For many sites, Facebook is driving MORE traffic than Google. And we all know that a lot more time is being spent by both the at-work professional and the online consumer. That being the case, it's time to have a strategy on how to balance Ads, Fan Pages and Groups to drive significant lift in awareness, lead capture and or eventual website transactions. Learn what's working and why no company, larger or small, B2B or B2C can overlook being found on Facebook.

1. Optimizing For Facebook CPC
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2/25/2011
Simon Dang
Global Search Director
Mindshare, a WPP Media Agency
498 7th Avenue
New York, New York 10018
+212 297 7651
Simon.dang@mindshareworld.com

2. Agenda
1. Search and Social Media Marketing
2. Why Facebook Ads
3. Case Study: 2010 Wish-Bone Salad Dressings
Campaign
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3. Traditional Consumer Purchase Funnel
Social Search
Awareness
Research
Consideration
Decision
(Purchase, Registration, Conversion)
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4. The Virtuous Circle:
The Role of Search and Social Media in the Purchase Pathway
Search and • Converting a user:
Social • 51% Search Only
• 48% Search+Social
influential to • 1% Social only
purchase • 70%+ more confident after
search & social
decision
Virtuous Circle• 40 % search -> social
• 46% social - > search
Of Interaction
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5. Where should you start?
74% of converters say a Facebook brand page is desired format
for future engagement
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6. 600 Million+
Worldwide Users!
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7. Worldwide Facebook Addiction
149 million+ active users 22 million+ active users 13million+ active users
70% return daily 65% return daily 58% return daily
29million+ active users 19million+ active users 17million active users
68% return daily 65% return daily 67% return daily
17 million active users 10 million+ active users 4 million+ active users
68% return daily 66% return daily 71% return daily
Source: Facebook internal data, Worldwide, January 2011

8. Worldwide engagement
Daily
4 hours, 57 mins 29 visits 53% daily
Average time spent per user Average visits per user Active users log in
(monthly) (monthly) (daily)
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. It’s TIME for Facebook Cost Per Click (CPC) !
Or is it?
1)Have Search?
2)Have FB Page?
3)Have FB
Strategy?
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11. Facebook Premium vs. Marketplace Ads
Premium
Marketplace
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1
2
3
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12. Facebook Marketplace Ads
Profile Based Ads
• Ads based on
user interests,
affiliations, and
other
demographics.
• Up to 4 Ads on
right column.
• On Apps, Photos,
Groups, Pages,
Profiles, etc
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13. Types of Marketplace Ads by Destination
CPC or CPM to Website
• CTR
• Clicks
• Impressions
• CPC
• Conversions (w/ FB tag)
• No “like” social component
CPC or CPM to Facebook Page
• CTR, Clicks, Impressions, CPC
• Social Endorsement,
• Social Imp
• Social Clicks
• Social CTR
• +“Registration”
• Conversions / Actions
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14. It’s Cost Per Click, Not Cost per ‘Like’
$
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15. Facebook Auction Factors
Bid Price
Ad Quality
Performance
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16. Targeting and Demographics
Use Facebook’s Unique
Advanced demographic targeting to reach
Demographics
(Birthdays, Sexual only the users you want.
orientation,
Relationship status,
Target by Likes & Interests
Language, Target by
(Activities, Interests, Music, Books,
Education, Age, Sex
Movies, Television, etc)
Workplaces)
Target by
Location: City,
State, Zip…
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17. Case Study: Facebook CPC with Wish-Bone
Salad Dressings
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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.
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19. Campaign Structure
• Ad Variations:
 1 Wishbone Logo
 1 Bottles Logo
 2 Game Ads
• General Ad
Targets:
 United States
 W 35-54
 W 25-35
• Interest Ad
Targets:
 who like cookbooks, cooking,
cooking dinner, family, fruit
and salads, health, health
fitness, health.com, recipes,
recipes for health or
vegetables
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20. Create Ad Variants and Test
Targeting in FB
W 25-35 W 35-54 W 25-35 W 35-54
+ Interests + Interests
2
Reg
Ads
2
Game
Ads
4 ads
16 ads 2/28/2011 20

21. Optimizations and Fine Tuning
Monitor Performance
(spend, likes, clicks,
CTR, etc)
Bid Price
Ad Demographics
Creatives & Ad Copy
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22. Results
Surpassed Goal Hit Broad High FB Social Bonus
of Fans Reach Performance • Friend names in
• Nearly 30,000 Fans • Impressions • Close to 1% CTR line ‘likes’
in 10 Days reached nearly ¼ and low CPC (beat contributed to
of all of target Google Content) over 25% of
• Slow week for
audience in the FB impressions.
Internet search • CPC Model
(Dec 21-31) Universe (US produced eCPM • Social CTR
market) lower than actual outperformed
• > 7 MM CPM. $.27 vs. normal CTR by up
Impressions $1.90 to 1%
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23. Demographic Profile Learnings
• Dirty Dancing
Movies
• Color Purple
Suggested Ways to Use this
Data: TV • CSI
Shows • NCIS
 Tone Of Messaging
 Promotions • Family
 FB Page Content Interests
• Dancing
 Co- Sponsor similar FB
pages • Gospel
Caveats: Music
 Using Findings to
• Jazz
Optimize Interest
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24. In Summary….
Search and Social Interactions
Are you ready for FB?
“like” = registration
Optimize with ad variants
Social lift for FB Ads
Additional demo info from FB Ads
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25. Wish-Bone Brand Team
“We are extremely happy with the
results of this campaign. Our goal was to “Our target audience is increasingly
build our fan base by leveraging the using Facebook as a means to
strength of the Wish-Bone brand to communicate and engage with the
deliver engaging content that someone brands they love. This campaign has
would want to share with their friends. positioned us to be an active
We are very excited to continue this participant in the conversation.”
conversation with our fans.”
– Nathan Micklos,
Wish-Bone Associate Brand Manager
– Susan Kamil
Wish-Bone Brand Manager
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26. Thank You
Simon Dang
• Simon.Dang@mindshareworld.com
• +1 212-297-7651
• @plateoftheday
• http://www.linkedin.com/in/simondang
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