Optimizing For Facebook CPC12/25/2011              Simon Dang              Global Search Director              Mindshare, ...
Agenda1. Search and Social Media Marketing2. Why Facebook Ads3. Case Study: 2010 Wish-Bone Salad Dressings   Campaign     ...
Traditional Consumer Purchase FunnelSocial                                        Search                             Aware...
The Virtuous Circle:The Role of Search and Social Media in the Purchase Pathway          Search and • Converting a user:  ...
Where should you start?74% of converters say a Facebook brand page is desired formatfor future engagement                 ...
600 Million+Worldwide Users!             2/28/2011   6
Worldwide Facebook Addiction149 million+ active users                                 22 million+ active users   13million...
Worldwide engagement                                                                                                      ...
7 hrs, 7 mins                                      2 hrs, 17                                          mins         1 hr, 3...
It’s TIME for Facebook Cost Per Click (CPC) !                             Or is it?                             1)Have Sea...
Facebook Premium vs. Marketplace Ads                    Premium                               Marketplace                 ...
Facebook Marketplace Ads                           Profile Based Ads                           • Ads based on             ...
Types of Marketplace Ads by Destination                                        CPC or CPM to Website                      ...
It’s Cost Per Click, Not Cost per ‘Like’                 $                                  2/28/2011   14
Facebook Auction Factors  Bid Price    Ad Quality             Performance                           2/28/2011   15
Targeting and Demographics                          Use Facebook’s UniqueAdvanced               demographic targeting to r...
Case Study: Facebook CPC with Wish-Bone  Salad Dressings                                  2/28/2011   17
Wish-Bone Facebook Campaign Objectives  Objectives: Increase Fan Base,  consumer awareness, “Wishes”  during 2010 Holiday ...
Campaign Structure• Ad Variations:   1 Wishbone Logo   1 Bottles Logo   2 Game Ads• General Ad  Targets:   United Stat...
Create Ad Variants and Test                       Targeting in FB               W 25-35 W 35-54    W 25-35         W 35-54...
Optimizations and Fine TuningMonitor Performance(spend, likes, clicks,     CTR, etc)                Bid Price   Ad Demogra...
ResultsSurpassed Goal         Hit Broad              High                     FB Social Bonusof Fans                Reach ...
Demographic Profile Learnings                                            • Dirty Dancing                                 M...
In Summary….     Search and Social Interactions         Are you ready for FB?          “like” = registration       Optimiz...
Wish-Bone Brand Team“We are extremely happy with theresults of this campaign. Our goal was to   “Our target audience is in...
Thank YouSimon Dang•   Simon.Dang@mindshareworld.com•   +1 212-297-7651•   @plateoftheday•   http://www.linkedin.com/in/si...
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Optimizing For Facebook CPC - Simon Dang

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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.

Optimizing For Facebook CPC - Simon Dang

  1. 1. Optimizing For Facebook CPC12/25/2011 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. 2. Agenda1. Search and Social Media Marketing2. Why Facebook Ads3. Case Study: 2010 Wish-Bone Salad Dressings Campaign 2/28/2011 2
  3. 3. Traditional Consumer Purchase FunnelSocial Search Awareness Research Consideration Decision (Purchase, Registration, Conversion) 2/28/2011 3
  4. 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 2/28/2011 4
  5. 5. Where should you start?74% of converters say a Facebook brand page is desired formatfor future engagement 2/28/2011 5
  6. 6. 600 Million+Worldwide Users! 2/28/2011 6
  7. 7. Worldwide Facebook Addiction149 million+ active users 22 million+ active users 13million+ active users70% return daily 65% return daily 58% return daily29million+ active users 19million+ active users 17million active users68% return daily 65% return daily 67% return daily17 million active users 10 million+ active users 4 million+ active users68% return daily 66% return daily 71% return dailySource: Facebook internal data, Worldwide, January 2011
  8. 8. Worldwide engagement Daily4 hours, 57 mins 29 visits 53% dailyAverage 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. 9. 7 hrs, 7 mins 2 hrs, 17 mins 1 hr, 31 mins 1 hr, 21 mins 1 hr, 16 minsTime spenthours Source: Nielsen monthly time spent November 2010
  10. 10. It’s TIME for Facebook Cost Per Click (CPC) ! Or is it? 1)Have Search? 2)Have FB Page? 3)Have FB Strategy? 2/28/2011 10
  11. 11. Facebook Premium vs. Marketplace Ads Premium Marketplace 1 1 2 3 4
  12. 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 2/28/2011 12
  13. 13. Types of Marketplace Ads by Destination CPC or CPM to Website • CTR • Clicks • Impressions • CPC • Conversions (w/ FB tag) • No “like” social componentCPC or CPM to Facebook Page• CTR, Clicks, Impressions, CPC• Social Endorsement,• Social Imp• Social Clicks• Social CTR• +“Registration”• Conversions / Actions 2/28/2011 13
  14. 14. It’s Cost Per Click, Not Cost per ‘Like’ $ 2/28/2011 14
  15. 15. Facebook Auction Factors Bid Price Ad Quality Performance 2/28/2011 15
  16. 16. Targeting and Demographics Use Facebook’s UniqueAdvanced demographic targeting to reachDemographics(Birthdays, Sexual only the users you want.orientation,Relationship status, Target by Likes & InterestsLanguage, Target by (Activities, Interests, Music, Books,Education, Age, Sex Movies, Television, etc)Workplaces) Target by Location: City, State, Zip… 2/28/2011 16
  17. 17. Case Study: Facebook CPC with Wish-Bone Salad Dressings 2/28/2011 17
  18. 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. 2/28/2011 18
  19. 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 2/28/2011 19
  20. 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 Ads4 ads 16 ads 2/28/2011 20
  21. 21. Optimizations and Fine TuningMonitor Performance(spend, likes, clicks, CTR, etc) Bid Price Ad Demographics Creatives & Ad Copy 2/28/2011 21
  22. 22. ResultsSurpassed Goal Hit Broad High FB Social Bonusof 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% 2/28/2011 22
  23. 23. Demographic Profile Learnings • Dirty Dancing Movies • Color PurpleSuggested Ways to Use thisData: TV • CSI Shows • NCIS  Tone Of Messaging  Promotions • Family  FB Page Content Interests • Dancing  Co- Sponsor similar FB pages • GospelCaveats: Music  Using Findings to • Jazz Optimize Interest 2/28/2011 23
  24. 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 2/28/2011 24
  25. 25. Wish-Bone Brand Team“We are extremely happy with theresults of this campaign. Our goal was to “Our target audience is increasinglybuild our fan base by leveraging the using Facebook as a means tostrength of the Wish-Bone brand to communicate and engage with thedeliver engaging content that someone brands they love. This campaign haswould want to share with their friends. positioned us to be an activeWe are very excited to continue this participant in the conversation.”conversation with our fans.” – Nathan Micklos, Wish-Bone Associate Brand Manager– Susan KamilWish-Bone Brand Manager 2/28/2011 25
  26. 26. Thank YouSimon Dang• Simon.Dang@mindshareworld.com• +1 212-297-7651• @plateoftheday• http://www.linkedin.com/in/simondang 26

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