Simon Dang SES London 2 25 2011 Final
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London SES 2011 presentation Feb 25, 2011 on optimizing Facebook CPC and Search Marketing.
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Simon Dang SES London 2 25 2011 Final
- 1. 2/25/2011 1 Optimizing For Facebook CPC Simon DangGlobal Search Director Mindshare, a WPP Media Agency 498 7th AvenueNew York, New York 10018+212 297 7651Simon.dang@mindshareworld.com
- 2. Search and Social Media Marketing Why Facebook Ads Case Study: 2010 Wish-Bone Salad Dressings Campaign 3/3/2011 2 Agenda
- 3. 3/3/2011 3 Traditional Consumer Purchase Funnel Social Search Awareness Research Consideration Decision (Purchase, Registration, Conversion)
- 4. 3/3/2011 4 The Virtuous Circle:The Role of Search and Social Media in the Purchase Pathway
- 5. 3/3/2011 5 Where should you start? 74% of converters say a Facebook brand page is desired format for future engagement
- 6. 3/3/2011 6 600 Million+ Worldwide Users!
- 7. 149 million+ active users 70% return daily Worldwide Facebook Addiction 22 million+ active users 65% return daily 13million+ active users 58% return daily 29million+ active users 68% return daily 19million+ active users 65% return daily 17million active users 67% return daily 17 million active users 68% return daily 10 million+ active users 66% return daily 4 million+ active users 71% return daily Source: Facebook internal data, Worldwide, January 2011
- 8. Daily Worldwide engagement Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011
- 9. 7 hrs, 7 mins 2 hrs, 17 mins 1 hr, 31 mins 1 hr, 21 mins 1 hr, 16 mins Time spent hours Source: Nielsen monthly time spent November 2010
- 10. 3/3/2011 10 It’s TIME for Facebook Cost Per Click (CPC) ! Or is it? Have Search? Have FB Page? Have FB Strategy?
- 11. 4 3 1 1 2 Facebook Premium vs. Marketplace Ads Premium Marketplace
- 13. Up to 4 Ads on right column.
- 15. Clicks
- 16. Impressions
- 17. CPC
- 18. Conversions (w/ FB tag)
- 21. Social Imp
- 22. Social Clicks
- 23. Social CTR
- 24. +“Registration”
- 26. 3/3/2011 15 Facebook Auction Factors Bid Price Ad Quality Performance
- 27. 3/3/2011 16 Targeting and Demographics Use Facebook’sUnique demographic targeting to reach only the users you want. Advanced Demographics (Birthdays, Sexual orientation, Relationship status, Language, Education, Workplaces) Target by Likes & Interests (Activities, Interests, Music, Books, Movies, Television, etc) Target by Age, Sex Target by Location: City, State, Zip…
- 28. 3/3/2011 17 Case Study: Facebook CPC with Wish-Bone Salad Dressings
- 29. 3/3/2011 18 Wish-Bone Facebook Campaign Objectives Objectives: Increase Fan Base, consumer awareness, “Wishes” during 2010 Holiday Season. Be top of mind for resolutions to eat more salads & vegetables in 2011. Demographic: Women 35-54 KPI’s: Fans, share ability, want game and fan page to be shared with friends to help promote brand.
- 31. 1 Bottles Logo
- 33. W 35-54
- 35. 3/3/2011 21 Optimizations and Fine Tuning Monitor Performance (spend, likes, clicks, CTR, etc) Bid Price Ad Demographics Creatives & Ad Copy
- 38. Promotions
- 39. FB Page Content
- 41. 3/3/2011 25 Wish-Bone Brand Team “Our target audience is increasingly using Facebook as a means to communicate and engage with the brands they love. This campaign has positioned us to be an active participant in the conversation.” – Nathan Micklos, Wish-Bone Associate Brand Manager “We are extremely happy with the results of this campaign. Our goal was to build our fan base by leveraging the strength of the Wish-Bone brand to deliver engaging content that someone would want to share with their friends. We are very excited to continue this conversation with our fans.”– Susan KamilWish-Bone Brand Manager
- 43. +1 212-297-7651
- 44. @plateoftheday
Notas do Editor
- Complexity with the traditional purchase. Search and how it works…..and now Social Media interactionUser’s path will cross between search and social as they journey down the funnel
- GroupM Search Whitepaper shows a relationship between search and social media. The purchase process is much more complex. 48% of all consumers use search and social to determine a brand in a purchase. 70% of them feel more confident after viewing search and social. Whitepaper: http://groupmsearch.com/researchPress release: http://groupmsearch.com/press-room/press-release-22411
- In this study social media includes FB, Twitter, Youtube, blogs, user reviews and more.However FB stands out
- 600 million users worldwide, with high interaction rate (daily returns)
- Worldwide stats
- Just in USA, 7X google
- Only if you have a solid search strategy, have a fb fan page and fb strategy to maintain fans (keep them engaged)
- Ads are contextual based on interests, demographics, etc
- 2 types of marketplace - can drive to a website or to a fbfanpage.Main difference is you can’t have social interaction with website.
- 2 types of marketplace - can drive to a website or to a fbfanpage.Main difference is you can’t have social interaction with website.
- 3 factors to determine if Ad will show:Bid Price – Facebook suggests bid range “based on how much other advertisers would have been willing to pay for the same target audience”Quality – The Ad quality is calculated on such factors including the positive (Like) and negative feedback (X) that an ad has received from usersPerformance – Past CTR performanceFor bid price, take the suggested and slowly decrease over time ( we found that our ads had a cpc at about $.30 to $.50 less than suggested)For quality and performance – best to go with many multiple ads with different demographics and age groups. The wider the age group, the more data you’ll collect and better CTR.
- This is your advantage of using FB vs. any other CPC based marketing buy. The targeting is in depth and people must log on to FB, so the targeting will apply to entire population of users.The more filters you apply to your targeting, the less of the universe you will reach, so Demo-targeting only ensures you reach the full target demographic while running Demo-targeting with Likes & Interests lets you fine tune your reach with the demographic. We have found that CTR performance of demo-target with Likes & Interest is almost double that of demo-target only, but the universe size of demo-target with Likes & Interests is dramatically smaller than with demo-targeting only.FB Case Study: Wedding photographer case study for that target women who changed their relationship status to engaged. $6000 of advertising turned into $40,000 revenue.
- Out of 4 ad units, created 16 ad variations with general ad targets, age groups and interests. Monitored the campaign and adjusted the variations, paused the lowest performing ads
- Out of 4 ad units, created 16 ad variations with general ad targets, age groups and interests. Monitored the campaign and adjusted the variations, paused the lowest performing ads
- Some interesting findings from facebook. Can be used for future marketing
- Word of thanks from the brand managers. We exceeded their expectations