successful facebook advertising - firstconversion.com - biddable world 2014 stephen croome

Stephen Croome @firstconversion

firstconversion.com

Learnings from my work in PPC and

Paid Social


firstconversion.com

Intent is different


firstconversion.com Firstconversion.com

Active vs passive

vs


firstconversion.com

1:1 vs 1:many


firstconversion.com

vs

Firstconversion.com


firstconversion.com

audience + story + reason to share

Firstconversion.com


firstconversion.com

Share

Share

Share

Firstconversion.com


firstconversion.com

The difference between Google ads and Facebook ads is in the flow of new users


firstconversion.com Google visitors are in streams


firstconversion.com Facebook visitors are in ponds


firstconversion.com

You can compare Google ads over time


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


firstconversion.com

You cannot compare Facebook ads over time


firstconversion.com CTR or Conv Rate over Time


firstconversion.com

Set internal business expectations correctly


firstconversion.com

Both channels are simple to get started, challenging to master


firstconversion.com

Competent with the mechanics of getting ads running

The mechanical learning curve

Firstconversion.com


firstconversion.com

Competent with the mechanics of getting ads running

Implemented methods of testing messages to Facebook segments

follow @firstconversion

The real learning curve


firstconversion.com

Facebook changes faster than Google



Job title targeting: great for B2B


firstconversion.com

Facebook ads may get expensive quicker


firstconversion.com

You need to get better at copywriting



Customer Intent is a crutch in Google PPC


firstconversion.com

You need an explicit testing plan for Social Advertising



1. Factual

2. Customer focus

3. Competitor focus

4. Website

5. Ease of use

6. Catchy text

7. Price

8. Value

Themes


firstconversion.com

You need an explicit management plan for Social Advertising



Unhappy customer

Unhappy customer

Spam

Spam

Unhappy customer

Customers are moaners

Customers are fighting

Its not my fault

Firstconversion.com

Customers are greedy

Its not my fault

Customers are dishonest

Firstconversion.com


firstconversion.com

There are helpful tools


firstconversion.com

Facebook Ads Manager is all you need to get started


firstconversion.com follow @firstconversion

Free to use


firstconversion.com


firstconversion.com

Then grow to Facebook Power editor



Free to use


firstconversion.com

Qwaya is the first paid step up



From $149/month


firstconversion.com

Nanigans will bring you rigour



From 5% of spend


firstconversion.com

SocialMoov will bring creative focus



From 5% of spend


firstconversion.com

NOTE: Your tools will impact your perception of advertising



Image cc stella harper events


firstconversion.com

TIP: Staff requirements are fundamentally similar


firstconversion.com

Lots of overlap

Hyper Creative Hyper Analytical

follow @firstconversion


firstconversion.com

TIP: Retargeting will save your life and your ROI


firstconversion.com

TIP: Make sure you clean your posts



Bad Publicity


firstconversion.com

TIP: Keep a scratchpad of good stuff


firstconversion.com

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

@firstconversion


firstconversion.com

TIP: Get creative with targeting


firstconversion.com

TIP: Custom Audiences allow you to target your own databases


firstconversion.com

TIP: Lookalike Audiences bring growth easily


firstconversion.com

Possibly the only excuse to buy email lists

Firstconversion.com


firstconversion.com

LAST TIP: OCPM may blow your mind



CPC £0.00. £50 sent 20,000 visits


firstconversion.com

[email protected] @firstconversion

mailto:[email protected]

successful facebook advertising - firstconversion.com - biddable world 2014 stephen croome

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