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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.

London SES 2011 presentation Feb 25, 2011 on optimizing Facebook CPC and Search Marketing.

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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.
  • 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

Simon Dang   SES London 2 25 2011 Final Simon Dang SES London 2 25 2011 Final Presentation Transcript

  • 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
  • Search and Social Media Marketing
    Why Facebook Ads
    Case Study: 2010 Wish-Bone Salad Dressings Campaign
    3/3/2011
    2
    Agenda
  • 3/3/2011
    3
    Traditional Consumer Purchase Funnel
    Social
    Search
    Awareness
    Research
    Consideration
    Decision
    (Purchase, Registration, Conversion)
  • 3/3/2011
    4
    The Virtuous Circle:The Role of Search and Social Media in the Purchase Pathway
  • 3/3/2011
    5
    Where should you start?
    74% of converters say a Facebook brand page is desired format for future engagement
  • 3/3/2011
    6
    600 Million+ Worldwide Users!
  • 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
  • Daily
    Worldwide engagement
    Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011
  • 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
  • 3/3/2011
    10
    It’s TIME for Facebook Cost Per Click (CPC) !
    Or is it?
    Have Search?
    Have FB Page?
    Have FB Strategy?
  • 4
    3
    1
    1
    2
    Facebook Premium vs. Marketplace Ads
    Premium
    Marketplace
  • 3/3/2011
    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
  • 3/3/2011
    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
  • 3/3/2011
    14
    It’s Cost Per Click, Not Cost per ‘Like’
    $
  • 3/3/2011
    15
    Facebook Auction Factors
    Bid Price
    Ad Quality
    Performance
  • 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…
  • 3/3/2011
    17
    Case Study: Facebook CPC with Wish-Bone Salad Dressings
  • 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.
  • 3/3/2011
    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
  • 3/3/2011
    20
    Create Ad Variants and Test
    Targeting in FB
    W 25-35
    W 35-54
    W 25-35+ Interests
    W 35-54+ Interests
    2
    Reg
    Ads
    2
    Game
    Ads
    4 ads
    16 ads
  • 3/3/2011
    21
    Optimizations and Fine Tuning
    Monitor Performance (spend, likes, clicks, CTR, etc)
    Bid Price
    Ad Demographics
    Creatives & Ad Copy
  • 3/3/2011
    22
    Results
  • 3/3/2011
    23
    Demographic Profile Learnings
    Suggested Ways to Use this Data:
    • Tone Of Messaging
    • Promotions
    • FB Page Content
    • Co- Sponsor similar FB pages
    Caveats:
    • Using Findings to Optimize Interest
  • 3/3/2011
    24
    In Summary….
  • 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
  • Simon Dang
    • Simon.Dang@mindshareworld.com
    • +1 212-297-7651
    • @plateoftheday
    • http://www.linkedin.com/in/simondang
    26
    Thank You