Facebook is huge. It is growing. The truth is, it is comparable to paid search.
The key point, however, is that the inventory available on Facebook is huge, its global, and its growing. On a dollar-for-dollar basis, Facebook and Google are performing the same on this particular campaign.
However, when the budget was ramped up by ten times, the statistics didn’t degrade for Facebook in any way. For 10 times the spend, we delivered ten times the results — with no end in sight.
With Google performance often gated by the ability of a brand to build brand awareness and drive visitors to the search engine, Facebook seems to have accelerated growth in its inventory. Facebook marketing is both the top of the funnel and the bottom.
And, it isn’t just the U.S. As stated above, we saw results in seven countries. Facebook was consistently strong — and, in fact, even stronger within Asia Pacific countries.
“We are seeing Facebook moving from a fan page to an effective advertising vehicle for promoting our campaigns and programs,” according to Corey Carrillo, senior manager of paid search at Intel Corp., which has done several promotions and campaigns on Facebook — and performance has been ramping up throughout the year. “We expect to be using Facebook as a consistent part of our overall media mix in the coming year.”