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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  • Interest vs. Intent
  • 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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