SMX Advanced 2011: Facebook Ads, Meet Search Ads

By Tad Miller | Jun 8, 2011
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This session is about the synergies between search ads and Facebook ads.  It features Marty Weintraub, Sara Devine and Addie Conner.  Many in search, like myself, don’t really know much about Facebook advertising, so it’s a new topic for us.

Addie Conner of Social Code – comparison of Facebook to Search

Search gives answers – Facebook Creates Demand

Search Ads give response to Demand – Facebook Profiles are not Demand Related

Facebook has an ecosystem.  You have to engage a community.  You have to give fans something they want if you want to “monitize them”.  Research and Learnings of the audience can inform you about your response demographics.

Ad variables on Facebook are different than search.  Demographics are the differentiator.  The targets are vast.  It’s not just the ad – its the demographic interaction with the ad.

You get audience profiles with Facebook ads.  Demographics, Interests, Location and Ad Elements are in the profiles.  You can understand the nuances of the audience and the ad with Facebook.  You can apply all of this data to all aspects of your advertising – not just on Facebook.

Facebook Quality Score  is user centered.  They are based on feedback.  Users vote on ads and Facebook determines “ad policy” based on these metrics.  It cleaned up the advertising stream.  Ad Fatigue is a quality factor.  After day 3 or 4 your ad starts to “die”.  As Click Through Rate declines, so does impression and audience share.

Facebook bidding is CPC or CPM (cost per impression).  Their isn’t any position transparency.  Facebook is similar to Google Display network.  Facebook bids are influenced by user behavior.

Granularity is self-created by the variables that you choose.  You create your long-tail.

How to get Facebook ROI?  If you are trying to drive a Farmville player into a sale – you have to really target and create the right experience.

Sara Devine of Volkswagen – Case study of a Super Bowl Ad the famous Darth Vader VW ad, one of the most ever watched ads in automotive on YouTube.

VW did a lot of work through Facebook and Search to promote the ad which drove video view and Facebook Likes.

They started 4 days before the Superbowl to promote the video of the commercial.  They “leaked” the ads on Facebook.   In paid search they ran different ad copies on the day of the superbowl depending on the time of the day and the reaction of fans comments.

They did Facebook Reachblock ads of the videos that garnered comments, and Facebook Marketplace Ads on the Monday following the Super Bowl.

They had a big spike in impressions and Likes.  Search interest grew to record volume in the days around the Super Bowl.  Peak traffic was the day after the Super Bowl.  They actually had more impression on Facebook than Search, but longer term Search traffic volume was also seen for several days after Facebook traffic subsided.  Site traffic still hasn’t dropped to pre-Super Bowl traffic levels even months after the Super Bowl.

Marty Weintraub of aimClear – Facebook Topical Clusters

Marty has a book coming out about Facebook ads coming out soon.

Topical hubs are naturally clustered by humans.  What are personal traits, professional characteristics?  You need to climb inside the Psyche of the user.

Search is your friend of Facebook.  Use it for Facebook targeting.

Occupation targeting:  has massive user samplings and growing.  These people are never truly off-duty.  You can catch them at home and off guard.  They get hundreds of millions of impressions.  Targeting occupations is better than targeting fans if you want better targeting.  Using auto-complete in job titles targeting is a good way to mine good occupation targeting.

Marty crossreferences Linked In Occupations data with Facebook’s sample for insight.

The Hard Sell doesn’t work on Facebook.  Be with them and bait them in. Use their language and test ad images and logos.

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