Udi Baronehttp://www.beesandpollen.com

Common misconception

Targeting ads by Age on Facebook is good?

Kinda!

See case study results inside…

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I’ve took 5 different ads and ran them on a Facebook app

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Amazon beauty

Online pianist

Amazon music

Amazon apparel

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I’ve analyzed the clickers’ user data

I’ve looked on the attributes of all users who clicked the ads and analyzed the following attributes:

1) 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

2) Education

3) Total Friends

4) Total Posts

5) Total Likes (e.g. products, music, artists)

6) Number of Likes related to products only

7) Number of Likes related to music only

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Surprisingly Age wasn’t the best predictor of which ad a user is most likely to click!

Success Ratio By Attribute

0

10

20

30

40

1 2 3 4 5

Banner

Su

cces

s R

atio

%

Age Other ? Guess the attribute?

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The user Age attribute lost to…’Number of user Likes related to products only’ attribute

Success Ratio By Attribute

0

10

20

30

40

1 2 3 4 5

Banner

Su

cces

s R

atio

%

Age Other ? Number of Likes related to products

only

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Tips for better ads monetization on Facebook apps

• When you go target you should analyze tens of attributes (anything you can think of)

• Don’t 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 3rd party and breaching Facebook user privacy

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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.