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Push PPC vs Pull PPC
Facebook• Facebook advertising is predicted to hit $4 billion this year,  which is twice the volume of 2010 spending accor...
FacebookQuestion to ask?Are your people engaged or are they lurking?  – If they are engaged you can use it to create even ...
FacebookTips & Hints:  –   Don’t blend your ad with Facebook colors  –   Use bright colors  –   Use vibrant artwork  –   U...
FacebookKiller Good              Not So Good
Search Advertising• Paid search advertising is predicted to hit $13 billion this year,  which is about a 13% increase in s...
Search AdvertisingTips & Hints:  – Headline specifies the product offered  – Use a inviting call to action within the line...
Search Advertising           Good Ad                             Bad AdOfficial Apple® Store               No Match Comput...
Push vs PullFacebook Advertising            Search Advertising• Ads placed based on           • Ads placed based on real  ...
Search in Both Funnels                                                                                 AcknowledgementFace...
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Push vs Pull PPC

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Push vs Pull PPC

  1. 1. Push PPC vs Pull PPC
  2. 2. Facebook• Facebook advertising is predicted to hit $4 billion this year, which is twice the volume of 2010 spending according to eMarketer. Year CTR CPP CPM CPF 2009 0.063% $0.27 $0.17 N/A 2010 0.051% $0.49 $0.25 $1.07• 600 Million users to target. *Data from webtrends™ Whitepaper / January 31, 2011
  3. 3. FacebookQuestion to ask?Are your people engaged or are they lurking? – If they are engaged you can use it to create even more engagement opportunities
  4. 4. FacebookTips & Hints: – Don’t blend your ad with Facebook colors – Use bright colors – Use vibrant artwork – Use peoples faces, encourages click through – Landing pages are super important. – Use the data to hone your campaigns.
  5. 5. FacebookKiller Good Not So Good
  6. 6. Search Advertising• Paid search advertising is predicted to hit $13 billion this year, which is about a 13% increase in spending.• The actual picture is that year over year, search spend increased 18.5% in 2010, setting up a positive start to 2011, according to SearchIgnite.• Click Through Rates (CTR) estimated at 2%
  7. 7. Search AdvertisingTips & Hints: – Headline specifies the product offered – Use a inviting call to action within the line of text – Include prices & promotions – Utilize at least one keyword within your ads – Display URL defines where the user will be taken to. – Landing pages take the consumer exactly where they want to be. – Test multiple ads across the account.
  8. 8. Search Advertising Good Ad Bad AdOfficial Apple® Store No Match ComputersGet a new Mac, iPad or iPhone For all your computer needs check<direct from Apple. Free Shipping. our no match weekly specials.store.apple.com www.no-match-domain.com
  9. 9. Push vs PullFacebook Advertising Search Advertising• Ads placed based on • Ads placed based on real interests within users time interest. profile. • Multiple bid optimization• Less bid optimizations levers available • Ad performance is• Ads have a short shelf consistent life: People get burnout of ads.
  10. 10. Search in Both Funnels AcknowledgementFacebook PPC Incentivization Awareness Activation Dialogue Interest Action Desire ©“Flip the Funnel: How to use existing customers to gain new ones” (2010, Wiley) by Joseph Jaffe

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