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Know Thy Facebook Audience 
dan@danjrussell.com 
so you don’t go crazy.
when it comes to ads... 
dan@danjrussell.com
dan@danjrussell.com 
2 things to consider
Message Audience
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
dan@danjrussell.com 
which of these is the 
LEAST specific?
dan@danjrussell.com 
here’s why I ask... 
(and where the trick comes in)
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
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
dan@danjrussell.com 
the question is: 
what do you test?
dan@danjrussell.com 
when you’re 
testing for 
messaging, 
it’s a bit 
easier. 
Message
dan@danjrussell.com 
when you’re 
testing for 
messaging, 
it’s a bit 
easier. 
● Images 
● Headlines 
● Post text 
● Display URL
dan@danjrussell.com 
when you’re 
testing for 
messaging, 
it’s a bit 
easier. 
● Images 
● Headlines 
● Post text 
● Display URL
dan@danjrussell.com 
but audience 
demographics are more 
complicated to test.
you can test location... 
dan@danjrussell.com 
Country? 
State? 
Zip Code? 
Town? 
196 Countries 
>30,000 towns in US alone!
when you’re creating an ad set for every 
dan@danjrussell.com 
test segment... 
it turns into a NIGHTMARE!
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)
dan@danjrussell.com 
so what do we do?
let’s look at our audience details again. 
dan@danjrussell.com 
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 
BAM! 
which one here is the 
LEAST specific?
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.
so let’s look at the others for a second to 
dan@danjrussell.com 
see why they didn’t win.
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
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…..
the least specific category is often 
the most testable 
depending on Facebook’s available testing 
dan@danjrussell.com 
parameters
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
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!
dan@danjrussell.com 
@danjruss 
www.danjrussell.com

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Know Thy Facebook Audience

  • 1. Know Thy Facebook Audience dan@danjrussell.com so you don’t go crazy.
  • 2. when it comes to ads... dan@danjrussell.com
  • 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)
  • 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!