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 ad...
Stephen Croome
@firstconversion
firstconversion.com
The real learning curve
Competent with the
mechanics of
getting ads ru...
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, you...
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 ...
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 ad
3rd addition
Dust mite vs woman was the first test.
There were two additional testing rounds focusing on images,
wh...
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 ...
When we have winners, its best to create a new campaign with the winner and new tests, so
that old data does not corrupt t...
Still some problems to work out
• Confidence interval
• Even delivery
• Biggest win is message testing in Facebook
high vo...
Stephen Croome
@firstconversion
firstconversion.com
stephencroome@gmail.com
@firstconversion
What spending $500k on Facebook ads taught me
What spending $500k on Facebook ads taught me
What spending $500k on Facebook ads taught me
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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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What spending $500k on Facebook ads taught me

  1. 1. Facebook advertising for startups
  2. 2. (Stuff I learnt the hard way and by spending a lot of money)
  3. 3. Stephen Croome @firstconversion firstconversion.com The Facebook advertising mistake that hurts clever people more
  4. 4. The false Facebook learning curve
  5. 5. Stephen Croome @firstconversion firstconversion.com The mechanic learning curve Competent with the mechanics of getting ads running
  6. 6. 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
  7. 7. Stephen Croome @firstconversion firstconversion.com The difference between Google ads and Facebook ads
  8. 8. Google visitors are in streams
  9. 9. Stephen Croome @firstconversion firstconversion.com
  10. 10. Facebook visitors are in ponds
  11. 11. Stephen Croome @firstconversion firstconversion.com
  12. 12. You can compare Google ads over time
  13. 13. 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
  14. 14. You cannot compare Facebook ads over time
  15. 15. Stephen Croome @firstconversion firstconversion.com CTR or Conv Rate over Time
  16. 16. 1:1 vs 1:many
  17. 17. Stephen Croome @firstconversion firstconversion.com vs
  18. 18. Stephen Croome @firstconversion firstconversion.com The mechanics
  19. 19. 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)
  20. 20. Stephen Croome @firstconversion firstconversion.com Facebook Ads Manager Simple and will get you started
  21. 21. Stephen Croome @firstconversion firstconversion.com LOL Facebook Power Editor
  22. 22. Stephen Croome @firstconversion firstconversion.com 3rd party tools
  23. 23. Stephen Croome @firstconversion firstconversion.com The message
  24. 24. How I approach building ads
  25. 25. Stephen Croome @firstconversion firstconversion.com
  26. 26. How I come up with messages/images to test
  27. 27. Stephen Croome @firstconversion firstconversion.com http://firstconversion.com/facebook-advertising-tips/
  28. 28. Stephen Croome @firstconversion firstconversion.com The method
  29. 29. The prevailing wisdom on image fatigue is bullshit
  30. 30. Stephen Croome @firstconversion firstconversion.com Bad Science
  31. 31. The way to test – multivariate analysis
  32. 32. LUPUS US
  33. 33. Lupus US Hands are losing
  34. 34. Lupus US Addressing the issue works here for a title
  35. 35. Lupus US Clear winner in body text
  36. 36. Dust Mite Test 1
  37. 37. 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
  38. 38. The bug CTRS were the best Dust Mite in SO: Original tests
  39. 39. The bug CRs were the best Dust Mite in SO: Original tests
  40. 40. Bug CPL also won
  41. 41. Text 1 had significantly better CPL
  42. 42. Titles were similar
  43. 43. Dust Mite Test 2
  44. 44. Testing the winning bug against the more dramatically allergic man and a more ugly bug. Ugly bug attracts more clicks!
  45. 45. But the allergic guy converts better…
  46. 46. …which gives the allergic guy the best CPL so far
  47. 47. Some takeaways
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. Stephen Croome @firstconversion firstconversion.com stephencroome@gmail.com @firstconversion
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