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

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

4. Message Audience

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!

33. dan@danjrussell.com
@danjruss
www.danjrussell.com