facebook ads: run them like a pro
DESCRIPTION
This is RedEngine Digital's presentation at the DAMW's Digital Day Forum 2013. Speakers: - Nadalie Dias, Digital Marketing Specialist, RedEngine Digital - Kiera Stein, Web Content Manager, CARE USA Description: The growth of Facebook advertising is unquestionable. Facebook ads can not only be effective and affordable, but also a great place to test digital campaigns. But are you taking full advantage of them? Are they helping you gain new donors and supporters? In this session we will share tips on how to improve the effectiveness and ROI of your Facebook Ads, we will talk about Facebook Marketplace Ads, Facebook Exchange, Facebook Lookalike Audiences, how your ads can help you support multichannel campaigns, how to take advantage of Facebook as a testing environment and of course, we will show you real examples of winning ads, so you can leave this session feeling like a Facebook pro. Learning objectives 1. Share actionable tactics to define goals and KPIs, content and offer alignment for different Facebook advertising options and budgets 2. Learn how Facebook Ads can help you test digital campaigns, and support other social media and multichannel campaigns 3. See examples and results of high and poor performing types of ad content, ad copy and targetingTRANSCRIPT
Facebook Ads: Run Them Like a Pro
Nadalie DiasDigital Marketing SpecialistRedEngine DigitalTwitter: @redengine
Kiera SteinWeb Content ManagerCARE USATwitter: @care
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Twitter:#fbnonprofits@redengine@thedmaw@care
Facebook: https://www.facebook.com/redenginedigital
Why Facebook Ads?
Inventory & Scale Value
Easy to Use
(Self-Service)
Integration of other Channels
Campaign Basics : Setup
1. Create a Business Account
• Setup funding source• Adjust settings
2. Create Conversion Pixel
• Create a JavaScript code snippet to place on your conversion pages
3. Download Power Editor Chrome Extension
• Sync all campaigns
Campaign Basics: Goals & KPIs
Goals
Engagement KPIs
Click through rate
Conversion rate of engagement action
Fundraising KPIs
Cost per acquisition
Return on ad spend
Conversion rate
Facebook Marketplace
Custom Audiences
• Target your Sponsored Story or ad to a specific set of users
• Audiences can be defined by either user email address, Facebook UIDs, user phone numbers, app user IDs, or Apple's IDFA
• Use Partnerships to leverage 3rd party cookie data
Lookalike
• Using Custom Audiences, you can create an audience that targets people who are similar to your custom audience list.
• Lookalike audiences help you reach people who are similar to your current supporters
Facebook Marketplace
Promoted Posts
• They appear higher in News Feed
• You can promote a post from your Facebook page
3,550 likes, 112 comments and 730 Shares
$2,318 via 23 donations, spent $2,940
Promoted Posts: Spring Matching Gift
$526 via 15 donations, spent $300 $410 via 17 donations, spent $300
Spring Matching Gift
• 2,921 clicks• 11,381
likes, comments, replies & retweets
• $2,823 via 97 donations
• Spent $2,589
Promoted Posts: Sahel Food Crisis
$1,155 via 4 donations, spent $500
Spring Matching Gift
Social media raised $5,071 via 58 donations around the topic of the Sahel in 2012.
Spring Matching Gift
$880 via 12 donations, spent $300
Facebook Exchange: Segmentation
Segmentation & Bidding Strategy
• Determine your audience pools based upon the following factors• Top visited
pages• # of pageviews• e-commerce
Landing pages• Identify your
conversion funnel
Homepage
Pledges and Email Sign ups
Donation Forms
Facebook Exchange: Segmentation
• Only visited homepage
• Bid less: $0.69-$0.75
Bob
• Signs a pledge
• Bid more: $0.75-$1.00
Sally
• Visits a donation form
• Bid more aggressively: $1.00-$1.50
Debbie
Facebook Exchange: Attribution
Post Click & Post Impression actions
• Recommend counting both• How should we attribute/weight?
Look back windows
• Identify your look back window based upon your sale cycle
• Average look back window is 30 days• I wouldn’t recommend over 90 days
Display ad (impression)
is seen but not clicked
Consumer visits and purchases/submits
lead from advertisers website at later date
Original display ad/impression is
given due credit for the conversion
Creative Dos and Don’ts
Do Make it short Make it relatable Make it personal Use striking image but not off-
putting Test copy and messaging
Don’t Use formal language Run same ads too long Run constantly! Run ads only
when you have an important campaign
Do Be concise Feature a clear Call to Action Make it personal Test different Call to Actions Test copy and imagery
Don’t Use copy that’s hard to
understand Oversaturate Synchronize messaging or
make your copy consistent
In News Feed In Right-Hand Rail
Campaign Examples
Fundraising
Redengine’s paid Facebook campaign
for Matching Gift with CARE resulted in:
Decreased CPA by 100% from beginning of campaign to end
While maintaining an ROA over 300%
Poor Performing Campaigns
Play to your organizations strengths
Don’t run generic campaigns that won’t connect at a personal
level with your FB audience
Use great images, heart warming stories, and striking statistics
Campaign Examples
Engagement
CARE’s paid Facebook
campaign for Facebook Like
Drive resulted in:
Grew Facebook audience by 38%.
Avg. Cost per like was $1.34
Poor Performing Campaigns
Weigh the “cost” of what you’re asking them to do against your man-power
Don’t adopt the “shiny new thing” at the cost of
usability
Be wary of “Hallmark Holidays” – it’s a crowded space
Facebook In Your Multichannel Campaign
Synchronizing messaging across
channels• Direct mail, email, DRTV,
etc.
Planning frequency • If possible, use an attribution solution
Analysis• Attribution• Weighting
Multichannel Campaigns Let’s talk attributio
n
Display Advertisin
g
Paid Search
Organic Search
DirectReferralSocialEmail
Display Advertisin
g
Paid Search
Organic Search
DirectReferralSocialEmail
First touch model
Last touch model
100% Conversion Value
100% Conversion Value
Attribution
Benefits of Attribution
• It gives you a 360 view into results of your advertising efforts
• Shows relationships between all channels and the pathway to conversion
• It can help you with budget allocation and planning• Demonstrates the value and the role social media
plays in your path to conversion• Associates ROI to your campaigns even if they
aren’t direct response driven
Analysis & Attribution
Create attribution
model
Weight all conversions
Identify path to
conversions
Key Takeaways
Allows you to
customize your
messaging
Large scalabilit
y
Gives you constant
brand visibility in a cost effective
manner
Got Questions?Contact RedEngine Digital!:Facebook: www.facebook.com/redenginedigital Twitter: @redengine #fbnonprofitsEmail: [email protected]: 703-556-8489
Thank You!