The trouble with learning Facebook ads is that there is so much misinformation around. This presentation aims to settle the score!

1. Jon Quinton
@jonquinton1
Overdrive Digital Ltd
5 Truths the Gurus Won’t
Tell You About Facebook
Ads
http://www.slideshare.net/JonQuinton1

2. When Should Your Alarm Bells Start
Ringing Like Crazy?
@jonquinton1
#brightonSEO

3. “Sign up for my webinar and learn how to
make your ads profitable EVERY time”
@jonquinton1
#brightonSEO

4. “Last year I spent $1,000,000 OF MY OWN
MONEY on Facebook Ads and got $2,000,000
back. Sign up for my webinar to find out how
to do it yourself”
@jonquinton1
#brightonSEO

5. “Want to get Facebook Ad clients paying you
$5k per month in fees? NO EXPERIENCE
NEEDED, just sign up for my webinar and I’ll
show you how”
@jonquinton1
#brightonSEO

6. </rant>
@jonquinton1
#brightonSEO

7. So - What Advice Can You Take
Onboard and Trust?
@jonquinton1
#brightonSEO

8. The Truth Is - Different Things Will
Work for Different People
@jonquinton1
#brightonSEO

9. BUT - Here Are 5 Principles I’ve Found
to be True
@jonquinton1
#brightonSEO

10. 1. Creative Matters
@jonquinton1
#brightonSEO

11. Quality & tone will impact CPCs
If your creative doesn’t ‘fit’
it’ll cost you £££.
Don’t forget - people log
on to Facebook to
escape.
Make sure your creative
work to that point.
@jonquinton1
#brightonSEO

12. What does work?
The quality bar is high.
Invest in photography,
keep copy punchy and
play on familiarity where
possible.
@jonquinton1
#brightonSEO

13. What does work?
The quality bar is high.
Invest in photography,
keep copy punchy and
play on familiarity where
possible.
@jonquinton1
#brightonSEO

14. Struggling? Some tools that can help
Thankfully, a series of
excellent tools exist to
help you with creative.
From images to
Instagram stories, these
tools can really help you
stand out.
@jonquinton1
#brightonSEO

15. 2. You Don’t Have to Spend a Fortune
@jonquinton1
#brightonSEO

16. Case in point:
Objective: generate class
bookings for a series of
dates.
Spend: £233.91
Booking revenue: £1,200
@jonquinton1
#brightonSEO

17. Here’s what we did:
Starting point was to test 2x
audiences against each
other in an engagement
campaign.
@jonquinton1
#brightonSEO

18. Switched from ‘Engagement’ to ‘Traffic’:
This was quickly switched
to a traffic campaign due to
low volumes of traffic.
However, having ran as an
engagement campaign this
meant we already have
social proof.
@jonquinton1
#brightonSEO

19. Introduced new ad variants:
Whilst the traffic picked up,
we still had no bookings.
Our next step was to test
introducing a sense of
urgency along with a new
brighter image.
@jonquinton1
#brightonSEO

20. Warning: low spend = fast decisions
We did it!
Main learning - know what
metrics to look for as pre
cursors to success.
Then iterate quickly.
switch to
‘traffic’
objective
closed lower
performing
audience
re-think
and create
new ad
variations
bookings!
@jonquinton1
#brightonSEO

21. 3. Lead Volume ≠ ROI
@jonquinton1
#brightonSEO

22. Lead ads are great right?
They can be.
The issue is, because they
are so easy to complete,
CPL looks great but often
quality can suffer.
@jonquinton1
#brightonSEO

23. Sometimes yes, sometimes no…
The last thing you want to
be doing is over working
your sales team with terrible
leads.
@jonquinton1
#brightonSEO

24. Make sure you can track quality
Always make sure you can
review lead quality back to
campaign and ad set level.
Doing this means you can
optimise for quality, not just
volume.
@jonquinton1
#brightonSEO

25. Add Custom Conversions for ‘qualifiers’
read: https://overdrivedigital.co.uk/measuring-qualified-leads-from-your-facebook-lead-form-campaigns/
One of the real beauties in
Facebook is the ability to
create custom conversions
for any action.
In this example - set a
conversion to report on
people who click on links
within your follow up
campaigns.
@jonquinton1
#brightonSEO

26. 4. Let the Pixel Work for You
@jonquinton1
#brightonSEO

27. Specific doesn’t always work out…
This is an obvious place to
start, but granular targeting
needs to be tested against
broader audiences and
lookalikes.
@jonquinton1
#brightonSEO

28. The pixel is smart - let it work for you
If you give the pixel enough
data and optimise your ad
sets to the correct objective,
in theory the pixel *should*
optimise delivery
accordingly.
@jonquinton1
#brightonSEO

29. Targeting vs. no targeting at all:
£0.00 £2.00 £4.00 £6.00 £8.00 £10.00 £12.00
4% Lookalike, seeded from customer data
National targeting - language only
4% Lookalike, seeded from page engagers
1% Lookalike, seeded from email subscribers
Audience vs. CPL This was pretty nuts - an
audience with no targeting
at all (beyond location) with
almost half the CPA
compared to a traditional
Lookalike!
@jonquinton1
#brightonSEO

30. 5. Best Practice is Not Always Best
@jonquinton1
#brightonSEO

31. Some common (good) best practice:
• Nurture cold traffic through a sequence of ads prior to making
the “sell”
• Video is your best chance of engaging an audience
• Split ad sets by placement, demographics and device
• Don’t rely on conversion ads as CPMs tend to be higher
@jonquinton1
#brightonSEO

32. You MUST check it works for you:
0
5
10
15
20
25
30
35
40
45
Website leads This is what happened
when we changed objective
from ‘traffic’ to
‘conversions’.
Yes, CPM also went up but
those additional
conversions are worth it.
@jonquinton1
#brightonSEO

33. BONUS - FOLLOW THESE PEOPLE!
@jonquinton1
#brightonSEO

34. Highly recommended following:
• Jon Loomer - @jonloomer
• Susan Wenograd - @SusanEDub
• JD Prater - @jdprater
• Rick Mulready - https://rickmulready.com/category/podcast/
• #FBAdsChat
• PPC Show (Adstage) - https://www.adstage.io/resources/ppc-show/
• Social Media Examiner Podcast - https://www.socialmediaexaminer.com/category/
podcast-episodes/
@jonquinton1
#brightonSEO

35. THANK YOU!
CONTACT: JON@OVERDRIVEDIGITAL.CO.UK