. When you run Facebook ads, every campaign you run should be testing something. ● Images ● Headlines ● Post text ● Display URL ● Audience
- 11. 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!