Target by age is good? kinda!

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    22-Apr-2015
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Transcript of Target by age is good? kinda!

  • 1. Udi Barone http:// www.beesandpollen.com Common misconception Targeting ads by Age on Facebook is good? Kinda! See case study results inside
  • 2. Ive took 5 different ads and ran them on a Facebook app Learn languages Amazon beauty Online pianist Amazon music Amazon apparel
  • 3. Ive analyzed the clickers user data
    • Ive looked on the attributes of all users who clicked the ads and analyzed the following attributes:
      • Age The attribute I was betting to be the best predictor of which ad a user is most likely to click. After all, it is the attribute we all use today
      • Education
      • Total Friends
      • Total Posts
      • Total Likes (e.g. products, music, artists)
      • Number of Likes related to products only
      • Number of Likes related to music only
  • 4. Surprisingly Age wasnt the best predictor of which ad a user is most likely to click! Guess the attribute?
  • 5. The user Age attribute lost toNumber of user Likes related to products only attribute Number of Likes related to products only
  • 6. Tips for better ads monetization on Facebook apps
    • When you go target you should analyze tens of attributes (anything you can think of)
    • Dont settle for just analytics tools that leaves you all the manual work of optimization. The optimization needs to be done in real-time!
    • Use optimization tools like the Honey- Lizer that can do the work for you. Such tool optimizes x10,000 attribute combinations
    • Beware of disclosing any data to 3 rd party and breaching Facebook user privacy
  • 7. Discloser
    • This is just a sample analysis on one Facebook app. The results disclosed here are subjected to change across different apps, different ads/offers and different algorithms.