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Facebook
     vs.
   Google

@AaronGoldman
@Kenshoo
Facebook
      vs.
    Google

Facebook.com/Kenshoo
Plus.Google.com/u/0/116913360207972147879
You Be the Judge
1. Reach
2. Engagement
3. Formats
4. Targeting
5. Insights
6. Pricing
7. ROI
8. Branding
9. Direct Response
10.Rap
Round 1: Reach
Round 2: Engagement
Round 2: Engagement

                  Click Rate Distribution Between Paid Social and Search Campaigns
 # of Campaigns




                                                                                     Social

                                                                                     Search




                                             CTR
Round 2: Engagement

                  Click Rate Distribution Between Paid Social and Search Campaigns
 # of Campaigns




                                                                                     Social

                                                                                     Search




                                             CTR
Round 3: Formats
Round 3: Formats
Round 3: Formats
Round 3: Formats
Round 3: Formats
Round 3: Formats
Round 4: Targeting
Round 4: Targeting
Round 4: Targeting
Round 4: Targeting
Round 4: Targeting
Round 4: Targeting
Round 4: Targeting
Round 4: Targeting
Round 5: Insights
Round 5: Insights
Round 5: Insights
Round 5: Insights
Round 5: Insights
Round 5: Insights
Round 5: Insights
Round 6: Pricing
Round 6: Pricing
Round 7: ROI

           Awareness



          Consideration



               Intent



            Purchase
Round 7: ROI
               Awareness


           Consideration


                 Intent


               Purchase




               Customer


                Repeat


                 Loyal


               Advocate
Round 7: ROI
               Awareness


           Consideration


                 Intent


               Purchase




               Customer


                Repeat


                 Loyal


               Advocate
Round 8: Branding
            Awareness


           Consideration


              Intent


             Purchase




            Customer


              Repeat


               Loyal


             Advocate
Round 9: Direct Response
             Awareness


            Consideration


               Intent


              Purchase




             Customer


               Repeat


                Loyal


              Advocate
Round 10: The Battle Continues
Round 10: The Battle Continues

             SOLO
Rap Keywords from the Audience
•   Mobile
•   Likes and interest
•   HP
•   Open graph
•   Matt Cutts
•   Conversion
•   ROI
•   Sales

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Facebook vs. Google ad:tech SF 2012

Editor's Notes

  1. Interest vs. Intent