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Efficient Frontier

When the numbers don’t add up: Our analysis of the current Facebook CPC debate

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On April 19, 2011 · Add Comment

Last week, Effi­cient Fron­tier reported a 40% QoQ increase in Face­book CPCs, and this week TBG reported an approx­i­mately 30% drop in their U.S. cam­paigns. As Twit­ter chat­ter and the blo­gos­phere debate the results, there are a few key dif­fer­ences in the num­bers that have been miss­ing from the discussion.

First, we reported...

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New guide to performance marketing for retailers

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On April 19, 2011 · Add Comment

As we’re work­ing closely with a num­ber of retail­ers to inte­grate search, dis­play and Face­book, we thought it would be use­ful to share some of our best prac­tices in a free guide avail­able to down­load here.

We recently pre­sented this paper at the Inter­net Retail­ing Expo...

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Facebook: True vs. Unique CTR

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On April 14, 2011 · Add Comment

In the search world, we cal­cu­late click-through-rate (CTR) as clicks divided by impres­sions, and it mea­sures the num­ber of times an ad was clicked ver­sus the num­ber of times it was viewed. This works a bit dif­fer­ently for Face­book. Here, a user can see the same ad mul­ti­ple times per day, which leads to both...

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Q1 2011 Global Digital Marketing Report Released

Digital Advertising, Digital Marketing · By Efficient Frontier On April 11, 2011 · Add Comment

Today we released our Q1 2011 Dig­i­tal Mar­ket­ing Report. High­lights from the report are below:

Dig­i­tal mar­ket­ing con­tin­ues to show strength in the first quar­ter of 2011. While search mar­ket­ing decel­er­ated as expected off of a big Q4 2010, YoY growth remains robust at 17%. Adver­tiser demand for Facebook’s ad prod­ucts increased sig­nif­i­cantly with spend ris­ing...

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New Facebook Case Study: RPA

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On April 7, 2011 · Add Comment

We just released a new case study on how RPA, one of the largest inde­pen­dent adver­tis­ing agen­cies, has been using our plat­form to man­age Face­book Adver­tis­ing on behalf of their clients.

After many suc­cess­ful years man­ag­ing SEM via the Effi­cient Fron­tier Plat­form, RPA was happy to see that Face­book man­age­ment was just as easy and...

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March 2011 CPCs: A strong month for Finance, but weak for Travel

Digital Advertising, Digital Marketing · By Efficient Frontier On April 6, 2011 · Add Comment

CPC (cost per click) trends in March were mixed. Increased acqui­si­tion activ­ity from finan­cial insti­tu­tions con­tributed to a sharp rise in CPCs in March. In con­trast, CPCs in travel fell both MoM (month over month) and YoY (year over year), indi­cat­ing weak­ness in the sec­tor. Retail CPCs con­tinue to increase as...

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The Google “Like”

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On March 30, 2011 · 1 Comment

Google has just announced that it is intro­duc­ing a +1 fea­ture that users will see as a small but­ton next to a Google search result and ad. When clicked, the “+1” will be shared with every­one in the user’s social net­work. The data will also be used in aggre­gate to improve search results for every­one....

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Google Comparison Ads: Friend or Foe?

Digital Advertising, Digital Marketing · By Efficient Frontier On March 30, 2011 · Add Comment

For con­sumers and per­for­mance mar­keters who may not be aware of Google Com­par­i­son Ads (GCA), it’s a prod­uct that enables users to com­pare mul­ti­ple and rel­e­vant offers from var­i­ous adver­tis­ers. Google Com­par­i­son Ads orig­i­nated in the UK mar­ket­place with the mort­gage ver­ti­cal and was first brought to the US in Octo­ber 2009. After pos­i­tive user...

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Statistics Are Like a Bikini

Digital Advertising, Digital Marketing · By Efficient Frontier On March 28, 2011 · Add Comment

“Sta­tis­tics are like a bikini – what is revealed is inter­est­ing but what is hid­den is cru­cial.” – Aaron Lev­en­stein, Asso­ciate Prof. emer­i­tus of Busi­ness, Baruch College

In my lat­est Search Engine Land col­umn, I dis­cuss how to make your sta­tis­tics skimpy yet mean­ing­ful. This is because sta­tis­tics tell us about gen­eral trends and prop­er­ties...

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Facebook 101 – Bids, Budgets, & Segments, Oh My!

Digital Advertising, Digital Marketing, Social Media · By Efficient Frontier On March 25, 2011 · Add Comment

When look­ing at a Face­book mar­ket­ing pie, some of the main ingre­di­ents are the bids, bud­gets, and seg­ments. Here are some tricks of the trade we recommend.

Bids
Face­book pro­vides a sug­gested bid range when adver­tis­ers upload their ads. Our rec­om­men­da­tion is to start at the low­est end of the bid range, and grad­u­ally...

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