adtech SF 2012: Direct Response - Facebook vs Google by Bryan Kelley

Facebook vs Google

Direct Response

Bryan Kelley

Director of Facebook Advertising

Ampush|Media

Traditional Purchase Funnel

Awareness

Opinion

Consideration

Preference

Purchase

Making Search Work... Or Not

$40 Revenue Per

Conv

$1000Cost Per

Conv

$-960Profit

Our First Month – Lighting Money on Fire

Google Lessons Learned

Dining

Activities

Fitness

Beauty

Travel

Retail

Events

Adventures

…

X

Themes Cuisine TypesThemes

Level 1 Level 2 Level 3 Level 4

• 15+ Themes • 20+ Categories each • 15+ Items apiece =100K+ Keywords

Organization is Critical – Keyword Taxonomy Example


Dining

Activities

Fitness

Beauty

Travel

Retail

Events

Adventures

…

Dessert

Italian

Asian

Burgers

Pizza

Sushi

Mediterranean

Brunch

…

X X

Themes Cuisine Types Dessert TypesThemes Cuisine Types





Dining

Activities

Fitness

Beauty

Travel

Retail

Events

Adventures

…

Dessert

Italian

Asian

Burgers

Pizza

Sushi

Mediterranean

Brunch

…

Cupcakes

Fondue

Cakes

Pies

Ice Cream

Chocolates

Fruits

Beignets

…

X X X

Themes Cuisine Types Dessert Types ModifiersThemes Cuisine Types Dessert Types





Dining

Activities

Fitness

Beauty

Travel

Retail

Events

Adventures

…

Dessert

Italian

Asian

Burgers

Pizza

Sushi

Mediterranean

Brunch

…

Cupcakes

Fondue

Cakes

Pies

Ice Cream

Chocolates

Fruits

Beignets

…

X X X

Themes Cuisine Types Dessert Types ModifiersThemes Cuisine Types Dessert Types



Geo

Price

Recipes

Health Information

Flavors

Catering

Supplies

Ingredients

…



Focus on Optimization, not Perfection

• Follow the path of least resistance




• Do your competitive homework





• Continually examine and challenge your „big‟ assumptions






• Risk management / Cut your losses

Keyword Performance – First Day and Beyond

Bucket Clicks Cost Conv Revenue Profit$0 - $3 129 $147.06 6 $240.00 $92.94 $3 - $5 294 $323.40 8 $320.00 ($3.40)

$5 - $10 579 $862.71 10 $400.00 ($462.71)$10 - $15 892 $1,694.80 37 $1,480.00 ($214.80)

Sum 1894 $3,027.97 61 $2,440.00 ($587.97)

Bucket Clicks Cost Conv Revenue Profit$0 - $3 129 $147.06 6 $240.00 $92.94 $3 - $5 294 $323.40 8 $320.00 ($3.40)

$5 - $10 579 $862.71 10 $400.00 ($462.71)$10 - $15 892 $1,694.80 37 $1,480.00 ($214.80)

Sum 1894 $3,027.97 61 $2,440.00 ($587.97)


Keyword Performance – First Day and Beyond





• Risk management / Cut your losses


Keyword A

$

Keyword B

$

Volume Volume

RPC

RPC

CPC

CPC

High Average Purchase intent does not guarantee success.

There is massive variability both within & between keywords.


Awareness

Opinion

Consideration

Preference

Purchase


Awareness

Opinion

Consideration

Preference

PurchaseGoogle

Purchase

Intent

Google

Purchase

Intent


Awareness

Opinion

Consideration

Preference

Purchase

Where are the Eyeballs?

Engagement and trust continues to grow on Facebook

Facebook Lessons Learned

Likes and Interests

Age

Relation Status

Languages

Workplace

Location

Education

Target Unique Attributes Segment Audiences Scale Winners

Leverage the power of Facebook targeting to micro-segment


Granular ad copy is key but avoid failing the “Creepiness Test”

Music Production

Degree


Music Production

Degree

Artists

Instruments

Genre



Music Production

Degree

Artists

Instruments

Guitars

Orchestral

DJ

Genre



Music Production

Degree

Artists

Instruments

Guitars

Fender

Acoustic

Spanish

Orchestral

Violin

Cello

Bass

DJ Mixdeck

Controller

Turntable

Genre



The Facebook Advertising platform is still maturing. Investing

in internal and third party technology is the only path to scale.


Awareness

Opinion

Consideration

Preference

Purchase

Facebook

Purchase

Intent


Awareness

Opinion

Consideration

Preference

Purchase

In Conclusion

Making Direct Response Work on Google•Organization is Critical

•Focus on Optimization, not Perfection

•High Average Purchase intent does not guarantee success

Making Direct Response Work on Facebook•Target Unique Attributes, Segment Audiences, Scale Winners

•Leverage Granular Ad Copy but don‟t freak people out

•Invest in 3rd party and internal technology

Direct Response is not easy. But you CAN make it work!

Thank You

Bryan [email protected]

Ampush Media450 Ninth Street, 2nd FloorSan Francisco, CA 94103Phone: 1.877.AMPUSH1Email: [email protected]: www.ampushmedia.com

Follow Us.

Facebook.com/AMPUSHmedia

Twitter.com/AMPUSHmedia

Linkedin.com/companies/ampush-media

adtech SF 2012: Direct Response - Facebook vs Google by Bryan Kelley

Business

Transcript of adtech SF 2012: Direct Response - Facebook vs Google by Bryan Kelley