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How to successfully move from Google PPC into Facebook advertising. Everything you need to know about Social Advertising
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Stephen Croome @firstconversion
firstconversion.com
Learnings from my work in PPC and
Paid Social
Stephen Croome @firstconversion
firstconversion.com
Intent is different
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Active vs passive
vs
Stephen Croome @firstconversion
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1:1 vs 1:many
Stephen Croome @firstconversion
firstconversion.com
vs
Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
audience + story + reason to share
Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
Share
Share
Share
Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
The difference between Google ads and Facebook ads is in the flow of new users
Stephen Croome @firstconversion
firstconversion.com 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
Stephen Croome @firstconversion
firstconversion.com
You cannot compare Facebook ads over time
Stephen Croome @firstconversion
firstconversion.com CTR or Conv Rate over Time
Stephen Croome @firstconversion
firstconversion.com
Set internal business expectations correctly
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
Both channels are simple to get started, challenging to master
Stephen Croome @firstconversion
firstconversion.com
Competent with the mechanics of getting ads running
The mechanical learning curve
Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
Competent with the mechanics of getting ads running
Implemented methods of testing messages to Facebook segments
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The real learning curve
Stephen Croome @firstconversion
firstconversion.com
Facebook changes faster than Google
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Job title targeting: great for B2B
Stephen Croome @firstconversion
firstconversion.com
Facebook ads may get expensive quicker
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
You need to get better at copywriting
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Customer Intent is a crutch in Google PPC
Stephen Croome @firstconversion
firstconversion.com
You need an explicit testing plan for Social Advertising
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
1. Factual
2. Customer focus
3. Competitor focus
4. Website
5. Ease of use
6. Catchy text
7. Price
8. Value
Themes
Stephen Croome @firstconversion
firstconversion.com
You need an explicit management plan for Social Advertising
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
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
Stephen Croome @firstconversion
firstconversion.com
There are helpful tools
Stephen Croome @firstconversion
firstconversion.com
Facebook Ads Manager is all you need to get started
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firstconversion.com follow @firstconversion
Free to use
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firstconversion.com
Stephen Croome @firstconversion
firstconversion.com follow @firstconversion
Stephen Croome @firstconversion
firstconversion.com follow @firstconversion
Stephen Croome @firstconversion
firstconversion.com
Then grow to Facebook Power editor
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Free to use
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firstconversion.com
Qwaya is the first paid step up
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From $149/month
Stephen Croome @firstconversion
firstconversion.com
Nanigans will bring you rigour
Stephen Croome @firstconversion
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From 5% of spend
Stephen Croome @firstconversion
firstconversion.com
SocialMoov will bring creative focus
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From 5% of spend
Stephen Croome @firstconversion
firstconversion.com
NOTE: Your tools will impact your perception of advertising
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Image cc stella harper events
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TIP: Staff requirements are fundamentally similar
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Lots of overlap
Hyper Creative Hyper Analytical
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Stephen Croome @firstconversion
firstconversion.com
TIP: Retargeting will save your life and your ROI
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
TIP: Make sure you clean your posts
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Bad Publicity
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TIP: Keep a scratchpad of good stuff
Stephen Croome @firstconversion
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http://firstconversion.com/facebook-advertising-tips/
@firstconversion
Stephen Croome @firstconversion
firstconversion.com
TIP: Get creative with targeting
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TIP: Custom Audiences allow you to target your own databases
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com Firstconversion.com
Stephen Croome @firstconversion
firstconversion.com
TIP: Lookalike Audiences bring growth easily
Stephen Croome @firstconversion
firstconversion.com
Possibly the only excuse to buy email lists
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Stephen Croome @firstconversion
firstconversion.com follow @firstconversion
Stephen Croome @firstconversion
firstconversion.com follow @firstconversion
Stephen Croome @firstconversion
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Stephen Croome @firstconversion
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LAST TIP: OCPM may blow your mind
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CPC £0.00. £50 sent 20,000 visits