Our goal for these test clients was to distribute spend across each channel in the most efficient way possible, to effect the most conversions at the lowest possible cost-per-conversion.
Of course, each campaign is built to the specifications of each client. For example, search keywords relate to the types of deals that the client offers. If the brand is a retailer; the keywords will reflect this season's offers, sale prices, limited offer availability and so on.
This is done using our Advanced Campaign Management system, which connects the search campaign to a data feed provided by the brand, so that the information in the search ads is always up to date with the latest inventory or deal information.
Once the campaigns are up and running, and optimised to the most efficient level, we can analyse the spend distribution across the two channels. A simulation model shows the performance of each campaign at various spend levels, based on the models that our bidding technology creates, for each campaign.
This examines how each campaign measures up against its original objective (in our test cases, to get the most effective cost per acquisition, rather than maximising the reach of the campaign).
We are then able to compare the CPA results for a number of different spend levels (for example, how each campaign performs on 20 different spend levels between 100 and 5000, depending on client budgets).
Topics: Lead Generation, Multichannel Marketing, Search Marketing – Paid (PPC), Social Networks Online Communities, Strategy Planning, Web Analytics Optimisation
In terms of the Search campaigns you ran across Google, Yahoo and Bing, what kind of keywords were you bidding on? Were they terms that could only relate to the brand itself or unique deals they were running?
I just wondered if the above stats purely relate to a comparison of those users already affiliated or familiar with a particular brand, or if any other users were targeted?
If the product is right proactive targeting on search engines should always perform better than FB. At least this is what we see in Jersey, on average search is 50% more cost effective.
Many Voices, One Message: Shaping Valuable Conversations in Fragmenting Channels explores the current state of online communications through the eyes of senior communications executives from around the world. Produced in association with Bite Communications, the report includes chapters on the collision between digital and traditional communications, new roles for communications teams, the prospects for automation and skill sets for communicators in the future-present.
<br/><br/><a href="http://econsultancy.com/blog/7383-how-is-facebook-advertising-performing-against-search">Read more…</a><br/><br/>
Read it all at econsultancy.com
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