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
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
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)
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!