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 targeting
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Facebook Ads: Run Them Like a Pro
1. Facebook Ads: Run Them Like a Pro
Kiera Stein
Web Content Manager
CARE USA
Twitter: @care
Nadalie Dias
Digital Marketing
Specialist
RedEngine Digital
Twitter: @redengine
Follow the Conversation:
Twitter:
#fbnonprofits
@redengine
@thedmaw
@care
Facebook:
https://www.facebook.com/re
denginedigital
3. 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
4. Campaign Basics: Goals & KPIs
Click through rate
Engagement KPIs
Goals
Conversion rate of
engagement action
Cost per acquisition
Fundraising KPIs
Return on ad spend
Conversion rate
5. 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
6. Facebook Marketplace
3,550 likes, 112 comments and 730 Shares
Promoted
Posts
• They
appear
higher in
News
Feed
• You can
promote a
post from
your
Facebook
page
$2,318 via 23 donations, spent $2,940
7. 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
8. 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.
$880 via 12 donations, spent $300
Spring Matching
Gift
9. 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
Donation
Forms
Pledges
and Email
Sign ups
Homepage
10. Facebook Exchange: Segmentation
Bob
• Only visited
homepage
• Bid less:
$0.69-$0.75
Sally
• Signs a
pledge
• Bid more:
$0.75-$1.00
Debbie
• Visits a
donation
form
• Bid more
aggressively:
$1.00-$1.50
11. Facebook Exchange: Attribution
Post Click & Post Impression actions
•Recommend counting both
•How should we attribute/weight?
Display ad
(impression)
is seen but not clicked
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
Consumer visits and
purchases/submits
lead from advertisers
website at later date
Original display
ad/impression is given
due credit for the
conversion
12. Creative Dos and Don’ts
In News Feed
Do
Make it short
Make it relatable
Make it personal
Use striking image but not offputting
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
In Right-Hand Rail
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
14. 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
16. 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
17. Facebook In Your Multichannel Campaign
Synchronizing
messaging across
channels
•Direct mail, email, DRTV,
etc.
Planning frequency
Analysis
•If possible, use an attribution
solution
•Attribution
•Weighting
18. Multichannel Campaigns
Let’s talk
attribution
First touch model
Email
Display
Advertising
Organic
Search
Paid
Search
Social
Referral
Direct
Organic
Search
Paid
Search
Social
Referral
Direct
100% Conversion
Value
Last touch model
Email
Display
Advertising
100% Conversion
Value
19. 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
FB’s guide to creating FB ads: https://www.facebook-studio.com/fbassets/resource/34/ProductGuideCreateFlowUpdates4-15-2012.pdf
Look a like modeling Can match based upon to approaches “simplicity”- this finds new audiences based upon tight matches to the audience requirements Reach- broader match intended to increase the # of users who see your ads – Branding PartnershipsLayering 3rd party cookie data from BlueKai. This allows you to get more granular in your targeting but it also increases your CPM. Narrowing the scope beyond the generic demographic and interest targeting information.
The IDG promoted engagement post drove 104 people to take CARE’s IDG advocacy action. When shared, the arrow points to the sharer’s profile photo as an enticing engagement opportunity. It garnered 3,550 likes, 112 comments and was shared 730 times.The following Facebook “coupon” was advertised December 20-31 and raised $2,318 via 23 donations. It garnered 1,940 likes, 42 comments and was shared 202 times.
CC Images courtesy of Colin and Sarah Northway, Fibonacci Blue and F Delventhalat Flickr
Top performing Ad Content- synchronize your remarketing and traditional facebook ad messagingAd Copy- have a strong CTA in your title Segmentation- target your messaging to your segmentation. Make sure your segmentation is reflective of your campaign goals. Scale/ Reach- what are your goals? Make sure your targeting/ segmentation strategy is reflective of your website traffic trends. Poor performing Ad Content- this ad content was centered around a day that wasn’t well promoted on their website or via other channels. Ad Copy- the call to action in the 2nd example was too generic/ didn’t create an emotional connection with CARE’s audience baseSegmentation- our segmentation strategy was too broad so we waste money on impressions that didn’t result in conversions. This was at the beginning of our remarketing campaigns, so we need to do this sort of testing to get a better understanding of our audiences. Scale/ Reach
Have a clear and well thought out campaign to support you efforts on FB. Having synergy in your messaging, imagery and promotions increases the overall ROA of your FB campaigns. For example last year we ran a FBX campaign at EOY we ran generic CARE ads that emphasized the importance of give a tax deductible donations, these ads didn’t resonate as well as so more conceptually/ thematically driven campaign we have run since. Play to your organizations strengths, if you have great imagery, heart warming stories, startling statistics, ground breaking work leverage that information in your facebook ads.
We need to ask Kiera what previous avg. cost per like was previously, were they able to decrease this number? Nadalie – I checked and it was exactly the same. To be honest, it wasn’t really a metric I paid much attention to during the campaign.
Using click tags on your Facebookadvertisting provided by for example doubleclick (but can also use other ad servers) allows you to see your entire advertising’s efforts path to conversion. This can be a great tool for helping plan you next fiscal year’s budget. Once you have broad picture of your conversion pathway you can create a unique model that is specific to your organization. Once you have the pathway mapped out you can create a weighting system which will be based upon the number of assisted conversions each channel brings in. CC photos from WindellOskay, Joe Lanmanc, and Danny Sullivan via Flickr
How did your digital lead interact with your organization
Using click tags on your Facebookadvertisting provided by for example doubleclick (but can also use other ad servers) allows you to see your entire advertising’s efforts path to conversion. This can be a great tool for helping plan you next fiscal year’s budget. Once you have broad picture of your conversion pathway you can create a unique model that is specific to your organization. Once you have the pathway mapped out you can create a weighting system which will be based upon the number of assisted conversions each channel brings in.