Our First Facebook DR Success

This chart could be the electrocardiogram of a nascent DR channel. It’s the results of the first convincingly successful Facebook DR campaign managed by Razorfish Search.

Since our second success was even more profitable, we thought it time to let the world know: It might not be long before moving money from Google Content to Facebook becomes a routine task for search managers with DR goals.

You need a savvy DR team and a state-of-the-art toolset to drive positive ROI with Facebook ads. (Razorfish uses Marin Search Marketer, which accesses Facebook’s API and tracks through our proprietary integration with Atlas Media Console). The publisher was helpful but can’t provide much guidance. This is all brand new, and Facebook’s stated focus is on brand advertising. It’s clearly in the up-and-comer’s interest to downplay the threat it represents to Google’s bread-and-butter. But for those of us on the buy side, the results speak for themselves.

Email us if you want to hear more.

Last month, Razorfish Search kicked off Practical Steps Towards Integrated Direct-Response Marketing, a POV series written by Adam Heimlich, Group Search Director at Razorfish, in collaboration with Google and vertical experts within Razorfish.

This month, we’re pleased to bring you Part Two of the series: Integrated DR Marketing for Multi-Channel Retailers. Co-authored by Adam Heimlich (Razorfish) and Brett Goffin (Google), the whitepaper outlines steps to integrate digital into the existing acquisition and retention efforts of multi-channel retailers. We want to hear from you, so read it and share your thoughts.

In case you missed it, here’s Part One of the series: Google’s Development Roadmap: More Info in More Places