How to successfully move from Google PPC into Facebook advertising. Everything you need to know about Social Advertising

1. Stephen Croome
@firstconversion
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Learnings from my work in PPC and Paid Social

2. Stephen Croome
@firstconversion
firstconversion.com
Intent is different

3. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com
Active vs passive
vs

4. Stephen Croome
@firstconversion
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1:1
vs
1:many

5. Stephen Croome
@firstconversion
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vs
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6. Stephen Croome
@firstconversion
firstconversion.com
audience + story + reason to share
Firstconversion.com

7. Stephen Croome
@firstconversion
firstconversion.com
Share
Share
Share
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8. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

9. Stephen Croome
@firstconversion
firstconversion.com
The difference between Google ads and Facebook ads is in the flow of new users

10. Stephen Croome
@firstconversion
firstconversion.com
Google visitors are in streams

11. Stephen Croome
@firstconversion
firstconversion.com
Facebook visitors are in ponds

12. Stephen Croome
@firstconversion
firstconversion.com
You can compare Google ads over time

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. Stephen Croome
@firstconversion
firstconversion.com
You cannot compare Facebook ads over time

15. Stephen Croome
@firstconversion
firstconversion.com
CTR or Conv Rate over Time

16. Stephen Croome
@firstconversion
firstconversion.com
Set internal business expectations correctly

17. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

18. Stephen Croome
@firstconversion
firstconversion.com
Both channels are simple to get started, challenging to master

19. Stephen Croome
@firstconversion
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Competent with the mechanics of getting ads running
The mechanical learning curve
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20. 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

21. Stephen Croome
@firstconversion
firstconversion.com
Facebook changes faster than Google

22. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com
Job title targeting: great for B2B

23. Stephen Croome
@firstconversion
firstconversion.com
Facebook ads may get expensive quicker

24. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

25. Stephen Croome
@firstconversion
firstconversion.com
You need to get better at copywriting

26. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com
Customer Intent is a crutch in Google PPC

27. Stephen Croome
@firstconversion
firstconversion.com
You need an explicit testing plan for Social Advertising

28. 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

29. Stephen Croome
@firstconversion
firstconversion.com
You need an explicit management plan for Social Advertising

30. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

31. Stephen Croome
@firstconversion
firstconversion.com
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Unhappy customer
Unhappy customer
Spam
Spam
Unhappy customer

32. Customers are moaners
Customers are fighting
Its not my fault
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33. Customers are greedy
Its not my fault
Customers are dishonest
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34. Stephen Croome
@firstconversion
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There are helpful tools

35. Stephen Croome
@firstconversion
firstconversion.com
Facebook Ads Manager is all you need to get started

36. Stephen Croome
@firstconversion
firstconversion.com
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Free to use

37. Stephen Croome
@firstconversion
firstconversion.com

38. Stephen Croome
@firstconversion
firstconversion.com
follow @firstconversion

39. Stephen Croome
@firstconversion
firstconversion.com
follow @firstconversion

40. Stephen Croome
@firstconversion
firstconversion.com
Then grow to Facebook Power editor

41. Stephen Croome
@firstconversion
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Free to use

42. Stephen Croome
@firstconversion
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Qwaya is the first paid step up

43. Stephen Croome
@firstconversion
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From $149/month

44. Stephen Croome
@firstconversion
firstconversion.com
Nanigans will bring you rigour

45. Stephen Croome
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From 5% of spend

46. Stephen Croome
@firstconversion
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SocialMoov will bring creative focus

47. Stephen Croome
@firstconversion
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From 5% of spend

48. Stephen Croome
@firstconversion
firstconversion.com
NOTE: Your tools will impact your perception of advertising

49. Stephen Croome
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Image cc stella harper events

50. Stephen Croome
@firstconversion
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TIP: Staff requirements are fundamentally similar

51. Stephen Croome
@firstconversion
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Lots of overlap
Hyper Creative
Hyper Analytical
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52. Stephen Croome
@firstconversion
firstconversion.com
TIP: Retargeting will save your life and your ROI

53. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

54. Stephen Croome
@firstconversion
firstconversion.com
TIP: Make sure you clean your posts

55. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com
Bad Publicity

56. Stephen Croome
@firstconversion
firstconversion.com
TIP: Keep a scratchpad of good stuff

57. Stephen Croome
@firstconversion
firstconversion.com
http://firstconversion.com/facebook-advertising-tips/
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58. Stephen Croome
@firstconversion
firstconversion.com
TIP: Get creative with targeting

59. Stephen Croome
@firstconversion
firstconversion.com
follow @firstconversion

60. Stephen Croome
@firstconversion
firstconversion.com
TIP: Custom Audiences allow you to target your own databases

61. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

62. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

63. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

64. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com

65. Stephen Croome
@firstconversion
firstconversion.com
TIP: Lookalike Audiences bring growth easily

66. Stephen Croome
@firstconversion
firstconversion.com
Possibly the only excuse to buy email lists
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67. Stephen Croome
@firstconversion
firstconversion.com
follow @firstconversion

68. Stephen Croome
@firstconversion
firstconversion.com
follow @firstconversion

69. Stephen Croome
@firstconversion
firstconversion.com
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70. Stephen Croome
@firstconversion
firstconversion.com
LAST TIP: OCPM may blow your mind

71. Stephen Croome
@firstconversion
firstconversion.com
Firstconversion.com
CPC £0.00. £50 sent 20,000 visits

72. Stephen Croome
@firstconversion
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stephencroome@gmail.com
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