a lesson in search vs. social advertising
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A Lesson in Search vs. Social Advertising!
5/8/2012!!
What is Search Advertising?!
In Internet Marketing, Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Search advertisements are targeted to match key search terms (called keywords) entered on search engines. Search advertising is sold and delivered on the basis of keywords. !
Search advertising activities can be measured by:!• CPM: cost per thousand viewers!• CTR: click-through rates!• CPA: cost per action!• CPC: cost per click!
Source: Wikipedia!
The cost of directing search ads to Facebook: !• People search for drink recipes all the time, but these
keywords can be very expensive when they direct to Facebook!
• In the example below, TheBar.com by Diegeo is running Search advertising correctly. Bacardi is not… !
The Disadvantages of Search!
The Disadvantages of Search!
The cost of directing search ads to Facebook (cont.):!• Search ads for non-branded keywords can cost around $6 -
$8!• Search ads for non-branded keywords that direct to
Facebook can cost over $13!
The Disadvantages of Search!
These ads will both target people searching on Google, and these are the insights we will receive from search ads: !!!!!!
We do not get any demographic data or post-click data!
$6 - $8 $13
vs.!
The Advantages of Social!
Or for $0.50…!!!!Run social ads with more targeting options and demographic data – from Gender & Age, to the Music they listen to, Activities they do for fun, Brands they shop for, Movies they watch, Sports they play,
Places they go… and much more. !!
$6 - $8 $13
vs.!
Vodka Co ‘Like’ Vodka?
Search vs. Social!
Why is the Cost of Search Higher?!!!!!!!
Google’s Quality Score hurts brands that direct traffic to Facebook!
Search vs. Social!
Why should you invest in social advertising?!Facebook ads that direct to a Facebook Fan Page or to another website will reach audiences at a lower CPC than non-branded
keywords!
Brand Fan Page!
Vodka Brand Co.
Click “Like” if you LOVE Bloody Mary’s.
Marketplace Ad!
Search vs. Social!
Facebook ads allow us to measure clicks to fans and then calculate the Earned Media Value when that ad appears in the
Facebook Newsfeed!Facebook Newsfeed!
Brand Fan Page!
Conclusion!
Social advertising outweighs search if your objective is to:!• Encourage users to converse with your brand and engage
them with content!• Raise brand awareness by generating free impressions
through the social graph!• Target your audience based on specific demographics
and interests!• Reap the benefits of creating earned and owned media
channels !
