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Speaker: Dan Thut, Rocketer, attempts to demonstrate how to use Facebook ads to grow the volume and efficiency of a PPC campaign, using a case study.
Chris McDonagh, webcast producer/moderator of introduced Marc Poirier, the CMO of Acquisio. Poirier talked a little about their software and introduced Dan Thut of Rocketer.
The question many ask is can we use Facebook for lead generation? The implied answer was yes, though it was left hanging.
Facebook advertising can have some pitfalls:
You can spend a lot of money very quickly, with not much to show for it
Many challenger brands are adopting Facebook advertising at a rapid and commendable rate, so they are eating away at big brands market share because they are getting to grips with this new advertising strategy faster than the big brands are.
You need an agile team and lots of tools to handle everything thrown at you from this new medium. (This was the beginning of a subtle sales pitch).
One overlooked way that Facebook advertising can be beneficial is that a well managed Facebook ad campaign can help established a PPC campaign deliver more value and more volume.
Increased monthly conversions from 8k to 21k
CPA – cost per acquisition – dropped from 23 UK pounds to 13 pounds
34% increase in ppc brand searches
47% increase in direct-to-url traffic
Rocketer already had some data that suggested that people who clicked on a Facebook ad later transacted via a comparable Google PPC ad, but they wanted to test it. They carefully chose a client to work with and made sure they had total control of client’s marketing, to ensure the numbers would be accurate and not skewed by other factors.
They tested a lot of ads, and managed them closely.
They targeted UK men aged 16-45. (12 million)
How many different ad variants are needed for 12 million users?
They broke the group down into smaller groups. 113 counties x 25 sporting interests x 15 newspaper readerships – splits the 12 million users into tens of thousands of different niche interest groups!
Obviously, to manage tens of thousands of groups, each using at least a hundred different ad variants, you need technology to handle it all. (More subtle sales pitching here).
The process: build ads specific to each niche user group, get the right message to the right person at the right time, identify the successful ad types, but don’t stop there.
It only takes one rotten apple (ad) to quickly spoil the rest. Facebook ads can degrade very quickly (CTR drops / bounce rates rise), so their quality scores get worse. That one bad infects the others in the group quickly, and a lot of bad ads can infect the entire advertising account. Within 24 hours, a few bad apples can destroy all the ads in your account.
Since Facebook doesn’t tell us the quality score of ads, we have to gauge it ourselves, which is both important and difficult. So we need to watch the successful ads like a hawk and remove the degrading ones before they affect the others. Obviously, a tool is necessary to analyze thousands of ads and alert us when bad ones crop up. (I bet you know that this refers to the sales pitch, right?).
Although the presenter showed a graph indicating that PPC spend decreased while the Facebook ad testing was going on, I can’t say he ever really explained the correlation. I don’t know how or why one affected the other, so I’m not sure I would know how to duplicate such success.
In any case, this was really more about subtly selling software than it was about educating me on how Facebook ads can augment a PPC campaign. I don’t want to imply that they overdid the sales pitches, because it really was pretty subtle, but at the end, all I really got out of this presentation was that I need tools to manage large Facebook ad campaigns.
SEOs use a variety of tactics to determine what Google thinks about them– their homepage PR, backlinks listed, page indexed, rankings on key terms, how much traffic they get, and so forth. One of my favorites is to look at how many sitelinks are listed. Below is a search on our company name.
See those 8 links underneath our first listing? Those are called sitelinks and you cannot directly control which ones show up or how many of them show. The maximum number you can have is 8.
To get a sitelink, you have to show up as the #1 result and also be “authoritative”. Have you tried this on your own sites? First off, if you’re not ranking #1 on your own name, something is terribly wrong– else you’re brand new or have chosen a generic name that is impossible.
While your Google toolbar PageRank might not change, you have to rely on other factors to tell if Google now thinks more highly of you. BlitzLocal has been at a PR5 for quite some time, but recently, has been getting more sitelinks and also is showing up in more searches related to “local online advertising” and “facebook advertising”– hence, the new sitelinks.

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