adtech SF 2012: Direct Response - Facebook vs Google by Bryan Kelley
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Facebook provides better targeting capabilities than Google, allowing advertisers to precisely segment audiences. While Google requires careful keyword organization and risk management, Facebook encourages leveraging interests and attributes to micro-segment audiences. Both platforms remain works in progress for direct response advertisers, with continued investment needed in technology and optimization on Google, and platform maturation continuing on Facebook. Overall, direct response is challenging but can succeed on these platforms with the right strategy.
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adtech SF 2012: Direct Response - Facebook vs Google by Bryan Kelley
- 1. Facebook vs Google Direct Response Bryan Kelley Director of Facebook Advertising Ampush|Media
- 2. Traditional Purchase Funnel Awareness Opinion Consideration Preference Purchase
- 3. Traditional Purchase Funnel Awareness Opinion Consideration Preference Purchase
- 4. Making Search Work... Or Not Our First Month – Lighting Money on Fire $40 Revenue Per Conv $1000 Cost Per Conv $-960 Profit
- 5. Google Lessons Learned Organization is Critical – Keyword Taxonomy Example Level 1 Level 2 Level 3 Level 4 Themes Themes Cuisine Types X Dining Activities Fitness Beauty Travel Retail Events Adventures … • 15+ Themes • 20+ Categories each • 15+ Items apiece =100K+ Keywords
- 6. Google Lessons Learned Organization is Critical – Keyword Taxonomy Example Level 1 Level 2 Level 3 Level 4 Themes Themes Cuisine Types Cuisine Types Dessert Types X Dining X Dessert Activities Italian Fitness Asian Beauty Burgers Travel Pizza Retail Sushi Events Mediterranean Adventures Brunch … … • 15+ Themes • 20+ Categories each • 15+ Items apiece =100K+ Keywords
- 7. Google Lessons Learned Organization is Critical – Keyword Taxonomy Example Level 1 Level 2 Level 3 Level 4 Themes Themes Cuisine Types Cuisine Types Dessert Types Dessert Types Modifiers X Dining X Dessert X Cupcakes Activities Italian Fondue Fitness Asian Cakes Beauty Burgers Pies Travel Pizza Ice Cream Retail Sushi Chocolates Events Mediterranean Fruits Adventures Brunch Beignets … … … • 15+ Themes • 20+ Categories each • 15+ Items apiece =100K+ Keywords
- 8. Google Lessons Learned Organization is Critical – Keyword Taxonomy Example Level 1 Level 2 Level 3 Level 4 Themes Themes Cuisine Types Cuisine Types Dessert Types Dessert Types Modifiers X Dining X Dessert X Cupcakes Geo Activities Italian Fondue Price Fitness Asian Cakes Recipes Beauty Burgers Pies Health Information Travel Pizza Ice Cream Flavors Retail Sushi Chocolates Catering Events Mediterranean Fruits Supplies Adventures Brunch Beignets Ingredients … … … … • 15+ Themes • 20+ Categories each • 15+ Items apiece =100K+ Keywords
- 9. Google Lessons Learned Focus on Optimization, not Perfection • Follow the path of least resistance
- 10. Google Lessons Learned Focus on Optimization, not Perfection • Follow the path of least resistance • Do your competitive homework
- 11. Google Lessons Learned Focus on Optimization, not Perfection • Follow the path of least resistance • Do your competitive homework • Continually examine and challenge your „big‟ assumptions
- 12. Google Lessons Learned Focus on Optimization, not Perfection • Follow the path of least resistance • Do your competitive homework • Continually examine and challenge your „big‟ assumptions • Risk management / Cut your losses Keyword Performance – First Day and Beyond Bucket Clicks Cost Conv Revenue Profit $0 - $3 129 $147.06 6 $240.00 $92.94 $3 - $5 294 $323.40 8 $320.00 ($3.40) $5 - $10 579 $862.71 10 $400.00 ($462.71) $10 - $15 892 $1,694.80 37 $1,480.00 ($214.80) Sum 1894 $3,027.97 61 $2,440.00 ($587.97)
- 13. Google Lessons Learned Focus on Optimization, not Perfection • Follow the path of least resistance • Do your competitive homework • Continually examine and challenge your „big‟ assumptions • Risk management / Cut your losses Keyword Performance – First Day and Beyond Bucket Clicks Cost Conv Revenue Profit $0 - $3 129 $147.06 6 $240.00 $92.94 $3 - $5 294 $323.40 8 $320.00 ($3.40) $5 - $10 579 $862.71 10 $400.00 ($462.71) $10 - $15 892 $1,694.80 37 $1,480.00 ($214.80) Sum 1894 $3,027.97 61 $2,440.00 ($587.97)
- 14. Google Lessons Learned High Average Purchase intent does not guarantee success. There is massive variability both within & between keywords. Keyword A Keyword B CPC $ $ RPC CPC RPC Volume Volume
- 15. Traditional Purchase Funnel Awareness Opinion Consideration Preference Purchase
- 16. Traditional Purchase Funnel Awareness Opinion Consideration Preference Google Purchase Purchase Intent
- 17. Traditional Purchase Funnel Awareness Opinion Consideration Preference Google Purchase Purchase Intent
- 18. Where are the Eyeballs? Engagement and trust continues to grow on Facebook
- 19. Facebook Lessons Learned Leverage the power of Facebook targeting to micro-segment Target Unique Attributes Segment Audiences Scale Winners Likes and Interests Education Location Age Relation Workplace Status Languages
- 20. Facebook Lessons Learned Granular ad copy is key but avoid failing the “Creepiness Test” Music Production Degree
- 21. Facebook Lessons Learned Granular ad copy is key but avoid failing the “Creepiness Test” Artists Music Production Instruments Degree Genre
- 22. Facebook Lessons Learned Granular ad copy is key but avoid failing the “Creepiness Test” Artists Guitars Music Production Instruments Orchestral Degree DJ Genre
- 23. Facebook Lessons Learned Granular ad copy is key but avoid failing the “Creepiness Test” Fender Acoustic Artists Spanish Guitars Violin Music Production Instruments Orchestral Cello Degree Bass DJ Mixdeck Genre Controller Turntable
- 24. Facebook Lessons Learned Granular ad copy is key but avoid failing the “Creepiness Test” Fender Acoustic Artists Spanish Guitars Violin Music Production Instruments Orchestral Cello Degree Bass DJ Mixdeck Genre Controller Turntable
- 25. Facebook Lessons Learned The Facebook Advertising platform is still maturing. Investing in internal and third party technology is the only path to scale.
- 26. Traditional Purchase Funnel Awareness Opinion Facebook Consideration Purchase Intent Preference Purchase
- 27. Traditional Purchase Funnel Awareness Opinion Consideration Preference Purchase
- 28. In Conclusion Making Direct Response Work on Google •Organization is Critical •Focus on Optimization, not Perfection •High Average Purchase intent does not guarantee success Making Direct Response Work on Facebook •Target Unique Attributes, Segment Audiences, Scale Winners •Leverage Granular Ad Copy but don‟t freak people out •Invest in 3rd party and internal technology Direct Response is not easy. But you CAN make it work!
- 29. Thank You Bryan Kelley bryan.kelley@ampushmedia.com Follow Us. Ampush Media 450 Ninth Street, 2nd Floor Facebook.com/AMPUSHmedia San Francisco, CA 94103 Phone: 1.877.AMPUSH1 Twitter.com/AMPUSHmedia Email: info@ampushmedia.com Website: www.ampushmedia.com Linkedin.com/companies/ampush-media