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Pay to Play: Using Facebook Advertising to Drive Impact #17NTC

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Pay to Play: Using Facebook Advertising to Drive Impact #17NTC

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It’s no secret that you have to pay to play in order to get meaningful social media engagement these days. With the recent Facebook Ad Credit program, now is a more important time than ever to understand how to use this platform to drive brand awareness, engage your followers, and build traffic and conversions on your website.

Using impact campaigns from Greater Than AIDS (Henry J. Kaiser Family Foundation) as an example, we’ll show you how organizations can have an impact using digital advertising, no matter what their budget. Bring your thinking cap, because we’ll also work together to set up a new ad campaign from scratch. Plus, we’ll share some rapid-fire tips we’ve learned that help make the best FB ads. Whether you’re a total newbie to Facebook ads or an old pro, you’ll walk away with new ideas for ways to use Facebook to further your mission.

Takeaways:
- What’s the difference between the various ad formats?
- How much should I expect to pay, and for what?
- How can I craft an advertising plan that meets my organization’s goals?
- Finding the ROI: how do I know if it’s worth it?

It’s no secret that you have to pay to play in order to get meaningful social media engagement these days. With the recent Facebook Ad Credit program, now is a more important time than ever to understand how to use this platform to drive brand awareness, engage your followers, and build traffic and conversions on your website.

Using impact campaigns from Greater Than AIDS (Henry J. Kaiser Family Foundation) as an example, we’ll show you how organizations can have an impact using digital advertising, no matter what their budget. Bring your thinking cap, because we’ll also work together to set up a new ad campaign from scratch. Plus, we’ll share some rapid-fire tips we’ve learned that help make the best FB ads. Whether you’re a total newbie to Facebook ads or an old pro, you’ll walk away with new ideas for ways to use Facebook to further your mission.

Takeaways:
- What’s the difference between the various ad formats?
- How much should I expect to pay, and for what?
- How can I craft an advertising plan that meets my organization’s goals?
- Finding the ROI: how do I know if it’s worth it?

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Pay to Play: Using Facebook Advertising to Drive Impact #17NTC

  1. 1. Pay to Play Using Facebook Ads to Drive Impact Jennie Anderson, Greater Than AIDS, Kaiser Family Foundation Greg Thomas + Julie Leary, Whole Whale #17NTCpaytoplay
  2. 2. Tweets or it didn’t happen @WholeWhale @GreaterThanAIDS #17NTCPayToPlay http://po.st/17NTCpaytoplay wholewhale.com/nten-2017 Facebook’s decreased reach means we have to Pay To Play with FB ads #17NTCPayToPlay
  3. 3. Who are we?
  4. 4. @GreaterThanAIDS
  5. 5. @GreaterThanAIDS
  6. 6. @GreaterThanAIDS
  7. 7. Organic Facebook reach dwindling
  8. 8. Internet ad spend rocketing
  9. 9. Facebook Ad Credits: 2015 - ????
  10. 10. Engagement => Donations
  11. 11. Choosing Digital Goals On-Platform Off-Platform
  12. 12. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform
  13. 13. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform ● Quality site traffic ● Conversions ● Press/word of mouth/other
  14. 14. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform ● Quality site traffic ● Conversions ● Press/word of mouth/other
  15. 15. Do Vanity Metrics matter? Vanity Metrics - metrics that look nice but don’t necessarily lead to direct impact Let’s vote!
  16. 16. Do Vanity Metrics matter? Yeah! ● Brand awareness ● Social proofing ● More message exposure ● Make boss happy, get a raise
  17. 17. Do Vanity Metrics matter? Yeah! ● Brand awareness ● Social proofing ● More message exposure ● Make boss happy, get a raise Nope. What matters are: ● Social engagement ● Conversions ● ...Impact!
  18. 18. ...but that social proofing tho
  19. 19. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform ● Quality site traffic ● Conversions ● Press/word of mouth/other
  20. 20. Moving from awareness to action
  21. 21. Bots don’t prevent HIV (or donate)
  22. 22. I want to get more people to... ● Fill out a survey ● Share their story to your blog ● Download a pamphlet ● Share + amplify your post on an important day ● Create a website account ● Sign up for email updates ● Register for an in-person event ● Sign up to volunteer ● Opt in to SMS updates ● Attend a webinar ● Share a story in the comments
  23. 23. Get started with ads
  24. 24. Account organization Account Campaign Ad Set Ad
  25. 25. Account organization Account - holds ad accounts + pages Campaign - set the objective Ad Set - set targeting + budgets Ad - set creative + tagged URL
  26. 26. Facebook Ad Objectives
  27. 27. Facebook Ad Objectives On-platform
  28. 28. Facebook Ad Objectives On-platform Off-platform
  29. 29. Video ads ● Upload directly to FB ● Pay per 3-second view ● Can gain clicks
  30. 30. Lead generation ads
  31. 31. Lead generation ads
  32. 32. Anatomy of an ad ImageHeadline Call to action button Text Link description Display URL
  33. 33. Budgeting + Scheduling Budget type ● Per day ● Lifetime
  34. 34. Who’s going to moderate?
  35. 35. Targeting: Geolocation
  36. 36. Targeting: Demographics
  37. 37. Targeting: Demographics So far, targeting is an intersection, not a union. Who sees our ad
  38. 38. Targeting: Psychographics
  39. 39. Targeting: Psychographics
  40. 40. Targeting: Psychographics
  41. 41. Targeting: Broad or narrow? Add here to include “any of the above” Add here to narrow the audience - must match both/all
  42. 42. NBPC: Targeting Black Filmmakers
  43. 43. Placements Add + preview placements: ● Desktop News Feed ● Mobile News Feed ● Instagram ● Audience Network ● Desktop Right Column ● Instant Articles ● Messenger
  44. 44. Beware weird placements
  45. 45. Your ad checklist ❏ Set the objective + choose ad type ❏ Look at past data to determine goals + budget ❏ Appoint a moderator ❏ Make a testing plan ❏ Choose target audience + placements ❏ Create awesome copy and creative ❏ Double check ads
  46. 46. Putting it all together Whole Whale is back from NTC and we want to share our resources with you and people like you. We want to see how many people we can get signed up to our Whole Whale University course for $100.
  47. 47. Putting it all together ● What is the best ad type(s) for this objective? ● Who is our audience? ● What creative should we use? ● What placements should we use? Let’s get it rolling.
  48. 48. How’d we do?
  49. 49. Measuring success
  50. 50. Measuring success When? At the end of the campaign
  51. 51. Measuring success When? At the end of the campaign Throughout the campaign!
  52. 52. A/B Testing Ads ? Gather Data Ask Questions AnalyzeInsights Learn & Act
  53. 53. Which did better?
  54. 54. What does “did better” mean? Conversion Rate 11.96% 7.95%
  55. 55. Lingo to know ● What’s my CTR? ● What’s my CPC? ● What’s my CPA? ● Relevance score ● Frequency
  56. 56. Within FB Ads
  57. 57. Using Google Analytics
  58. 58. Tag your campaigns
  59. 59. Benchmarks Nonprofit Avg. Q4 2015 CTR: 0.21% CPC for click-to-site ads: $0.27 Video CPV: $0.01-0.05 (3 seconds) Your own performance!
  60. 60. Don’t forget =
  61. 61. Advanced Tips + Tricks
  62. 62. Writing Great Ads
  63. 63. #DesignHacks
  64. 64. Stock Images ● Creative Commons ● Shutterstock (right in ad interface) Icons ● Flaticon ● IconMonstr ● RoundIcons #DesignHacks
  65. 65. Targeting: Custom Audience Can include or exclude specific users ● Upload your own list of emails ● Save a set of targeting dimensions you use often ● Remarket website users with Facebook Pixel
  66. 66. Facebook Pixel Step-by-step instructions here The Facebook Pixel is a piece of code you install on your site that allows you to track user actions like conversions. You can use this data to optimize campaigns and maximize conversions.
  67. 67. Who am I talking to?
  68. 68. Other social analytics tools Hootsuite SocialReport SumAll FollowerWonk TweetPsych Google Trends WhatTheTrend MentionMapp SimplyMeasured SocialMention KeyHole.co SproutSocial
  69. 69. Free is great $120,000/year
  70. 70. Keep Learning with WWU Google Adwords Grant for Nonprofits Be Your Own Social Media Guru WholeWhale.com/University Use code 2017NTC for 70% off! Impact Hacking: Digital Strategies for Nonprofits
  71. 71. Try it! Spend $100. What could you lose? @WholeWhale | @GreaterThanAIDS LetsTalk@WholeWhale.com GreaterThan@kff.org wholewhale.com/nten-2017

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