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