What spending $500k on Facebook ads taught me
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Transcript of What spending $500k on Facebook ads taught me
Facebook advertising for startups
(Stuff I learnt the hard way and by spending a lot of money)
Stephen Croome @firstconversion
firstconversion.com
The Facebook advertising mistake that hurts clever people more
The false Facebook learning curve
Stephen Croome @firstconversion
firstconversion.com
The mechanic learning curve
Competent with the mechanics of getting ads running
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
Stephen Croome @firstconversion
firstconversion.com
The difference between Google ads and Facebook ads
Google visitors are in streams
Stephen Croome @firstconversion
firstconversion.com
Facebook visitors are in ponds
Stephen Croome @firstconversion
firstconversion.com
You can compare Google ads over time
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
You cannot compare Facebook ads over time
Stephen Croome @firstconversion
firstconversion.com
CTR or Conv Rate over Time
1:1 vs 1:many
Stephen Croome @firstconversion
firstconversion.com
vs
Stephen Croome @firstconversion
firstconversion.com
The mechanics
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)
Stephen Croome @firstconversion
firstconversion.com Facebook Ads Manager
Simple and will get you started
Stephen Croome @firstconversion
firstconversion.com
LOL
Facebook Power Editor
Stephen Croome @firstconversion
firstconversion.com 3rd party tools
Stephen Croome @firstconversion
firstconversion.com
The message
How I approach building ads
Stephen Croome @firstconversion
firstconversion.com
How I come up with messages/images to test
Stephen Croome @firstconversion
firstconversion.com
http://firstconversion.com/facebook-advertising-tips/
Stephen Croome @firstconversion
firstconversion.com
The method
The prevailing wisdom on image fatigue
is bullshit
Stephen Croome @firstconversion
firstconversion.com
Bad Science
The way to test – multivariate analysis
LUPUS US
Lupus US
Hands are losing
Lupus US
Addressing the issue works here for a title
Lupus US
Clear winner in body text
Dust Mite Test 1
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
The bug CTRS were the best
Dust Mite in SO: Original tests
The bug CRs were the best
Dust Mite in SO: Original tests
Bug CPL also won
Text 1 had significantly better CPL
Titles were similar
Dust Mite Test 2
Testing the winning bug against the more dramatically allergic man and a more ugly bug. Ugly bug attracts more clicks!
But the allergic guy converts better…
…which gives the allergic guy the best CPL so far
Some takeaways
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
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
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