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Effective Social Media Advertising on $100 a Month

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Effective Social Media Advertising on $100 a Month

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Presented at the 2019 Nonprofit Technology Conference with Power Poetry.

Learning Outcomes:
Identify the best platforms to make the most effective use of your organization’s budget
Find and target the audiences most likely to convert and identify measurable actions that define conversion
Measure and track social advertising campaigns and know when to pivot based on success rate


Not every nonprofit has a five-figure budget to spend on social media advertising. So how do you rise above the noise and reach the audiences that matter most to your organization? Looking at several case studies that have shown high results on small investments, we showed how to identify the advertising platforms that give you the largest ROI for your organization and plan a campaign—from targeting to messaging to measuring—that can be run on $100 a month. We also covered the next steps to take to start #winning at paid social.

Full resources: https://www.wholewhale.com/19ntcleanads/

Presented at the 2019 Nonprofit Technology Conference with Power Poetry.

Learning Outcomes:
Identify the best platforms to make the most effective use of your organization’s budget
Find and target the audiences most likely to convert and identify measurable actions that define conversion
Measure and track social advertising campaigns and know when to pivot based on success rate


Not every nonprofit has a five-figure budget to spend on social media advertising. So how do you rise above the noise and reach the audiences that matter most to your organization? Looking at several case studies that have shown high results on small investments, we showed how to identify the advertising platforms that give you the largest ROI for your organization and plan a campaign—from targeting to messaging to measuring—that can be run on $100 a month. We also covered the next steps to take to start #winning at paid social.

Full resources: https://www.wholewhale.com/19ntcleanads/

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Effective Social Media Advertising on $100 a Month

  1. 1. powerpoetry.org @powerpoetry | wholewhale.com @wholewhale #19NTCleanads Effective Social Advertising on $100 a Month NTC March 2019
  2. 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. 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. 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. 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. 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. 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. 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. 9. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Video Advertising - YouTube ● Second largest search engine ● $.01 - $.07 for 30 seconds with your target audience
  10. 10. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Web Traffic + Conversions - Facebook ● Variety of objectives + ad formats ● Advanced targeting options
  11. 11. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale We hear you. Why give Facebook money?
  12. 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. 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. 14. #19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale 14 #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
  15. 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. 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. 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. 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. 19. @powerpoetry PowerPoetry.org Started from the Bottom (since 2012) 0 Poets 460k Poets 20182012 + 19 #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
  20. 20. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Digital Advertising Basics
  21. 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. 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. 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. 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. 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. 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. 27. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Account - holds ad accounts + pages Campaign - choose campaign objective Campaign Structure
  28. 28. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Most Common Ad Objectives
  29. 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. 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. 31. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Objective - Leads
  32. 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. 33. @powerpoetry PowerPoetry.org Ad Goals 33 #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
  34. 34. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Audience Targeting
  35. 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. 36. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Determining Your Target Audience
  37. 37. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Demographic Targeting ● Age range ● Gender (user-reported) ● Language
  38. 38. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Geo-targeting
  39. 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. 40. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Custom Audiences
  41. 41. @powerpoetry PowerPoetry.org Power Poetry - Audience Targeting 41 #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
  42. 42. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Budgeting + Scheduling
  43. 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. 44. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Scheduling
  45. 45. @powerpoetry PowerPoetry.org Budget and Results 45 #19NTCleadadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
  46. 46. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Creating Ads
  47. 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. 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. 49. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Ad Creative
  50. 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. 51. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale A/B Testing Ad Creative or Copy vs.
  52. 52. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale A/B Testing Ad Creative or Copy vs.4.20% CTR 2.83% CTR
  53. 53. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale A/B Testing ? Gather Data Ask Questions AnalyzeInsights Learn & Act
  54. 54. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Where To Look: Google Analytics
  55. 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. 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. 57. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Q & A
  58. 58. #19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale Let us know how it goes! Get in touch turtle@wholewhale.com

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