know thy facebook audience
DESCRIPTION
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.comTRANSCRIPT
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AudienceMessage
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Audience
Demographics
● Location● Language● Gender● Age● Interests● Buying history● etc etc etc
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Audience
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
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When you run Facebook ads, every campaign you run should be testing something.● Images
● Headlines● Post text● Display URL● Audience
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When you run Facebook ads, every campaign you run should be testing something.● Images
● Headlines● Post text● Display URL● Audience
![Page 11: Know Thy Facebook Audience](https://reader035.vdocument.in/reader035/viewer/2022062220/557ea41fd8b42ab04c8b4de1/html5/thumbnails/11.jpg)
When you run Facebook ads, every campaign you run should be testing something.● Images
● Headlines● Post text● Display URL● Audience
![Page 12: Know Thy Facebook Audience](https://reader035.vdocument.in/reader035/viewer/2022062220/557ea41fd8b42ab04c8b4de1/html5/thumbnails/12.jpg)
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
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when you’re
testing for messaging, it’s a bit
easier.
Message
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when you’re
testing for messaging, it’s a bit
easier.
● Images● Headlines● Post text● Display URL
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when you’re
testing for messaging, it’s a bit
easier.
● Images● Headlines● Post text● Display URL
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Country?State?
Zip Code?Town?
you can test location...
196 Countries
>30,000 towns in US alone!
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it turns into a NIGHTMARE!
when you’re creating an ad set for every test segment...
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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)
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let’s look at our audience details again.
so what do we do?
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Audience
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
![Page 24: Know Thy Facebook Audience](https://reader035.vdocument.in/reader035/viewer/2022062220/557ea41fd8b42ab04c8b4de1/html5/thumbnails/24.jpg)
Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
which one here is the LEAST specific?
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Demographics
● USA● English● Male● 18-24● Blogging, Technology, Computers,
Internet Marketing
● Heavy Spender● College Graduate
which one here is the LEAST specific?
BAM!
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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!
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so let’s look at the others for a second to see why they didn’t win.
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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
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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
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depending on Facebook’s available testing parameters
the least specific category is often the most testable
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test for every state- keep ads within the sets identical
in this example, we can run a campaign with 50 ad sets
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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!