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In the final installment of the Facebook Ads Masterclass we are going to go over how to use your breakdown menu in order to find the most profitable subset of our audience. Using this information, you can narrow down your audience to only the most profitable group in order to maximize the profits on your advertising budget.

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Today we are going to be using the breakdown option in your Facebook ads manager to start to find our most profitable audiences. By accessing this information, you are giving yourself the best possible opportunity to spend your budget most effectively. My two favorite break downs are age & gender as well as placement. Country is a close third if you are doing multiple different countries or region if you are doing only one country.

Let's do a quick breakdown by age. In the top right corner of your ads manager dashboard, you will see a dropdown box that say breakdown, click by delivery and by age. As you can see for this ad set I was selling incredibly well in the 65+ age group with 85 sales at $14 per sale and 25-34 I was selling at $13 per sale with 13 sales. From this information I would want to target the age groups of 25-34 and 55+.

Now, let's switch the breakdown to gender. Who is buying my product? Men or Women. It was almost exclusively Men who were purchasing this product and it was about $4 cheaper to get in front of men to get a sale over women.

How about the placements? I can see that Newsfeed and Audience network are working the best for this product. It seem to be performing well on mobile and on desktop, so I would want to keep these active on both platforms.

What I am doing here is painting a picture of my audience. So far, I know that my favorable audiences are 25-34 and 55+ males who are browsing the newsfeed or are found in the audience network. The last breakdown that I want to do is for countries. We need to think critically about the data that we have bought through our advertising and we need to make informed decisions about who to target. This is vital to improving your profitability. It feels almost natural to go after everyone all the time, but I hope that after watching all of the training videos, you see that it is actually significantly more profitable to narrow down your targeting and go after your best performing audiences.

As you can see from the data, the United States wasn't that profitable for me. I was making $20 per sale, but it cost me $18 to get a sale in the US. Contrast that to the $2 per sale in Slovakia. $9 per sale in Spain. $13 per sale in Poland. These countries are significantly more profitable than the US, so we should be targeting them a lot more than the US! We even have consistent high profit sales out of Australia and Canada. This product should be scaled in these geographic locations.

What we just did in the past few minutes was breakdown the data that you have paid for and looked through your audience to find the absolute most popular audience for your product. Once you identify the traits that your audience has, you can focus on those groups of people to increase the efficacy of your advertising budget. In this case, it was finding the right ages and gender in the right countries on the mobile and desktop newsfeed and in the audience network. This would mean I would want to create a new audience that caters to 25-34 and 55+ males in my most profitable countries and deliver my ads in the newsfeed on FB and the audience network. Doing this would eliminate any wasted spend where my advertising dollars are not as effective, if at all.

Most beginning marketers skip this step and treat their ad budget like a hand grenade. Spend as much as possible in the biggest possible area to get returns. This is nothing like a hand grenade, this is like a scalpel. You want to go in and extract only the most valuable subsections of your audience so you don't waste a single dime on consumers who have no interest in purchasing your product.

You are going to take your money out of the under performing ages, and genders, and locations. You take that money you saved and spend it on the people who are the most likely to convert. The high value audiences who want what you have and are fervent about opening up their wallets and handing over their cash to get it.

The way that we are breaking down here is the exact reason you start with a broad net. You start with an open age range, you go after epacket countries, you leave automatic placements on. It may feel like a waste at first, but what happens when you don't do this is you are making decisions with incomplete information. Doing that causes you to make mistakes in your decision making.