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QuoteHi John,
So I'm tackling this issue that so far, men seem to be converting less that women in my campaigns. Which is frustrating as if I follow the numbers, audiences get small, and also in terms of people who have my album, men like my music as much as women.
So I've been doing some detective work, because I had a hunch it was to do with images, and noticed something interesting this morning, but I'm not sure whether I'm looking at the right figures. I couldn't find a way of seeing results for actual clicks and conversions for men and women within dynamic creative for particular images. But I have discovered that facebook does tell you the reach for the genders. And after six days of dynamic creative, I figured I can deduce that the image with the most reach must be the one that is performing better...
I've attached 2 images. What was interesting was that the image 'looking up' for Bjork's campaign has a reach of 1076 for women, but only 255 for men. Whereas 'in sea' has 683 for women and 595 for men.
This is really interesting, as I've used 'looking up' a fair bit on squeeze pages and wondered why men aren't converting. But I wanted to know if there is any way of getting data on genders for different images within dynamic creative that is more specific than just reach, without split testing men and women (which I'm now very tempted to do.)Â
I'm doing lots of data collection on images in general, and am developing quite strong gut instincts now about how to crack this code in general, aside from men and women. I have a sneaky feeling I'm going to be getting a couple of good sized audiences to the dollar mark in the next week or so ... Finger's crossed ...
Thanks,
Karen
11:11 am
June 7, 2011
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Hey,
I think this is an interesting issue and it's one that I suspect I encounter a lot but tend to ignore because I largely just chase the low hanging fruit. But I'm having a tough campaign with a client at the moment who is converting best with men because they have a women in their images, but she was a guest singer and not part of the group. So the people that convert on those ads don't tend to buy. It's something I need to play with more.
I think the simplest way to get that data would be to run two duplicate ad sets, one to women and one to men. Then just run a search on performance by creative. It is sort of weird that they don't let you do that.
Most reach often means best performer but not always.
Sounds like you're really getting the knack of this 🙂
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
5:50 pm
June 7, 2011
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I take it back, it is possible to check gender and image, but you need to do it on the adset level for some reason, rather than the ad level.
So go to the ad set tab, search by gender, then (without clearing the breakdown) search by image. You will see both. If the objective is conversions you will need to create a custom column view in order to see clicks. You just find clicks and drag it over to your custom view. You will probably want to drag clicks next to conversions or they will be way down at the end of your options and it will require a lot of scrolling to see the clicks and images together at a glance.
Hope that helps.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hey John,
Facebook is confusing me! Yesterday I seemed to be able to at least see the reach for images/ genders but today I can't see either.It's not even letting me click on both at the same time. (see screen shot attached). I did try going into 'ad set' as you suggested.
Â
Perhaps I should get in touch with facebook themselves about this ... I think I'm going to do seperate ad sets to men and women anyway though ...
Yes it's an interesting one, this. Good luck with your tough campaign- I can imagine the issues you are having. In general, I'm doing a lot of weighing up of what images/ text I think will get subs, but also tuning into what genuinely feels true to me (also being careful with not being too click-baity with text) I guess because I'm an idealist... but also because I want to attract people who are genuinely interested ...
What's interesting is that the 'in sea' image is massively popular across the board with all audiences. Which I'm kind of happy about as it reflects some stuff that feels really genuine. I'm going to be radical and experiment with it on my squeeze page- wish me luck!
Yes slowly getting the hang of this. And also having to take regular sabbaticals from mind boggling data to commune with the ducks, ha!
Karen
Just double checking your 'reach' comment:Â Most reach often means best performer but not always.
My understanding is that fb serves increasingly to the best performer. I get that sometimes one element might be 'overtaking' another element, and it will take a while for the reach to reflect that. Is that what you mean by 'but not always' or is there more to it than that? My example above where the 'looking up' photo had a reach of 1076 for women, but only 255 for men after 6 days of dynamic creative seems to indicate it's more popular for women without a question, would you agree? Bjork has a pretty even fanbase of women and men, so it won't be that there just are less men ...
I also wasn't sure if facebook optimises specifically for men and women within a DC campaign/ in general. My guess was yes as the algorythm seems to be really intelligent from what I've picked up?Â
Ha, musician's spelling of algorhythm !
Thanks,
Karen
Hi John,
After one of the most frustrating conversations imaginable with a fb guy, who eventually told me it wasn't possible to search by image and gender ... After a lot of fiddling around myself... I figured it out !
I thought you might like to know another way of searching for this. I don't know about you, but a few days ago I was able to search for both image and gender in the ad set tab. But I haven't been able to do it since though I've searched high and low for how I did it- so weird, and I suspect facebook changed something there...
If you go to the ads tab- then go to Export/create custom report, you can select both gender and image which in my table is shown by numbers for the images which is a bit of a pain in the ass, but hey.Â
I'm personally really happy to have this info as I can see which audiences it makes sense to seperate out men and women, and which images to use on squeeze pages for men and women, and I have a feeling it's going to save me cash, which is a massive relief!
Karen
9:26 am
June 7, 2011
Offline
I'm seeing the
Karen Grace said
Hey John,Facebook is confusing me! Yesterday I seemed to be able to at least see the reach for images/ genders but today I can't see either.It's not even letting me click on both at the same time. (see screen shot attached). I did try going into 'ad set' as you suggested.
Â
Perhaps I should get in touch with facebook themselves about this ... I think I'm going to do seperate ad sets to men and women anyway though ...
Yes it's an interesting one, this. Good luck with your tough campaign- I can imagine the issues you are having. In general, I'm doing a lot of weighing up of what images/ text I think will get subs, but also tuning into what genuinely feels true to me (also being careful with not being too click-baity with text) I guess because I'm an idealist... but also because I want to attract people who are genuinely interested ...
What's interesting is that the 'in sea' image is massively popular across the board with all audiences. Which I'm kind of happy about as it reflects some stuff that feels really genuine. I'm going to be radical and experiment with it on my squeeze page- wish me luck!
Yes slowly getting the hang of this. And also having to take regular sabbaticals from mind boggling data to commune with the ducks, ha!
Karen Â
 same thing in my account. it appears to be a glitch with Facebook at the moment. I would message them. I will likely do the same.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
9:30 am
June 7, 2011
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Karen Grace said
Just double checking your 'reach' comment: Most reach often means best performer but not always.My understanding is that fb serves increasingly to the best performer. I get that sometimes one element might be 'overtaking' another element, and it will take a while for the reach to reflect that. Is that what you mean by 'but not always' or is there more to it than that? My example above where the 'looking up' photo had a reach of 1076 for women, but only 255 for men after 6 days of dynamic creative seems to indicate it's more popular for women without a question, would you agree? Bjork has a pretty even fanbase of women and men, so it won't be that there just are less men ...
I also wasn't sure if facebook optimises specifically for men and women within a DC campaign/ in general. My guess was yes as the algorythm seems to be really intelligent from what I've picked up?Â
Ha, musician's spelling of algorhythm !
Thanks,
Karen Â
That's generally how it works, yes, but you can also be in a situation where an audience is getting a lot of engagement but isn't necessarily converting as inexpensively as other segments. For example, women could be engaging much more readily, but when men do engage they could convert better. I see this from time to time. It's probably as you suspect though.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
9:35 am
June 7, 2011
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Karen Grace said
Hi John,After one of the most frustrating conversations imaginable with a fb guy, who eventually told me it wasn't possible to search by image and gender ... After a lot of fiddling around myself... I figured it out !
I thought you might like to know another way of searching for this. I don't know about you, but a few days ago I was able to search for both image and gender in the ad set tab. But I haven't been able to do it since though I've searched high and low for how I did it- so weird, and I suspect facebook changed something there...
If you go to the ads tab- then go to Export/create custom report, you can select both gender and image which in my table is shown by numbers for the images which is a bit of a pain in the ass, but hey.Â
I'm personally really happy to have this info as I can see which audiences it makes sense to seperate out men and women, and which images to use on squeeze pages for men and women, and I have a feeling it's going to save me cash, which is a massive relief!
Karen Â
Yeah, in my experience Facebook support is pretty useless. I can do the same thing much more easily in the way I described. I suspect they are just experiencing a bug at the moment. For a massive platform it is surprising how inconsistent and buggy things can be. It's always been like that with FB. My guess is that it will fix itself soon.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
12:42 pm
June 7, 2011
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My pleasure.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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