Simon dang oms nj 7.2011 final

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498 7th AvenueNew York, New York 10018+212 297 7651Simon.dang@mindshareworld.com

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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2

3

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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• Simon.Dang@mindshareworld.com• +1 212-297-7651• @plateoftheday• http://www.linkedin.com/in/simondang

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Thank You