1.
powerpoetry.org @powerpoetry | wholewhale.com @wholewhale #19NTCleanads
Effective Social Advertising on $100 a
Month
NTC March 2019

2.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
A note about notes
We have kicked the party off in the NTC notes for this session:
http://bit.ly/WW-notes
(and on our website → wholewhale.com/19ntcleanads)

3.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
● The case for social media advertising
● What your nonprofit can do with $100 a month
● Measuring Success + testing
● Case Study - Power Poetry
● Q + A
What we’ll cover

4.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Who are we?
George Weiner
Co-Founder/CTO | Power Poetry
(confused new dad)
Alison Glazer
Digital Advertising Whaler | Whole
Whale

5.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Power Poetry is the largest teen poetry platform.
Creating a safe, supportive, free place to be heard.

6.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Whole Whale is a digital agency that leverages web data and technology to
increase the impact of nonprofits.

7.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
The Case for Digital Advertising
Low-cost, highly-targeted way to grow or re-engage your audience.

8.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Search Advertising - Google Ad Grant
● Free!
● Need fulfillment
● Reaching users when
they’re signaling that
they are ready to
engage

9.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Video Advertising - YouTube
● Second largest
search engine
● $.01 - $.07 for 30
seconds with your
target audience

10.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Web Traffic + Conversions - Facebook
● Variety of objectives +
ad formats
● Advanced targeting
options

11.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
We hear you.
Why give Facebook money?

12.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Organic reach ain’t what it was
● Organic reach on brand
pages on Facebook
goes down every year
● This includes Instagram,
too!

13.
#19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Total Reach 2017 to Present
ROI Decline
Regular posts that take staff time
return less reach over time.
13
#19NTCleanads
Clear push to content
creators to pay-to-play
powerpoetry.org @powerpoetry | wholewhale.com @wholewhale

14.
#19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
14
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale

15.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Time is Money
● If your team spends time creating posts for a Facebook
page, you’re already investing in the platform.
○ If you aren’t investing some $, your time is being
spent to reach a dwindling audience
● $100/month is enough to take advantage of the ad
platform

16.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
For organizations Facebook is NOT a
“social media” platform, it is an ad platform.
P.S. Instagram is next

17.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
What you can get with $100/month
● Donations
● Web traffic
● Video views
● Website conversions
● Last AND least: increase
engagement on social posts

18.
#19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Power Poetry
Largest online poetry platform for
young people.
Some #’s
● MAU: 400k
● Lifetime: 460k
● $1k Scholarship Slams all time: 25
● School Classroom Groups: 160
● Poetry Teachers Trained: 2,100
● Staff: 2.5
● Annual revenue: $72k
15.5m days
Educational days (24hrs) added in 2018
8.3m days
All users
US users
18@powerpoetry | powerpoetry.org #19NTCleanads
Safe - Supportive - Creative - Free

19.
@powerpoetry PowerPoetry.org
Started from the Bottom (since 2012)
0 Poets
460k Poets
20182012
+
19
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale

20.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Digital Advertising Basics

21.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Digital Advertising Process
1. Determine digital goals + campaign objective
2. Select targeting for key audiences
3. Choose budgets and schedules
4. Select creative (video, image, etc.) and write copy for your ads
5. Analyze performance

22.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Commitment CurveLEVELOFCOMMITMENT
TIME ENGAGED
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
LIKE
SHARE
SIGN UP
CONTRIBUTE
DONATE $$
ATTEND
VIEW
INVITE

23.
@powerpoetry PowerPoetry.org
23
@powerpoetry | powerpoetry.org #19NTCleanads
LEVELOFCOMMITMENT
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
ENGAGE
SIGN UP
CREATE GROUP
VIEW
INVITE STUDENTS
Commitment Curve - Power Poetry

24.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Cost Per Acquisition
LEVELOFCOMMITMENT
$1.46 per email*
$65 per donor*
$0.48 per
click*
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
LIKE
SHARE
SIGN UP
CONTRIBUTE
CREATE GROUP
ATTEND
VIEW
INVITE
*M&R Benchmark 2017

25.
@powerpoetry PowerPoetry.org
Teacher ads YTD
25
#19NTCleanads
LEVELOFCOMMITMENT
$3.44 per teacher
$0.31 per click
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
ENGAGE
SIGN UP
CREATE GROUP
VIEW
INVITE STUDENTS
powerpoetry.org @powerpoetry | wholewhale.com @wholewhale

26.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Campaign Structure
Account - Manage ad accounts + pages
Campaign - Choose campaign objective (aka ad type)
Ad Set - Set targeting, budget, schedule
Ads - Configure ad format (copy, creative, URL)
etc.)

27.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Account - holds ad accounts + pages
Campaign - choose campaign objective
Campaign Structure

28.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Most Common Ad Objectives

29.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Objective - Site Traffic
● Send high-quality site traffic
from your target audience
● $.30 - $5 per session on site

30.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Objective - Video Views
● Upload video directly
to Facebook
● Pay per 2 or 10-second
view
● Generally $.01 per 2
sec, $.09+ for 10 sec
view on Facebook

31.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Objective - Leads

32.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Objective - Conversions
● Drive specific user actions on
your website (donations, form
submissions, podcast downloads,
etc.)
● Requires Facebook Pixel
● CPA varies - $.35 - $60+
depending on audience size and
CTA

33.
@powerpoetry PowerPoetry.org
Ad Goals
33
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale

34.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Audience Targeting

35.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Ad Account Structure
Account - holds ad accounts + pages
Campaign - choose campaign objective (ad type)
Ad Set - set targeting, budget, schedule

36.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Determining Your Target Audience

37.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Demographic Targeting
● Age range
● Gender
(user-reported)
● Language

38.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Geo-targeting

39.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Detailed Behavioral Targeting
Interests + Behavior
● Employer
● Industry
● Interests
● Income level
Connections
● Your followers
● Friends of your
followers

40.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Custom Audiences

41.
@powerpoetry PowerPoetry.org
Power Poetry - Audience Targeting
41
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale

42.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Budgeting + Scheduling

43.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Budgeting
● Set budgets at the ad set level
● Or, set at campaign level + allow Facebook to optimize for you -
spending more on the higher performing ad set

44.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Scheduling

45.
@powerpoetry PowerPoetry.org
Budget and Results
45
#19NTCleadadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale

46.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Creating Ads

47.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Anatomy of an Ad
Image or video*
Headline
Call to action
button
Text
Link
description
Display URL

48.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Choosing Landing Pages
● Good readability
● Key action is clear
● Clean layout
● Key information is laid
out well
● Information on page
matches what was
advertised

49.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Ad Creative

50.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Choosing Creative Assets
● Avoid stock photos
● Keep text on photos to a minimum
● Use properly sized images/video
● Put closed captioning on all videos (when
applicable)
● Keep videos short - <2 mins

51.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
A/B Testing Ad Creative or Copy
vs.

52.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
A/B Testing Ad Creative or Copy
vs.4.20% CTR 2.83% CTR

53.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
A/B Testing
?
Gather Data
Ask
Questions
AnalyzeInsights
Learn
& Act

54.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Where To Look: Google Analytics

55.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Where To Look: Facebook Analytics
You must have a Facebook pixel on your site to use Facebook Analytics.

56.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
In summary
● If you’re spending time, you’re already spending money
● For organizations, Facebook is an ad platform, not a
social media platform
● Spending as little as $100/month can amplify your work

57.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Q & A

58.
#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Let us know how it
goes!
Get in touch
turtle@wholewhale.com