What spending $500k on Facebook ads taught me
•
3 gefällt mir•1,459 views
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.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie What spending $500k on Facebook ads taught me
Ähnlich wie What spending $500k on Facebook ads taught me (20)
Mehr von Distilled
Mehr von Distilled (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
What spending $500k on Facebook ads taught me
- 2. Facebook advertising for startups
- 3. (Stuff I learnt the hard way and by spending a lot of money)
- 4. Stephen Croome @firstconversion firstconversion.com The Facebook advertising mistake that hurts clever people more
- 5. The false Facebook learning curve
- 6. Stephen Croome @firstconversion firstconversion.com The mechanic learning curve Competent with the mechanics of getting ads running
- 7. 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
- 8. Stephen Croome @firstconversion firstconversion.com The difference between Google ads and Facebook ads
- 9. Google visitors are in streams
- 11. Facebook visitors are in ponds
- 13. You can compare Google ads over time
- 14. 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
- 15. You cannot compare Facebook ads over time
- 16. Stephen Croome @firstconversion firstconversion.com CTR or Conv Rate over Time
- 17. 1:1 vs 1:many
- 20. 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)
- 21. Stephen Croome @firstconversion firstconversion.com Facebook Ads Manager Simple and will get you started
- 25. How I approach building ads
- 27. How I come up with messages/images to test
- 30. The prevailing wisdom on image fatigue is bullshit
- 32. The way to test – multivariate analysis
- 34. LUPUS US
- 35. Lupus US Hands are losing
- 36. Lupus US Addressing the issue works here for a title
- 37. Lupus US Clear winner in body text
- 38. Dust Mite Test 1
- 39. 2nd ad 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
- 40. The bug CTRS were the best Dust Mite in SO: Original tests
- 41. The bug CRs were the best Dust Mite in SO: Original tests
- 42. Bug CPL also won
- 43. Text 1 had significantly better CPL
- 45. Dust Mite Test 2
- 47. Testing the winning bug against the more dramatically allergic man and a more ugly bug. Ugly bug attracts more clicks!
- 48. But the allergic guy converts better…
- 49. …which gives the allergic guy the best CPL so far
- 50. Some takeaways
- 51. 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
- 52. 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
- 53. 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