7/12/2011<br />1<br />Optimizing For Facebook CPC <br />Simon DangGlobal Search Director <br />Mindshare, a WPP Media Agen...
Search and Social Media Marketing<br />Why Facebook Ads <br />Case Study: 2010 Wish-Bone Salad Dressings Campaign<br />7/1...
7/12/2011<br />3<br />Traditional Consumer Purchase Funnel<br />Social<br />Search<br />Awareness<br />Research<br />Consi...
7/12/2011<br />4<br />The Virtuous Circle:The Role of Search and Social Media in the Purchase Pathway<br />
7/12/2011<br />5<br />Where should you start?<br />74% of converters say a  Facebook  brand page is desired format for fut...
7/12/2011<br />6<br />600 Million+ Worldwide Users!<br />
149 million+ active users<br />70% return daily<br />Worldwide Facebook Addiction<br />22 million+ active users<br />65% r...
Daily<br />Worldwide engagement<br />Source: Worldwide comScore November 2010 & Facebook Internal Data,  January 2011<br />
7 hrs, 7 mins<br />2 hrs, 17 mins <br />1 hr, 31 mins<br />1 hr, 21 mins<br />1 hr, 16 mins<br />Time spent<br />hours<br ...
7/12/2011<br />10<br />It’s TIME for Facebook Cost Per Click (CPC) !<br />Or is it?<br />Have Search?<br />Have FB Page?<b...
4<br />3<br />1<br />1<br />2<br />Facebook Premium vs. Marketplace Ads<br />Premium<br />Marketplace<br />
7/12/2011<br />12<br />Facebook Marketplace Ads<br />Profile Based Ads<br /><ul><li>Ads based on user interests, affiliati...
Up to 4 Ads on right column.
On Apps, Photos, Groups, Pages, Profiles, etc</li></li></ul><li>7/12/2011<br />13<br />Types of Marketplace Ads by Destina...
Clicks
Impressions
CPC
Conversions (w/ FB tag)
No “like” social component</li></ul>CPC or CPM to Facebook Page<br /><ul><li>CTR, Clicks, Impressions, CPC
Social Endorsement,
Social Imp
Social Clicks
Social CTR
+“Registration”
Conversions / Actions</li></li></ul><li>7/12/2011<br />14<br />It’s Cost Per Click, Not Cost per ‘Like’<br />$<br />
7/12/2011<br />15<br />Facebook Auction Factors<br />Bid Price<br />Ad Quality<br />Performance<br />
7/12/2011<br />16<br />Targeting and Demographics<br />Use Facebook’sUnique demographic targeting to reach only the users ...
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Simon dang oms nj 7.2011 final

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Overview on importance of using both Facebook and Search for online marketing, Facebook Advertising tips and case study from Wishbone Salad Dressings

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  • 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.
  • 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 &amp; Interests lets you fine tune your reach with the demographic. We have found that CTR performance of demo-target with Likes &amp; Interest is almost double that of demo-target only, but the universe size of demo-target with Likes &amp; 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
  • Simon dang oms nj 7.2011 final

    1. 1. 7/12/2011<br />1<br />Optimizing For Facebook CPC <br />Simon DangGlobal Search Director <br />Mindshare, a WPP Media Agency<br />498 7th AvenueNew York, New York 10018+212 297 7651Simon.dang@mindshareworld.com<br />
    2. 2. Search and Social Media Marketing<br />Why Facebook Ads <br />Case Study: 2010 Wish-Bone Salad Dressings Campaign<br />7/12/2011<br />2<br />Agenda<br />
    3. 3. 7/12/2011<br />3<br />Traditional Consumer Purchase Funnel<br />Social<br />Search<br />Awareness<br />Research<br />Consideration<br />Decision<br />(Purchase, Registration, Conversion)<br />
    4. 4. 7/12/2011<br />4<br />The Virtuous Circle:The Role of Search and Social Media in the Purchase Pathway<br />
    5. 5. 7/12/2011<br />5<br />Where should you start?<br />74% of converters say a Facebook brand page is desired format for future engagement<br />
    6. 6. 7/12/2011<br />6<br />600 Million+ Worldwide Users!<br />
    7. 7. 149 million+ active users<br />70% return daily<br />Worldwide Facebook Addiction<br />22 million+ active users<br />65% return daily<br />13million+ active users<br />58% return daily<br />29million+ active users<br />68% return daily<br />19million+ active users<br />65% return daily<br />17million active users<br />67% return daily<br />17 million active users<br />68% return daily<br />10 million+ active users<br />66% return daily<br />4 million+ active users<br />71% return daily<br />Source: Facebook internal data, Worldwide, January 2011<br />
    8. 8. Daily<br />Worldwide engagement<br />Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011<br />
    9. 9. 7 hrs, 7 mins<br />2 hrs, 17 mins <br />1 hr, 31 mins<br />1 hr, 21 mins<br />1 hr, 16 mins<br />Time spent<br />hours<br />Source: Nielsen monthly time spent November 2010<br />
    10. 10. 7/12/2011<br />10<br />It’s TIME for Facebook Cost Per Click (CPC) !<br />Or is it?<br />Have Search?<br />Have FB Page?<br />Have FB Strategy?<br />
    11. 11. 4<br />3<br />1<br />1<br />2<br />Facebook Premium vs. Marketplace Ads<br />Premium<br />Marketplace<br />
    12. 12. 7/12/2011<br />12<br />Facebook Marketplace Ads<br />Profile Based Ads<br /><ul><li>Ads based on user interests, affiliations, and other demographics.
    13. 13. Up to 4 Ads on right column.
    14. 14. On Apps, Photos, Groups, Pages, Profiles, etc</li></li></ul><li>7/12/2011<br />13<br />Types of Marketplace Ads by Destination<br />CPC or CPM to Website<br /><ul><li>CTR
    15. 15. Clicks
    16. 16. Impressions
    17. 17. CPC
    18. 18. Conversions (w/ FB tag)
    19. 19. No “like” social component</li></ul>CPC or CPM to Facebook Page<br /><ul><li>CTR, Clicks, Impressions, CPC
    20. 20. Social Endorsement,
    21. 21. Social Imp
    22. 22. Social Clicks
    23. 23. Social CTR
    24. 24. +“Registration”
    25. 25. Conversions / Actions</li></li></ul><li>7/12/2011<br />14<br />It’s Cost Per Click, Not Cost per ‘Like’<br />$<br />
    26. 26. 7/12/2011<br />15<br />Facebook Auction Factors<br />Bid Price<br />Ad Quality<br />Performance<br />
    27. 27. 7/12/2011<br />16<br />Targeting and Demographics<br />Use Facebook’sUnique demographic targeting to reach only the users you want.<br />Advanced Demographics (Birthdays, Sexual orientation, Relationship status, Language, Education, Workplaces)<br />Target by Likes & Interests (Activities, Interests, Music, Books, Movies, Television, etc)<br />Target by Age, Sex<br />Target by Location: City, State, Zip…<br />
    28. 28. 7/12/2011<br />17<br />Case Study: Facebook CPC with Wish-Bone Salad Dressings<br />
    29. 29. 7/12/2011<br />18<br />Wish-Bone Facebook Campaign Objectives<br />Objectives: Increase Fan Base, consumer awareness, “Wishes” during 2010 Holiday Season. Be top of mind for resolutions to eat more salads & vegetables in 2011.<br />Demographic: Women 35-54<br />KPI’s: Fans, share ability, want game and fan page to be shared with friends to help promote brand.<br />
    30. 30. 7/12/2011<br />19<br />Campaign Structure<br />Ad Variations:<br /><ul><li>1 Wishbone Logo
    31. 31. 1 Bottles Logo
    32. 32. 2 Game Ads</li></ul>General Ad Targets:<br /><ul><li>United States
    33. 33. W 35-54
    34. 34. W 25-35</li></ul>Interest Ad Targets:<br /><ul><li>who like cookbooks, cooking, cooking dinner, family, fruit and salads, health, health fitness, health.com, recipes, recipes for health or vegetables</li></li></ul><li>7/12/2011<br />20<br />Create Ad Variants and Test<br />Targeting in FB<br />W 25-35<br />W 35-54<br />W 25-35+ Interests<br />W 35-54+ Interests<br />2<br />Reg<br />Ads<br />2<br />Game<br />Ads<br />4 ads<br />16 ads<br />
    35. 35. 7/12/2011<br />21<br />Optimizations and Fine Tuning<br />Monitor Performance (spend, likes, clicks, CTR, etc)<br />Bid Price<br />Ad Demographics<br />Creatives & Ad Copy<br />
    36. 36. 7/12/2011<br />22<br />Results<br />
    37. 37. 7/12/2011<br />23<br />Demographic Profile Learnings<br />Suggested Ways to Use this Data:<br /><ul><li>Tone Of Messaging
    38. 38. Promotions
    39. 39. FB Page Content
    40. 40. Co- Sponsor similar FB pages </li></ul>Caveats:<br /><ul><li>Using Findings to Optimize Interest</li></li></ul><li>7/12/2011<br />24<br />In Summary….<br />
    41. 41. 7/12/2011<br />25<br />Wish-Bone Brand Team<br />“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<br />“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 <br />
    42. 42. Other Unilever Campaigns We’ve Run<br />7/12/2011<br />26<br />
    43. 43. Simon Dang<br /><ul><li>Simon.Dang@mindshareworld.com
    44. 44. +1 212-297-7651
    45. 45. @plateoftheday
    46. 46. http://www.linkedin.com/in/simondang</li></ul>27<br />Thank You<br />
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