At the 2012 AllFacebook Marketing Conference, WebMetro shared how some of its clients are experiencing direct marketing success with Facebook advertising. This includes lessons learned from parallels of search marketing.
Facebook Ads: More than Just Likes?AllFacebook Marketing Conference #AllFacebook
Search Geek Excited about Facebook• 14 Years @ WebMetro, Online Marketing Agency with a strong focus on SEM• Over $100,000,000 in Online Media Management• A recently converted naysayer of Facebook PPC for direct response. It really works at scale.
Direct Marketing Success Health & Travel & Apparel Beauty Education Retail Weddings Medical TourismLead Generation CPL 46% lower than search and 45% more leads. CPC 16% lower than Google andLead Generation double-digit conversion rates matching or beating search.Lead Generation Conversion count 93% better than Bing. Return on advertising spendEcommerce beats Google Display Network by 18%. Within 2 months, revenue from Facebook increases 177%.Ecommerce In 2 more months, revenue increases another 31%.
Creating an AudienceDEMO/GEO/ETC AFFINITY/INTERESTS/LIKES• Female • Fast fitness• 27-30 • Forward fashion• College graduate • Business tips and advice• Working professional • Gourmet food/wine• Urban/suburban • Destination travel• In a committed relationship • Education-related charities
Suggested Bid vs. Actual CPC Actual CPC 68% lower Actual CPC than bid 57% lower than bid Actual CPC 32% lower than bid
Power of Creative/Ad Tactics• Headline ( be aggressive, bold)• Use images with a clear, uncluttered subject that align with interests and the ad copy• Bold and relevant images to your audience• Image borders (tactical – but really works!)• Company logo ads – it depends• Creative fatigue – be fresh (but not too fresh)
Good → Better → Best 9% 4% Improvement Improvement in CTR in CTR 26% Improvement in CTR 13%Improvement in CTR
Landing Page TestConversion rate for Facebook is 110% better than external page.
Facebook Delivers ROITapping into the proven best practices of optimization from search can be a great catalyst to Facebook ROI1. Segmentation (Audience Creation)2. Quality Score/CPC Optimization through Creative Testing3. Landing Page Testing by Audience and Inside/Outside FB