The Search Discovery media team focused on the best oppor­tu­ni­ties in market to reach our client’s target audi­ence.  Face­book adver­tis­ing has become an impor­tant channel for our client’s market­ing mixes due to a variety of reasons, a few worth mention­ing are:

  1. Vast Target­ing – Facebook’s target­ing capa­bil­i­ties allow our paid media team to combine complex behav­ioral, demo­graphic, geographic and other char­ac­ter­is­tics to be laser focused on deliv­er­ing the right message to the right audi­ence at the right time.
  2. Ad Unit Types – The variety of ad types that can appear at various places within Facebook.com (and mobile) with various calls to actions or desti­na­tions provides us flex­i­bil­ity and control.
  3. Perfor­mance – Social is unique as we not only have our typical KPI’s we can set as our program goal (i.e. leads, calls, site engage­ment, down­loads, etc) but also have wonder­ful social metrics to drive commu­nity and aware­ness of the brand (i.e. page likes, shares, comments) that can lead to multi­ple actions within a single click!  Not to mention more friends of friends seeing like activ­ity as bonus word of mouth mate­r­ial.
  4. Price — Paid search inven­tory is getting more compet­i­tive and is inflat­ing bids. Face­book CPCs and reach are quite appeal­ing for our clients.  We’ve seen 40–80% cheaper CPCs compared to our PPC program.
  5. Cross Team Inte­gra­tion – Face­book  is a channel where content (SEO), commu­nity and market­ing (paid media) can work very well together to enhance return.  Our paid media team works with our SEO team and our client’s content gener­a­tion and commu­nity managers to ensure we are working well together to deliver the best messages, customer service and boost messag­ing to drive action across Face­book commu­ni­ties as well as on our client’s site.

Putting these great char­ac­ter­is­tics into prac­tice for our clients have become great stories.

 Search Discovery Facebook Execution Case Studies

Client Case Study #1 (Retail Vertical)

Chal­lenge: Client had a 2-day winter outlet sale in late Decem­ber 2013 to sell extra inven­tory

Approach: Search Discovery devel­oped a targeted Face­book campaign against non-fans, using cate­gory, inter­est and demo target­ing to reach the right consumer to buy

Results:

  • High engage­ment:
  • Top ads drove 4% CTR
  • Drove 3,500 Page Likes
  • Cost effec­tive clicks: $0.23 CPC
  • Drove $172,483 in revenue ($1988% ROAS)

Client Case Study #2 (Real Estate Vertical)

Chal­lenge:

  • Drive aware­ness and consid­er­a­tion of the Client’s brand and market divi­sions to the right target audi­ences

Approach:

  • Expand digital market­ing efforts to include Face­book where we are able to target more effec­tively using Face­book audi­ence target­ing segments as well as get lower CPC’s compared to Paid Search
  • Target­ing included:  demo­graphic, geographic, psycho­graphic and inter­ests
  • Ran a prelim­i­nary campaign for 2 months to test new approach and vali­date target­ing
  • Ad Type:  News­feed

Results:

  • Cheaper CPCs by 82%
  • Specific Divi­sion Success:
  • 3 homes SOLD (2 more closing)
  • 50% of buyers stated they had never heard of Client Brand prior to seeing ad
  • 2 buyers refer­enced seeing ad on Face­book and it influ­enc­ing their deci­sion to engage Client Brand

Client Case Study #3 (Retail Vertical)

Chal­lenge: A client expe­ri­enc­ing compet­i­tive infla­tion in paid search envi­ron­ment.

Approach: Search Discovery presented a targeted Face­book campaign to customer segments and pet owners to drive sales at a low cost

Results:

  • 63% cheaper CPC compared to Paid Search
  • 61% reduc­tion in cost per conver­sion
  • 2547% ROAS