This deck is from Aaron Goldman's session at ad:tech San Francisco 2012, Facebook vs. Google. This session covered topics including: the difference in ROI for comparable display ad campaigns on Facebook vs. Google, insights into whether it’s worthwhile to create campaigns that run across multiple Google products, and a sneak peek at new ad units and offerings from both companies, presented by customers in the know.

1. Facebook
vs.
Google
@AaronGoldman
@Kenshoo

2. Facebook
vs.
Google
Facebook.com/Kenshoo
Plus.Google.com/u/0/116913360207972147879

3. You Be the Judge
1. Reach
2. Engagement
3. Formats
4. Targeting
5. Insights
6. Pricing
7. ROI
8. Branding
9. Direct Response
10.Rap

4. Round 1: Reach

5. Round 2: Engagement

6. Round 2: Engagement
Click Rate Distribution Between Paid Social and Search Campaigns
# of Campaigns
Social
Search
CTR

7. Round 2: Engagement
Click Rate Distribution Between Paid Social and Search Campaigns
# of Campaigns
Social
Search
CTR

8. Round 3: Formats

9. Round 3: Formats

10. Round 3: Formats

11. Round 3: Formats

12. Round 3: Formats

13. Round 3: Formats

14. Round 4: Targeting

15. Round 4: Targeting

16. Round 4: Targeting

17. Round 4: Targeting

18. Round 4: Targeting

19. Round 4: Targeting

20. Round 4: Targeting

21. Round 4: Targeting

22. Round 5: Insights

23. Round 5: Insights

24. Round 5: Insights

25. Round 5: Insights

26. Round 5: Insights

27. Round 5: Insights

28. Round 5: Insights

29. Round 6: Pricing

30. Round 6: Pricing

31. Round 7: ROI
Awareness
Consideration
Intent
Purchase

32. Round 7: ROI
Awareness
Consideration
Intent
Purchase
Customer
Repeat
Loyal
Advocate

33. Round 7: ROI
Awareness
Consideration
Intent
Purchase
Customer
Repeat
Loyal
Advocate

34. Round 8: Branding
Awareness
Consideration
Intent
Purchase
Customer
Repeat
Loyal
Advocate

35. Round 9: Direct Response
Awareness
Consideration
Intent
Purchase
Customer
Repeat
Loyal
Advocate

36. Round 10: The Battle Continues

37. Round 10: The Battle Continues
SOLO

38. Rap Keywords from the Audience
• Mobile
• Likes and interest
• HP
• Open graph
• Matt Cutts
• Conversion
• ROI
• Sales