Read any article on running a Facebook ad campaign and you’ll be told to split test your ads. Big deal. But I want you to quit worrying about testing this headline or that image for the moment and try something completely new – compare Facebook audiences against each other.
As I discussed in this post, it doesn’t matter how good your Facebook ads are if they aren’t shown to the right people. And with the myriad ways in which Facebook let’s you create a target audience, you should spend just as much time exploring new targeting options as you do on the ads themselves.
Here’s How To Compare Facebook Audiences
Fortunately, Facebook let’s you test multiple audiences against each other to see which performs best. It’s actually pretty simple, and I’m surprised more marketers don’t spend time on it. Here’s how to do it (the right way)…
First, create a handful of Facebook audiences that best approximate the people you’re trying to target. Experiment with different approaches, such as Likes/Interests, Behaviors, Demographics, Website Activity, or Lookalike Audiences. If all this sounds new to you, here’s a guide on creating different types of Facebook audiences.
Next, use Facebook’s “Show Audiences Overlap” feature to see how similar each of these audiences is. You’ll find it on the Audiences page in Ads Manager by clicking the Actions button near the top of the screen.
Select each of the audiences you’ve just constructed and open the Show Audiences Overlap window. You should see something like the below:
Make sure to select each of your audiences in that box in the top right. You’ll want to compare each audiences against all the others before proceeding.
You’ve structured things the right way if there is little to no overlap among all of your test audiences. If that’s the case, then you can safely run all of your ads to each of these audiences simultaneously. Just create a single Campaign with an Ad Set for each audience, and you can easily compare the results.
How Much Is Too Much?
If there’s too much overlap (say more than 25%), then proceed with caution. You’ll be bidding against yourself when you run your campaign. That will cause your ads to be unnecessarily expensive or cause them to stop running entirely. Worse, you won’t get a true gauge on how those audiences perform.
If you are trying to compare Facebook audiences and see that more than one of your audiences is performing well, no problem! That just means you have even more people to target. And since Facebook consistently offers new ways to target people, make audience split testing a regular practice.
This post was originally published on Flag and Frontier, my marketing consulting business for B2B technology companies.