<http://searchengineland.com/why-facebook-ppc-is-crucial-for-branding-how-to-sell-your-boss-33965>
**
**by Marty Weintraub**
<http://searchengineland.com/library/brand-aid/>
On Christmas Eve, December 24th, Facebook garnered 7.56% of United
States internet traffic market share, whereas Google had 7.54%.
Subsequently on Christmas Day, December 25th, Facebook's piece of pie
ballooned to a whopping 7.81% while Google dropped a bit to 7.51%. The
day after Christmas, December 26, Google regained its stature as most
visited site in the US with 7.33% share, while Facebook retained
7.12%.
The ramifications of these stunning statistics, which truly reflect
the massive girth of Facebook's 350 million users, simply can't be
stressed enough to brand managers. To my mind, failure to consider
Facebook PPC might now be considered negligent, analogous to
dismissing the importance of using traditional PPC for branding.
Let's analyze reasonable statistics and a case study of a fictional
company, culled from an average of moderately large brands we provide
services for. We'll call it "ACME Widget Company." This post offers a
format for presenting data to decision makers. Just fill in your own
data and adapt as prudent to embrace the realities of products your
brand proffers and the function of your site.
ACME PPC monthly impressions volume. ACME buys traditional Pay Per
Click text ads on Google, Yahoo and Bing on an ongoing basis for
branding purposes. The value has been proven over time. The KPIs (key
performance indicators) for PPC brand advertising are: branding and to
engage visitors in compelling content to further support the brand by
off-page social engagement.
Success is directly measurable by:
Average pageviews per click including return visits over 30 days
Cost per pageview including return visits over 30 days
Email newsletter subscriptions within 30 days
Exit clicks to Facebook, Twitter and YouTube during any session
Indirect (not directly measurable) by:
YouTube channel views
Facebook fan page signups
Site's blog content broadcast and rebroadcast via Twitter, Facebook
(as measurable via internal search) and other channels as measured by
a monitoring service like PostRank <http://www.postrank.com/>
Search PPC keywords driving impressions are typically a mix of brand,
category and product terms. Facebook impressions are generated by
marketing to users identified as passionate about ("interested in")
brand terms and categories highly related to ACME's products.
Remember, this is not "search" traffic. Nobody's typing anything into
a box to seek information.
For instance, if ACME is selling non-stick cookie sheets, Facebook
segments might include users interested in "cookie baking" and "cookie
baking recipes," in addition to ACME's brand name permutations.
As a straight up math problem, it's pretty much a no-brainer for ACME
to market with Facebook PPC to scale their KPIs. The lift is palpable.
Though the site's performance is not stellar, the client is redoing
the site and results are still somewhat decent. It's reasonable to
expect that any on-site performance lifts due to improvement will
scale to somewhat evenly for both search engine PPC and Facebook PPC.
PPC keyword search traffic on Google, Yahoo, Bing
Here are some stats for both a traditional search advertising
campaign (ACME does not market in content networks), a Facebook
campaign, and the lift provided by the Facebook campaign.
09' Monthly average Google AdWords impressions: 36,589,022
09' Monthly average Yahoo and Bing PPC impressions: 4,457,198
Average Google, Yahoo, Bing CTR (click through ratio): 2.6%
Average CPC (cost per click): $.78
Annual monthly PPC cost: $832,417
Average monthly PPC traffic: 1,067,201
Average PPC pageviews per click including return visits over 90 days:
2.1
Total monthly average PPC pageviews: 2,241,122
Cost per PPC pageview including return visits over 30 days: $.37
Average monthly email/newsletter subscriptions (.001 of PPC
pageviews): 2241
Exit clicks to Facebook, Twitter and YouTube (.0017) of PPC
pageviews): 3810
Facebook PPC "interest" traffic via Google, Yahoo and Bing PPC
campaigns
2009 monthly average Facebook PPC impressions: 4,457,198
Average Facebook CTR: .0098%
Average CPC: $.51
Annual monthly PPC Cost: $22,277
Average Facebook PPC traffic: 43,681
Average PPC pageviews per click including return visits over 90 Days:
3.6
Total monthly average PPC pageviews: 157,251
Cost per PPC pageview including return visits over 30 days: $.14
Average monthly email/newsletter subscriptions (.001 of PPC
pageviews): 157
Exit clicks to Facebook, Twitter and YouTube (.0124%) of PPC
pageviews): 1950
Analysis of Facebook lift
Cost: Facebook PPC increases costs +2.6%
Impressions: Facebook PPC lifts impressions +10.8%
Traffic: Facebook PPC lifts traffic +4.1%
Average PPC pageviews: Facebook lifts +.58%
Average monthly email/newsletter subscriptions: Facebook lifts +7%
Exit clicks to Facebook, Twitter and YouTube (1.24%) of PPC
pageviews): Facebook lifts social media exits by 51%
Wow! It only stands to reason that users who click from social media
are more likely to exit to a social media KPI. The cost differential
from traditional PPC to Facebook PPC is likely window, which will
close, as more big brands notice the opportunity. The numbers above
are averages of several projects we've worked on. We're already
noticing significant price increases in some categories. That said,
for now it's the wild (and often uncontested) west.
If that's not enough, here are nine more compelling reasons to run an
ongoing Facebook PPC program:
32,460 Users "Like" ACME and Are /not/ Friends of ACME fan page yet.
12,454,060 identified users and 19-20 million estimated Facebook
users are devoted to categories related ACME Products.
10% PPC traffic lift at-will for any traffic related KPI (aren't they
all?)
Defend crucial space vs. negligence: this is a simple matter of
reputation management
Every Facebook impression is a priceless branding vehicle
Environment so completely viral, any message can explode, diluting
the global CPA
PPC (Facebook and AdWords) proven avenue to build fan page
Demographic detail on impressions and users is state of the art, low
cost. Use responder demographics data to learn more about customers.
Facebook + AdWords Data = Priceless insight to advise SEO process,
messages, content design and organic conversion funnels
Do you experience a similar lift with your Facebook campaigns? Please
share your experiences in the comments section below.
Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.
Marty Weintraub
<http://searchengineland.com/author/marty-weintraub/>
is president of aimClear; an internet focused Advertising Agency
<http://www.aimclear.com/>
with offices in Minnesota. aimClear provides natural search
optimization (SEO), traditional & social pay-per-click (PPC)
management, and social media/feed marketing (SMO) services to national
clients.
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