FB Ads: Experimenting with 7 Audiences
I conducted an experiment with Facebook Ads to determine which audience would generate conversions. Traffic would lead to an e-commerce product page.
Using Facebook’s audience insights tool, I researched 30 different audiences within the product specific niche. These audiences consisted of competitor sites, magazines, interests, and people. I narrowed this list to 7 audiences after restricting the age to 25-65+ and ensuring that my audience size would be between 250,000 to 500,000.
The ad consisted of a single image with 2 lines of copy. In a previous experiment done with the same product, I found that 2 lines of copy received the most link clicks compared to 1 paragraph and 5 paragraphs of copy. Additionally, in another experiment, I found that a single image outperformed carousel or video formats.
Here’s what the ad looked like:
One campaign, 7 ad sets and 1 ad per ad set
US Only, males and females, 25+, 250,000 – 500,00 audience size
Facebook newsfeed on desktop and mobile.
$5 a day for 6 days for each ad set.
$10 a day for 6 days on the ad set that performed the best out of the 7
Lowest cost, no cap
I optimized for traffic, tracking purchases.
After scaling up A1, these were the results.
- Larger budget: I needed a larger budget due to the high CPC. I wasn’t able to generate enough clicks and enough data to make a solid conclusion about audience A1.
- Product Variation: I received some comments where the person expressed interest in the kit but wished there was an additional product added to the set (i.e. a blanket). Hence, I could experiment with different products within the kit itself.
- Experiment with the image: I haven’t tested for different images so changing the image may improve the numbers.
- Narrow down age: The majority of clicks for the ad came from an older age group 55+ with a few coming from the 25 to 35 age range. I could redo the experiment, targeting the relevant age range.