Speaking at the 2013 RBC Capital Markets’ Technology, Internet, Media and Telecommunicatons conference in Manhattan today, TripAdvisor CEO Stephen Kaufer said the company originally wanted to spend the same amount on marketing with Facebook as it does with Google. However, he was disappointed with the results. “We weren’t able to get the same traveler in shopping mode to come over to TripAdvisor in any scale that matched Google,” Kaufer said, referring to advertising on Facebook. TripAdvisor considers an ad campaign on Google a successful trial if it breaks even on acquiring a lead, and TripAdvisor sought to buy on Facebook using a similar metric, Kaufer said, but was disappointed. Get the full story at Skift