4. Shoes in the US (in millions, Q4-2012)
Mobile phones globally (in millions, Q4-2012)
115 Searches*
784 Purchased**
90 Searches*
472 Purchased***
Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) – Nate Herman, Vice
President, American Apparel & Footwear Association, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012”
Search represents a fraction of purchase intent
5. How do you capture time and attention
in addition to search?
6. More time spent on FB than anywhere else online
0
2
4
6
8
10
12
14
AverageDailyMinutes
Desktop Time Spent
Source: comScore Key Measure, US Desktop, April 2013
7. Facebook and Search working together
Source: Quantifying the Impact of Multi-touch Attribution
across hundreds of millions of clicks, Retail and FinServ verticals
Kenshoo Research, August 2013
12% to 30%
using Last Click
Facebook undervalued by
Last Ad measurement undervalued
Facebook advertising by 12-30%
relative to each of the five
alternate attribution models.
10. Reach your best customers
The men’s private-sale site uses Facebook Ads and targeting to acquire more than 1/5 of its members.
Using Custom Audiences
6x
return on
advertising
spend
Source: Facebook case study
11. Reach your next customers
Using Facebook Lookalikes
Fab.com scaled its Facebook activity to Europe and achieved a 10-fold increase in people’s
purchase intent. 14 million people use Fab’s website and mobile apps worldwide
Source: Facebook case study
Facebook page
post ad
50%Greater LTV for
customers acquired using
Lookalike Audiences
compared to standard
targeting
12. Ensure loyalty
Using Facebook retargeting on FBX
Source: Quantifying the Impact of Multi-touch Attribution
Across 1 billion impressions on Facebook Exchange, Includes Retail, FinServ, and Lead-Gen Verticals
Kenshoo Research, August 2013
8.1XReturn on advertising
spend using FBX, 1.8X
higher with dynamic vs.
static creative
13. How can you measure growth across
the purchase funnel?
14. Measure the impact of Search + Facebook
Group A Group B Control
The test
Facebook
Marketplace
Search
FBX
›
15. Determine the optimal media mix
Metrics:
• Avg. return on ad spend
• Avg. cost per acquisition
• Avg. time to convert
Search No Search
Facebook
No Facebook
16. Measure in-store sales with retail MMM feed
1. Use Facebook’s
MMM feed for retail
2. MMM vendor
analysis
3. See in-store
ROI by channel
Regress
Transform
› ›
17. Next steps:
1. Scale Facebook media. Measure using MTA and MMM.
2. Leverage Facebook best practices (Custom Audiences, Lookalikes,
FBX)
3. Join the Search + Facebook research we’re conducting right now!
Drive results
with Search + Facebook