Facebook advertising case study: ADT.

1. A CASE STUDY
ADT: Facebook lead-gen landing page
outperforms offsite page by more than 6x.
HIGHLIGHTS
Cost-per-lead 6.68 times more efficient
562% higher click-to-conversion rate
ADT fans converted 7x that of general Facebook population
ADT shifted the balance of the budget to the Facebook flow
© January 2012, SocialCode LLC. All rights reserved.

2. SUMMARY
Working with Mindshare and Facebook, SocialCode conducted a
research experiment with the goal of determining which conversion
flow (ON Facebook or OFF Facebook) would drive the most efficient
leads for ADT. The findings showed that the flow on Facebook far
outperformed the brand’s website.
BACKGROUND
In 2011, ADT began leveraging Facebook advertising to drive leads for ADT Home Security Monitoring.
Although ADT had success using Facebook advertising as an awareness and loyalty vehicle, the brand
had struggled previously in using Facebook advertising to drive cost-efficient leads for the ADT Home
Security product.
We have always known that the new opportunities for the lead generation are
in social media, but have not yet cracked the code on making it work for our
business model. Working with Mindshare & SocialCode, we are now one step
closer to making social media work for our business as social media and word
of mouth advertising becomes more critical to our marketing efforts at ADT.”
– Frank Rivera, Director of Online Marketing at ADT
2

3. APPROACH
SocialCode and Mindshare worked together to set up a methodology that would allow ADT to
understand which conversion flow was the most efficient for driving leads. From October 12, 2011 to
October 19, 2011, SocialCode managed a campaign where over 37,000,000 impressions were served on
the Facebook platform divided between the two conversion flows (on and off Facebook).
Image 1.
ON Facebook Flow
3

4. Image 2.
OFF Facebook Flow
While there were certainly variables that were responding to, and the relative response rates
not 100% equal (landing page visuals slightly between the different variables. This allowed the
different, Off Facebook flow served @ 8% more SocialCode-Mindshare team to optimize for:
impressions), the difference between the two
- Top performing age
flows was pronounced.
- Top performing gender
In addition to executing the acquisition portion - Top performing headline
of the Facebook ad buy, SocialCode also - Top performing body text type
leveraged its research capabilities to provide - Top performing image (by age and gender)
Mindshare/ADT with insights on exactly who - Top performing interests (by age and gender)
was responding, which messages they were
4

5. RESULTS
• Effective cost per lead was 6.68x more efficient when driving to the
conversion flow ON Facebook
• 562% higher click to conversion rate of ON Facebook flow
• ADT fans converted at a rate 7x that of general Facebook population
• ADT shifted the balance of the budget to drive ALL remaining
Facebook traffic to the conversion flow ON Facebook
FUTURE
Given the early evidence that ads to ADT fans far outperform ads to Facebook users who are not fans
of ADT, SocialCode recommends that ADT continue its multi-pronged marketing approach on
Facebook of continuing to build up the ADT fan community, while focusing on keeping the community
engaged and informed, and ultimately making sure that the path to purchase is seamless.
The test that we put in place with SocialCode on behalf of ADT helped us
evaluate the quality and value of fans (likes) that we were gaining for ADT and
how they convert into lead generation. The approach also allowed us to
compare branded experience compared to social assets on Facebook to
determine the best experience for ADT’s prospects.”
- Danny Huynh, Senior Partner Managing Digital Director at Mindshare
5

6. ABOUT
About SocialCode
SocialCode is a full-service social agency specializing in performance marketing on Facebook and
Twitter. SocialCode’s unique tools are built on a research engine that offers analytics and information
for advertisers that far surpass what they could get anywhere else. With advanced quantitative
methods, SocialCode specializes in building targeted communities, engaging those audiences and
monetizing potential customers—all while conducting research to inform strategy.
About Mindshare
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion
(source: RECMA). The network consists of 112 offices in 82 countries throughout North America,
Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing
advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media
investment management sector for WPP, the world’s leading communications services group.
About ADT
ADT is the leading electronic security services and leader in home automation company in the United
States. Founded in 131 years ago, ADT provides innovative, cutting-edge security solutions to 90% of
Fortune 500 companies.
6