We live in a social centric world. Give your alumni a better shot to hear about events, pages and giving campaigns with a boost from Facebook Ads. Learn the latest trends of the world's largest social network, the in-and-outs of Facebook Ads and how Advancement Offices, from schools such as Brown University and Bowdoin College, have been able to successfully launch and measure ads on Facebook.

1. Making Your Community’s News Feed:
Facebook Ads for Advancement
#FBADvance

2. Goals for Today
1) Describe primary types of Facebook ads
2) Break down how to run FB ad campaign
3) Provide examples and recommendations
4) Lastly, get feedback and stories about the
campaigns you run in the coming weeks
#FBADvance

3. Spring 2010
#FBADvance

4. Since then...
#FBADvance

5. Facebook’s Ad Network
#FBADvance

6. Today, there are over 1 billion users
on Facebook.*
#FBADvance
*USA TODAY

7. If Facebook Was a Country...*
China
#FBADvance
India
Facebook
USA
*Wikipedia Country Populations

8. 23% of Facebook Users
Check Their Account at
Least 5x a Day*
#FBADvance
*Inbound Marketing Agents

9. > $1B in Ad Revenue Last Quarter

10. 2 Primary
Facebook Ad Types
#FBADvance

11. 1. External Ads
• An Ad to an external link
Annual Giving Page
#FBADvance
Alumni App Download

12. 2. Engagement Ads
• An Ad for a Page, Facebook App or Event
Alumni Association Page Promotion
#FBADvance

13. Engagement Ads: Sponsored Stories
• Ads through engagement: likes & comments
Chapter Page Promotion
#FBADvance

14. Engagement Ads: Promoted Posts
#FBADvance

15. Three Steps in a Facebook Ad
Design > Targeting > Launch
#FBADvance

16. Ask these questions:
•What are my goals?
Donations? Reach? Attendance?
•How long will my campaign be?
End of Fiscal Year? Reunion?
•How much am I willing to spend?
Overall/Daily Budget
•How am I going to measure my success?
Click-Through Rates? Conversions?
#FBADvance
we’ll get to more of this
with details later on

17. Design > Targeting > Launch
• External Ad v. Engagement Ad
• Good Grammar and Nice Manners
• Insert Your Message in Your Image
• Admin = Sponsored Stories for Likes, Advanced Features
#FBADvance

18. Design > Targeting > Launch
to whom is my ad designed?
• Location, Age, Sex
• Interests (Extracurriculars)
• Friends of Fans (Associated Pages)
• Education - Field of Study - Class Year by Age
#FBADvance

19. Design > Targeting > Launch
• Terminology: Campaigns contain Ads
• Do not run an ad longer than 7 days
• CPC: Cost Per Click, CPM: Cost Per Impression
• High Bids ≠ Higher Spend
#FBADvance

20. Measuring Success:
Facebook Ad Manager
#FBADvance

21. Measuring Success:
Campaigns & Ads
#FBADvance

22. Measuring Success:
Page Insights (For Engagement Ads)
#FBADvance

23. Measuring Success:
Advanced - Reports
#FBADvance

24. Brown University (Engagement Ad)
Power of Social Proof

25. Bowdoin College (External Ad)
$1.12 avg. CPC
.03% CTR
10% Conversion Rate
“Added Campaign Layer”
*Measuring LTV > Donations*

26. Amherst College (External Ad)

27. There’s always something new.

28. Recommendations
1) Focus on Life Time Value (LTV)
Importance of Facebook Likes
Not Always $1 In and $2 Out
2) Leverage Facebook’s Uniqueness
Sponsored Stories
Advanced Targeting
3) Run A/B Tests
Run Two Campaigns, Test Ad Variables One at a Time
Cost Per Action Relative to Other Marketing Costs

29. Q&A

30. Additional Resources
evertrue.com/blog
evertrue.com/resources

31. Learn More at
www.evertrue.com
intro@evertrue.com