Mastering Google Adwords, Facebook Ads, and Instagram Ads with David Morgan and Matt Duggan

1. Key Concepts
For Both Adwords and Facebook

2. Self-Liquidating Funnel

3. The Next Logical Step (and the tyranny of choice)

4. ‘Next Logical Step’ Content

5. ‘Next Logical Step’ Content

6. Ad Scent
$0.69 CPC

7. Ad Scent
$0.18 CPC

9. Google Adwords
without tears
David Morgan
CEO, Oxford Learning Solutions

10. Who the hell am I?
● Practical SME/Startup direct marketing for about 25 years.
● Mini life peak came in 2007 with the highest Adwords CTR in the world.
● Set up Oxford Learning Solutions in 2008.
Key Point: I have spent a lot of my own money on this

11. What can you use Adwords for?
● Market Research
● Driving Sales
Don’t bother with an MVP until you have tested the market

12. Adwords vs Search Engine Optimisation
● Similar to choosing between a tea clipper and a container ship
● Don’t try to compete unless you have a good Lifetime Customer Value
● If you have a prospect conversion machine, Adwords is GREAT:
Adwords allows you to employ people and grow a business

13. Super Simple Setup
● Account creation really is simple
● Follow most of the instructions, but choose “Search Network Only”
● Keep the daily budget LOW, but bid HIGH, initially
● Set a conversion goal (get the script from Tools/conversions)
● Split test your adverts
Get started with a small amount of money

14. Once you have data...
● Check the actual search terms people use
● Check the conversion rates
● Add the good ones as exact match with [brackets]
● Stop the bad ones by putting in negative keywords or modified broad
search
● Work out whether this might be a potential winner for you
Negative keywords are your best friends

15. Optimisation - to drop cost and increase reach
● You can now begin to drop your bid
● Keep refining your keyword lists
● Keep testing different advert copy for each adgroup (NB. Sample Size
Calc)
● Try different landing pages for each adgroup
● Test mobile-only adverts
● Build site stiction to improve your sales and CTR
At this stage, read a decent book on it (e.g. Perry Marshall)

16. Understand Your Customer’s Journey
● Customers go through a development journey:
Awareness - Exploration - Understanding - Comparison - Purchase
● Choose where you want to step in
● Understand what that means for cost and message
● Mould your message throughout to fit that moment
Get inside your customer’s head

17. Practical Demo Time...
But first, any questions on that lot?
david@oxfordlearningsolutions.com

19. How To Be A Facebook Ads Ninja

20. The Plan
1. What’s Possible with Facebook Ads
2. Laser Targeting (Exercise)
3. ‘The Facebook Content Loop’
4. Getting Creative - What Works
5. The 4 Big Trends You Need To Use

21. What’s Possible With FB Ads

22. Facebook Ads Results - Likes

23. Facebook Ads Results - Video Engagement

24. Facebook Ads Results - Leads and Sales

25. Laser Targeting Your Audience

26. Facebook Page Insights

27. Facebook Audience Insights – Business Owners

28. Custom Audiences/Lookalike Audiences

29. Graph Search

30. Your Turn...

31. ‘Facebook Content Loop’

32. When To Run What (Ad Goals)
● Start with Clicks to Website until you’re getting
at least 10 conversions per day for a couple of
weeks. You’re educating Facebook.
● Then switch that campaign to a Website
Conversions campaign once Facebook has
learned who converts for you. It will now
optimise for those people.

33. Getting Creative - What Works

34. 20% Text
● Use it to tell people what to do (call-to-action)
● Use it as a way to show endorsements

35. Ad Layout To Test
● Headline
● CTA + Link
● Image
● Image Headline
● News Feed Description
● Button

36. Our Advertising Process

37. Our Advertising Process

38. What To Split Test
1. Images
2. Headline
3. Call To Action
Use LeadPages to test sales and opt-in pages

39. What To Measure
● Leads (and how much it costs to get them).
● Sales (and how much it costs to get them).
● That’s it...

40. Facebook Video Ads

41. Facebook Live Video

42. Facebook Lead Ads

43. Facebook Canvas

44. Instagram Ads

45. Thank You!
If you’d like to find out more, check out my blog over at
LeadGenSocial.com.
If you’d like me and my team to help you with your
strategy and manage your campaigns for you, then
head over to RoarLocal.com.