Introduction to the Pyramid

Understanding the optimal way of building and targeting your audience, is critical for being successful with Facebook advertising, and any other online marketing.

To help you master the audience, we have come up with the “Pyramid”, which creates a visual and mental representation of how you should be thinking about your business audience.

Bottom Layer

The bottom layer holds the entire pyramid together. Understanding your target audience’s general range, gender, and location (country level) is the bottom layer.

Example Product:

Dumbbell Set

Layer:

Male,Female / English Speaking / United States,Canada / General Fitness

Mid Layer

The mid-layer focuses on fine-tuning interests. For example, if you are selling weight lifting gear, you already know your primary interests are going to be Fitness. Fine-tuning these interests into specific interests is the middle layer.

Example Product:

Dumbbell Set

Layer:

Male,Female (ages 20-35) / California, Florida, New York / Muscle Training, Gyms, Bodybuilding

Top Layer

The top layer is the micro-targeting aspect of the pyramid. This is the last step of audience optimization and focuses on fine-tuning your audience. This is where most of your refinement will take place as your ads run. Give your ads about a week of running time before adjusting the top layer of your audience pyramid. After which, you will be able to look at the data, make duplicate ad sets/units, and further refine your top layer for further optimization.

Example Product:

Dumbbell Set

Layer:

Male, Female (ages 20-35) / Los Angeles, New York City / Muscle Training, Gyms, Likes: Fitness Magazine, Owns: Fitbit

Conclusion

Before you start an ad campaign, draw out a three-layered pyramid. In each part of the pyramid, start noting down your audience. This will give you a much better understanding of who and how you should begin to target.

Understanding and thinking about each section separately will also make benchmarking and optimization far more efficient.