what spending $500k on facebook ads taught me

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First Conversion's, Stephen Croome shares the lessons learnt from spending this amount on paid advertising for two startups; covering the difference between Facebook and Google advertising and the software, approach and ad types that finally allowed Facebook ads to compete with Google PPC.

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Page 1: What spending $500k on Facebook ads taught me
Page 2: What spending $500k on Facebook ads taught me

Facebook advertising for startups

Page 3: What spending $500k on Facebook ads taught me

(Stuff I learnt the hard way and by spending a lot of money)

Page 4: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

The Facebook advertising mistake that hurts clever people more

Page 5: What spending $500k on Facebook ads taught me

The false Facebook learning curve

Page 6: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

The mechanic learning curve

Competent with the mechanics of getting ads running

Page 7: What spending $500k on Facebook ads taught me

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

Page 8: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

The difference between Google ads and Facebook ads

Page 9: What spending $500k on Facebook ads taught me

Google visitors are in streams

Page 10: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

Page 11: What spending $500k on Facebook ads taught me

Facebook visitors are in ponds

Page 12: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

Page 13: What spending $500k on Facebook ads taught me

You can compare Google ads over time

Page 14: What spending $500k on Facebook ads taught me

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

Page 15: What spending $500k on Facebook ads taught me

You cannot compare Facebook ads over time

Page 16: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

CTR or Conv Rate over Time

Page 17: What spending $500k on Facebook ads taught me

1:1 vs 1:many

Page 18: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

vs

Page 19: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

The mechanics

Page 20: What spending $500k on Facebook ads taught me

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)

Page 21: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com Facebook Ads Manager

Simple and will get you started

Page 22: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

LOL

Facebook Power Editor

Page 23: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com 3rd party tools

Page 24: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

The message

Page 25: What spending $500k on Facebook ads taught me

How I approach building ads

Page 26: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

Page 27: What spending $500k on Facebook ads taught me

How I come up with messages/images to test

Page 28: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

http://firstconversion.com/facebook-advertising-tips/

Page 29: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

The method

Page 30: What spending $500k on Facebook ads taught me

The prevailing wisdom on image fatigue

is bullshit

Page 31: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

Bad Science

Page 32: What spending $500k on Facebook ads taught me

The way to test – multivariate analysis

Page 33: What spending $500k on Facebook ads taught me
Page 34: What spending $500k on Facebook ads taught me

LUPUS US

Page 35: What spending $500k on Facebook ads taught me

Lupus US

Hands are losing

Page 36: What spending $500k on Facebook ads taught me

Lupus US

Addressing the issue works here for a title

Page 37: What spending $500k on Facebook ads taught me

Lupus US

Clear winner in body text

Page 38: What spending $500k on Facebook ads taught me

Dust Mite Test 1

Page 39: What spending $500k on Facebook ads taught me

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

Page 40: What spending $500k on Facebook ads taught me

The bug CTRS were the best

Dust Mite in SO: Original tests

Page 41: What spending $500k on Facebook ads taught me

The bug CRs were the best

Dust Mite in SO: Original tests

Page 42: What spending $500k on Facebook ads taught me

Bug CPL also won

Page 43: What spending $500k on Facebook ads taught me

Text 1 had significantly better CPL

Page 44: What spending $500k on Facebook ads taught me

Titles were similar

Page 45: What spending $500k on Facebook ads taught me

Dust Mite Test 2

Page 46: What spending $500k on Facebook ads taught me
Page 47: What spending $500k on Facebook ads taught me

Testing the winning bug against the more dramatically allergic man and a more ugly bug. Ugly bug attracts more clicks!

Page 48: What spending $500k on Facebook ads taught me

But the allergic guy converts better…

Page 49: What spending $500k on Facebook ads taught me

…which gives the allergic guy the best CPL so far

Page 50: What spending $500k on Facebook ads taught me

Some takeaways

Page 51: What spending $500k on Facebook ads taught me

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

Page 52: What spending $500k on Facebook ads taught me

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

Page 53: What spending $500k on Facebook ads taught me

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

Page 54: What spending $500k on Facebook ads taught me

Stephen Croome @firstconversion

firstconversion.com

[email protected] @firstconversion