What spending $500k on Facebook ads taught me
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Facebook advertising for startups
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(Stuff I learnt the hard way and by spending a lot of money)
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Stephen Croome @firstconversion
firstconversion.com
The Facebook advertising mistake that hurts clever people more
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The false Facebook learning curve
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Stephen Croome @firstconversion
firstconversion.com
The mechanic learning curve
Competent with the mechanics of getting ads running
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Stephen Croome @firstconversion
firstconversion.com
The real learning curve
Competent with the mechanics of getting ads running
Implement method of testing messages to Facebook segments
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Stephen Croome @firstconversion
firstconversion.com
The difference between Google ads and Facebook ads
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Google visitors are in streams
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Stephen Croome @firstconversion
firstconversion.com
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Facebook visitors are in ponds
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Stephen Croome @firstconversion
firstconversion.com
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You can compare Google ads over time
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Stephen Croome @firstconversion
firstconversion.com
CTR or Conv Rate
Because purchase intent stays the same over time, your variable is the ad which you can slowly improve over time
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You cannot compare Facebook ads over time
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Stephen Croome @firstconversion
firstconversion.com
CTR or Conv Rate over Time
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1:1 vs 1:many
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Stephen Croome @firstconversion
firstconversion.com
vs
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Stephen Croome @firstconversion
firstconversion.com
The mechanics
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Stephen Croome @firstconversion
firstconversion.com http://www.facebook-studio.com/
26 types of ads, in two major streams – adverts (voice of business) or promoted posts (voice of fans)
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Stephen Croome @firstconversion
firstconversion.com Facebook Ads Manager
Simple and will get you started
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Stephen Croome @firstconversion
firstconversion.com
LOL
Facebook Power Editor
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Stephen Croome @firstconversion
firstconversion.com 3rd party tools
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Stephen Croome @firstconversion
firstconversion.com
The message
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How I approach building ads
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Stephen Croome @firstconversion
firstconversion.com
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How I come up with messages/images to test
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Stephen Croome @firstconversion
firstconversion.com
http://firstconversion.com/facebook-advertising-tips/
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Stephen Croome @firstconversion
firstconversion.com
The method
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The prevailing wisdom on image fatigue
is bullshit
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Stephen Croome @firstconversion
firstconversion.com
Bad Science
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The way to test – multivariate analysis
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LUPUS US
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Lupus US
Hands are losing
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Lupus US
Addressing the issue works here for a title
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Lupus US
Clear winner in body text
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Dust Mite Test 1
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2nd addition
3rd addition
Dust mite vs woman was the first test. There were two additional testing rounds focusing on images,
which used the winning title and body text
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The bug CTRS were the best
Dust Mite in SO: Original tests
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The bug CRs were the best
Dust Mite in SO: Original tests
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Bug CPL also won
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Text 1 had significantly better CPL
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Titles were similar
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Dust Mite Test 2
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Testing the winning bug against the more dramatically allergic man and a more ugly bug. Ugly bug attracts more clicks!
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But the allergic guy converts better…
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…which gives the allergic guy the best CPL so far
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Some takeaways
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Where we can target specific conditions we can get the best CPA. Where we have to target by association, we have a higher CPA
Targeting by specific conditions has the best CTR and CPL
Targeting by associations has a lower CTR and CPL
Lupus Trial in the US
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When we have winners, its best to create a new campaign with the winner and new tests, so that old data does not corrupt the new test data
Dust Mite in SO
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Still some problems to work out
• Confidence interval
• Even delivery
• Biggest win is message testing in Facebook high volume environment that can be carried over to other PPC platforms