Know Thy Facebook Audience

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    15-Jun-2015
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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

Transcript of Know Thy Facebook Audience

  • 1. Know Thy Facebook Audiencedan@danjrussell.comso you dont go crazy.

2. when it comes to ads...dan@danjrussell.com 3. dan@danjrussell.com2 things to consider 4. Message Audience 5. AudienceDemographics Location Language Gender Age Interests Buying history etc etc etc 6. AudienceDemographics USA English Male 18-24 Blogging, Technology, Computers,Internet Marketing Heavy Spender College Graduate 7. dan@danjrussell.comwhich of these is theLEAST specific? 8. dan@danjrussell.comheres why I ask...(and where the trick comes in) 9. When you run Facebook ads, everycampaign you run should be testingsomething. Images Headlines Post text Display URL Audience 10. When you run Facebook ads, everycampaign you run should be testingsomething. Images Headlines Post text Display URL Audience 11. When you run Facebook ads, everycampaign you run should be testingsomething. Images Headlines Post text Display URL Audience 12. We have all of these characteristics,so we should be testing them! USA English MaleAudience 18-24 Blogging, Technology, Computers,Internet Marketing Heavy Spender College Graduate 13. dan@danjrussell.comthe question is:what do you test? 14. dan@danjrussell.comwhen youretesting formessaging,its a biteasier.Message 15. dan@danjrussell.comwhen youretesting formessaging,its a biteasier. Images Headlines Post text Display URL 16. dan@danjrussell.comwhen youretesting formessaging,its a biteasier. Images Headlines Post text Display URL 17. dan@danjrussell.combut audiencedemographics are morecomplicated to test. 18. you can test location...dan@danjrussell.comCountry?State?Zip Code?Town?196 Countries>30,000 towns in US alone! 19. when youre creating an ad set for everydan@danjrussell.comtest segment...it turns into a NIGHTMARE! 20. when youre creating an ad set for everydan@danjrussell.comtest segment...it turns into a NIGHTMARE!(if youre testing every town in the US, youll have over 30,000 ad sets! Which isntallowed - max is 1000 - but you get my point) 21. dan@danjrussell.comso what do we do? 22. lets look at our audience details again.dan@danjrussell.comso what do we do? 23. AudienceDemographics 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 Graduatewhich one here is theLEAST specific? 25. Demographics USA English Male 18-24 Blogging, Technology, Computers,Internet Marketing Heavy Spender College GraduateBAM!which one here is theLEAST specific? 26. Demographics USA English Male 18-24 Blogging, Technology, Computers,Internet Marketing Heavy Spender College GraduateBAM!the location details for thisaudience have the mostpossible sub-categories andare thus the MOST generaland test-worthycharacteristic. 27. so lets look at the others for a second todan@danjrussell.comsee why they didnt win. 28. EnglishPirate, UK, USMale?Blogging, Tech, Computers, IMTech Magazines, IndividualBlogs, Computer Types/Groups,IM thought leadersHeavy Spender?College GradIN THEHOLEUndergrad Years,Schools 29. Blogging, Tech, Computers, IMTech Magazines, IndividualBlogs, Computer Types/Groups,IM thought leadersCollege GradIN THEHOLEUndergrad Years,SchoolsLets look atUSA what testing forlocation will getALL 50 STATESus... Alabama, Arkansas, Connecticut.. 30. the least specific category is oftenthe most testabledepending on Facebooks available testingdan@danjrussell.comparameters 31. in this example, we can run acampaign with 50 ad setstest for every state- keep ads within the setsdan@danjrussell.comidentical 32. in this example, we can run acampaign with 50 ad setstest for every state- keep ads within the setsdan@danjrussell.comidentical(feel free to test them though)Message helloo! 33. dan@danjrussell.com@danjrusswww.danjrussell.com