Max Crowe

Posted by Dave Strong, Account Manager

At Performics, we’ve seen great success running Facebook CPC ads to drive sales and leads for our clients.  Facebook CPC ads are particularly efficient at generating leads and creating brand awareness.  We’ve seen Facebook campaigns perform much like Content Network campaigns, with lower click through rates (CTRs) and lower conversion rates than paid search.  However, Facebook advertising performance is actually better than paid search on a cost per lead basis.  This is because we are able to target users so specifically on Facebook (i.e. by age, geography, gender, and user interests as indicated in their profiles) and cost per clicks (CPCs) are so inexpensive.  Facebook ads are also useful for branding campaigns because of the phenomenal number of impressions generated.

To illustrate these points, let’s take a look at the November ’09 comparison between a large advertiser’s paid search and Facebook CPC campaign.  Both campaigns are large programs that are being continually optimized.  In November, CPCs for the advertiser’s paid search campaign were 5 times higher than the advertiser’s Facebook campaign.  With the low CPCs, the Facebook campaign drove a substantial number of leads as compared to the paid search program—only 2.5 times less leads than paid search.  Perhaps most interestingly, we measured lead duplication rates for this client (i.e. the number of people that are re-inquiring and already exist within the client’s database of leads).  We found that duplication rates for Facebook were lower than paid search, meaning that we're reaching a very different audience via Facebook than we're reaching in search.   These results show that advertisers should utilize Facebook CPC ads to make the most efficient use of their advertising dollars in 2010.

January 12, 2010

Facebook CPC Ads Efficiently Drive Leads & Create Brand Awareness

Posted by Dave Strong, Account Manager At Performics, we’ve seen great success running Facebook CPC ads to drive sales and leads for our clients.  Facebook CPC […]
January 11, 2010

Always Be Testing: Landing Page Selection and Testing is as Important as Ever

Posted by Sachin Gadhvi, Account Director Search marketers, by and large, accept that landing page selection and testing are important.  The question is: how often do […]
January 11, 2010

Performics Study: Money Management Tops 2010 Resolutions; Internet Makes Resolutions a Reality

Consumer confidence and spending continue to rise; government incentive programs improved household economic situations in 2009 Performics today released its ninth month of consumer behavior findings […]
January 8, 2010

The Strategic Value of Deep Linking in Paid Search Ad Units (RAIS & Sitelinks)

Posted by Steve Durisin, Account Manager Recently, both Yahoo! and Google have released beta paid search ad units that feature new opportunities to engage users with […]

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