Why search PPC marketers are short-term thinkers

 

 

 

Yesterday, I was talking with a large retailer about how to optimize Facebook ad campaigns. They had successfully moved down the curve – building fans (they now have 16 million), then building engagement (their PTAT is about half a million), then driving conversions (playing with offers and contests).

They began by optimizing to a cost per fan, then moved into a cost-per-engagement model. They know that comments are worth more than likes and that posts are worth more than comments, so they bid appropriately, as any good search marketer would.

facebook brand impressions

But then they wanted to measure the organic and viral lift of their Facebook ads. For each post, how much amplification were they getting? How about new users they’ve never seen before?

When optimizing to CPF (cost per fan), were they inadvertently going after the lowest-quality fans? Perhaps this didn’t align with the demographics of real-world fans.

And were they dumbing down their content accidentally by blindly promoting posts only on which drew the most interactions? Maybe they skewed towards photos of puppies/babies/bacon? Different posts should have different objectives– not all lumped into the same bucket for comparison.

At the core of the problem is that search PPC marketers are trained to go for immediate conversion – the search box provides immediate demand, against which you compete against other vendors trying to satisfy that query. You pay each time to show in the auction.

Yet social PPC marketers go for many lightweight interactions over time, like a dating ritual. There is value in getting the other person’s phone number, going on a first date, and other steps prior to consummation. In Facebook, we pay to get the initial engagement, but then get the benefit of being able to talk to that fan later without necessarily having to pay.

facebook page engagement

This distortion causes many search PPC marketers to be short-term thinkers when it comes to social. These are some tenets we live by:

  • There is investment cost to generate relationships that pay off over time, yet are still measurable.
  • The power of social ads is amplifying what customers are saying about you, not by directly marketing at them.

If you’re a direct marketer, have you adjusted your attribution model to account for this? How about the impact of a fan influencing their friends in the real world (not in a string of comments on a Facebook post), which drives loyalty and LTR?

How effectively can influence be measured in impressions, clicks, and CTR/CPC?

brand reach facebook

Worth considering.

Dennis Yu

Dennis Yu

About Dennis Yu

Dennis Yu is the Chief Architect / CTO of BlitzMetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also an author at InsideFacebook and AllFacebook. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics.com, his blog, or on Facebook. "Dont miss this one - Dennis knows his stuff, and he has data to prove it! He's one of the REAL experts out there on Facebook advertising. I always look forward to chatting with Dennis and learning from him" -Jesse Stay, Author of 'I'm On Facebook - Now What??' "Totally worth checking out. Dennis knows more about Facebook marketing than the majority of people working at Facebook itself!" -Dave Taylor, CEO of Intuitive Systems, LLC
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