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Facebook vs. Google ad:tech SF 2012

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This deck is from Aaron Goldman's session at ad:tech San Francisco 2012, Facebook vs. Google. This session covered topics including: the difference in ROI for comparable display ad campaigns on Facebook vs. Google, insights into whether it’s worthwhile to create campaigns that run across multiple Google products, and a sneak peek at new ad units and offerings from both companies, presented by customers in the know.

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Facebook vs. Google ad:tech SF 2012

  1. 1. Facebook vs. Google@AaronGoldman@Kenshoo
  2. 2. Facebook vs. GoogleFacebook.com/KenshooPlus.Google.com/u/0/116913360207972147879
  3. 3. You Be the Judge1. Reach2. Engagement3. Formats4. Targeting5. Insights6. Pricing7. ROI8. Branding9. Direct Response10.Rap
  4. 4. Round 1: Reach
  5. 5. Round 2: Engagement
  6. 6. Round 2: Engagement Click Rate Distribution Between Paid Social and Search Campaigns # of Campaigns Social Search CTR
  7. 7. Round 2: Engagement Click Rate Distribution Between Paid Social and Search Campaigns # of Campaigns Social Search CTR
  8. 8. Round 3: Formats
  9. 9. Round 3: Formats
  10. 10. Round 3: Formats
  11. 11. Round 3: Formats
  12. 12. Round 3: Formats
  13. 13. Round 3: Formats
  14. 14. Round 4: Targeting
  15. 15. Round 4: Targeting
  16. 16. Round 4: Targeting
  17. 17. Round 4: Targeting
  18. 18. Round 4: Targeting
  19. 19. Round 4: Targeting
  20. 20. Round 4: Targeting
  21. 21. Round 4: Targeting
  22. 22. Round 5: Insights
  23. 23. Round 5: Insights
  24. 24. Round 5: Insights
  25. 25. Round 5: Insights
  26. 26. Round 5: Insights
  27. 27. Round 5: Insights
  28. 28. Round 5: Insights
  29. 29. Round 6: Pricing
  30. 30. Round 6: Pricing
  31. 31. Round 7: ROI Awareness Consideration Intent Purchase
  32. 32. Round 7: ROI Awareness Consideration Intent Purchase Customer Repeat Loyal Advocate
  33. 33. Round 7: ROI Awareness Consideration Intent Purchase Customer Repeat Loyal Advocate
  34. 34. Round 8: Branding Awareness Consideration Intent Purchase Customer Repeat Loyal Advocate
  35. 35. Round 9: Direct Response Awareness Consideration Intent Purchase Customer Repeat Loyal Advocate
  36. 36. Round 10: The Battle Continues
  37. 37. Round 10: The Battle Continues SOLO
  38. 38. Rap Keywords from the Audience• Mobile• Likes and interest• HP• Open graph• Matt Cutts• Conversion• ROI• Sales

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