simon dang oms nj 7.2011 final
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Overview on importance of using both Facebook and Search for online marketing, Facebook Advertising tips and case study from Wishbone Salad DressingsTRANSCRIPT
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498 7th AvenueNew York, New York 10018+212 297 [email protected]
Optimizing For Facebook CPC
Simon DangGlobal Search Director Mindshare, a WPP Media Agency
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1. Search and Social Media Marketing2. Why Facebook Ads 3. Case Study: 2010 Wish-Bone Salad Dressings
Campaign
Agenda
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Traditional Consumer Purchase Funnel
Awareness
Research
Consideration
Decision
(Purchase, Registration, Conversion)
Social Search
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The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway
Search and Social
influential to purchase decision
Virtuous Circle
Of Interaction
• Converting a user:• 51% Search Only• 48% Search+Social• 1% Social only
• 70%+ more confident after search & social
• 40 % search -> social• 46% social - > search
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Where should you start?
74% of converters say a Facebook brand page is desired format for future engagement
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600 Million+ Worldwide Users!
Worldwide Facebook Addiction
149 million+ active users
70% return daily
29million+ active users
68% return daily
17 million active users
68% return daily
22 million+ active users
65% return daily
19million+ active users
65% return daily
10 million+ active users
66% return daily
13million+ active users
58% return daily
17million active users
67% return daily
4 million+ active users
71% return dailySource: Facebook internal data, Worldwide, January 2011
Worldwide engagement
Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011
53% daily
Active users log in(daily)
Daily
4 hours, 57 mins
Average time spent per user (monthly)
29 visits
Average visits per user(monthly)
hoursTime spent
Source: Nielsen monthly time spent November 2010
7 hrs, 7 mins
1 hr, 31 mins
2 hrs, 17 mins
1 hr, 21 mins
1 hr, 16 mins
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It’s TIME for Facebook Cost Per Click (CPC) !
Or is it?
1)Have Search?2)Have FB Page?3)Have FB
Strategy?
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Premium
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Marketplace
Facebook Premium vs. Marketplace Ads
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Facebook Marketplace Ads
Profile Based Ads• Ads based on
user interests, affiliations, and other demographics.
• Up to 4 Ads on right column.
• On Apps, Photos, Groups, Pages, Profiles, etc
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Types of Marketplace Ads by Destination
CPC or CPM to Website• CTR• Clicks• Impressions• CPC• Conversions (w/ FB tag)• No “like” social component
CPC or CPM to Facebook Page• CTR, Clicks, Impressions, CPC• Social Endorsement, • Social Imp• Social Clicks• Social CTR• +“Registration”• Conversions / Actions
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It’s Cost Per Click, Not Cost per ‘Like’
$
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Facebook Auction Factors
Bid Price
Ad Quality
Performance
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Targeting and DemographicsUse Facebook’s Unique
demographic targeting to reach only the users you want.
Target by Likes & Interests (Activities, Interests, Music, Books, Movies, Television, etc)
Target by Age, Sex
Advanced Demographics (Birthdays, Sexual orientation, Relationship status, Language, Education, Workplaces)
Target by Location: City, State, Zip…
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Case Study: Facebook CPC with Wish-Bone Salad Dressings
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Wish-Bone Facebook Campaign Objectives
Objectives: Increase Fan Base, consumer awareness, “Wishes” during 2010 Holiday Season. Be top of mind for resolutions to eat more salads & vegetables in 2011.
Demographic: Women 35-54
KPI’s: Fans, share ability, want game and fan page to be shared with friends to help promote brand.
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Campaign Structure
• Ad Variations: 1 Wishbone Logo 1 Bottles Logo 2 Game Ads
• General Ad Targets: United States W 35-54 W 25-35
• Interest Ad Targets: who like cookbooks, cooking,
cooking dinner, family, fruit and salads, health, health fitness, health.com, recipes, recipes for health or vegetables
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Create Ad Variants and Test
4 ads
W 25-35 W 35-54 W 25-35+ Interests
W 35-54+ Interests
16 ads
Targeting in FB
2GameAds
2RegAds
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Optimizations and Fine Tuning
Monitor Performance (spend, likes, clicks,
CTR, etc)
Bid Price
Ad Demographics
Creatives & Ad Copy
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Results
Surpassed Goal of Fans• Nearly 30,000 Fans
in 10 Days• Slow week for
Internet search (Dec 21-31)
Hit Broad Reach• Impressions
reached nearly ¼ of all of target audience in the FB Universe (US market)
• > 7 MM Impressions
High Performance• Close to 1% CTR
and low CPC (beat Google Content)
• CPC Model produced eCPM lower than actual CPM. $.27 vs. $1.90
FB Social Bonus• Friend names in
line ‘likes’ contributed to over 25% of impressions.
• Social CTR outperformed normal CTR by up to 1%
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Demographic Profile Learnings
Movies• Dirty Dancing• Color Purple
TV Shows
• CSI• NCIS
Interests• Family• Dancing
Music• Gospel• Jazz
Suggested Ways to Use this Data:
Tone Of Messaging Promotions FB Page Content Co- Sponsor similar FB
pages Caveats:
Using Findings to Optimize Interest
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In Summary….Search and Social Interactions
Are you ready for FB?
“like” = registration
Optimize with ad variants
Social lift for FB Ads
Additional demo info from FB Ads
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Wish-Bone Brand Team
“We are extremely happy with the results of this campaign. Our goal was to build our fan base by leveraging the strength of the Wish-Bone brand to deliver engaging content that someone would want to share with their friends. We are very excited to continue this conversation with our fans.” – Susan KamilWish-Bone Brand Manager
“Our target audience is increasingly using Facebook as a means to communicate and engage with the brands they love. This campaign has positioned us to be an active participant in the conversation.”
– Nathan Micklos, Wish-Bone Associate Brand Manager
Other Unilever Campaigns We’ve Run
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Simon Dang• [email protected]• +1 212-297-7651• @plateoftheday• http://www.linkedin.com/in/simondang
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Thank You