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Wild Apricot Expert Webinar
Start Using Facebook Ads to Reach a Big
Audience with a Small Budget
Build. Connect. Grow. Membership & more.
Presented by
Farhad Chikhliwala
Digital Marketing Expert
Wild Apricot
Wild Apricot Expert Webinar
Terry Ibele
Learning Apricot
Content Manager
Your Wild Apricot Hosts
Rano Ghosh
Invictus Apricot
Membership Coach
Wild Apricot Expert Webinar
We will email you a link to a recording of this
webinar.
See more webinars: www.wildapricot.com/academy
Wild Apricot Expert Webinar
Wild Apricot Expert Webinar
50,000 membership managers use Wild Apricot everyday
12 years old!
#1 Membership Management Software Provider
wildapricot.com
Wild Apricot Expert Webinar
Your Presenter
Farhad Chikhliwala
Digital Marketing Expert
Wild Apricot
Start Using
Facebook Ads to
Reach a Big
Audience with a
Small Budget
• Why Facebook?
• 2 elements of a campaign: Audience + Facebook Ad
• Facebook Audiences
• Native
• Custom
• Facebook Ads
• Image + tips
• Video + tips
• Deploying ads
• How to measure the success of your campaigns
• How to improve your campaigns
Today’s Agenda
Why should you bother with Digital
Advertising?
What Are Your Goals with Marketing?
• Some of your marketing goals:
• Recruit new members
• Increase Brand Awareness
• Raise money
• Sell Merchandise
• Sell Event Tickets
• Fundraise
• Digital and spend is
growing
• Tv ad spend is stagnant
• Newspaper ad spend is
declining
Digital ad spend is growing
• More than just big brands
spending more
• Nonprofits spent 69%
more YoY, on digital
mediums.
Digital advertising spend by nonprofits grew by
69% in 2016.
IT WORKS!
• Nonprofits are seeing results:
• Recruit new members
• Increase Brand Awareness
• Raise money
• Sell Merchandise
• Sell Event Tickets
• Fundraise
Why Facebook?
• Facebook user growth
has been explosive
• MAU crossed 2 Billion at
the end of 2017
• That’s about 50% of
internet users!
Facebook is a beast!
Monthly active users (MAU) on Facebook
Source: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
How Can You Succeed With Facebook
Ads?
How Can you Succeed with Facebook?
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
A Successful Facebook Campaign Needs:
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
Custom Facebook Audiences
Custom Audience #1: Retargeting Website Visitors
• Most Websites:
• Visitors land on your website
• They do not engage, or complete any action and the leave
(potentially forever)
Retargeting Website Visitors Audience
• Facebook lets you create a custom Audience
• Example: people who visited our Academy website in the past 180
days
Custom Audience #1: Retargeting Website Visitors
• Facebook retargeting ads can be
shown to website visitors
• Goal is to bring them back to your
site
Imagine You Own a Shoe Store
• Visitors have already shown intent by visiting your donation page
• Create a return path...
1.) Retargeting Website Visitors EXAMPLE
The Universe
Custom Audience #2: Email List
• You’re likely collecting email addresses from multiple
sources:
• Event registrations
• Donation drives
• Conferences
• Email subscribers
• etc.
Your Database
But...email is on the decline!
• People are getting inundated with
email!
• So, Click-Through Rates are
declining!
• Engagement through email is
declining
Collect emails from the universe
Download the list from your DB
Upload to Facebook
1 2
Do this instead
31
2
3
Email List Audience
• Facebook lets you create a custom Audience with your email list
• This example: Our newsletter email list uploaded to Facebook
• Now you can turn different
email lists into different
audiences
• Annual Conference Registrants
• Fun Run Donors
• 2017 Gala Attendees
• Newsletter subscribers
• Past Volunteer list
Custom audiences for all your lists
• 2017 Annual Conference
Registrants
• Fun Run Donors
• 2017 Gala Attendees
• Newsletter subscribers
• Past Volunteer list
Show them Relevant Ads!
Sign Up For 2018 Annual
Conference (Napa Valley)
Volunteer for our charity drive
Donations for a new rec. room
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
Detailed Targeting Audiences
FB’s Native Targeting Options Are Endless
https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
FB’s Native Targeting Options Are Endless
FB’s Native Targeting Options Are Endless
Show them Relevant Ads!
Audience
Custom Audience
Detailed Targeting
Ad
Image Ads
Video Ads
Show them Relevant Ads!
Sign Up For 2018 Annual
Conference (Napa Valley)
Volunteer for our Sick Kids
Hospital Fundraiser
Donations for a new rec. room
Audience
Custom Audience
Detailed Targeting
Ad
Image Ads
Video Ads
2017 Annual Conference Registrants
Live in California
Fun Run Donors
Income of 100K+
Past Volunteer List
Live in Toronto
Facebook Audience Summary
• Custom Audiences
• Website retargeting
• Email list audience
• Detailed Targeting Audiences
• Demographics
• Behavior
• Career
• Life events
• Interests
• The Best Audiences will be a blend of both Custom and Detailed
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
Facebook Ad Campaigns
Image Ads
• Ad type 1: Photo Ads
• Gan attention for your brand
• Raise awareness of an initiative or product
• Works well for singular calls to action
Tips for creating compelling Image ads
Tip #1: More image, less text
• Facebook ads that contain images with little image text tend
to cost less and reach more people.
Little, or no text - best chances
of reaching your audience
Some text, your ad’s reach
will be a little lower
Wayyy too much text, your
ad’s will likely not be shown.
Tip #2: Copy is equally important
• Three points to hit with every Ad
• Appeal to the emotional side
• Appeal to the rational side
• Show social proof
Source: https://adespresso.com/blog/9-tips-perfect-facebook-ad-design/
A good example
• Emotional Appeal
• No text on the image
• Rational Appeal
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
Tips for creating compelling Video ads
Tip 1: Capture Attention Quickly
• Look how quickly an audience
can drop off...
• Start your video with the most
compelling part.
• Avoid long intros, opening
sequences etc..
Tip 2: Use Captions
• Add closed captioning to all videos
- better UX
• Instapage did a test* and added
captions to a popular video:
• 5% higher total view time
• 17% more reactions
• 16% higher reach
• TIP: Use a service called Rev. They
offer transcriptions for $1!
*https://instapage.com/blog/closed-captioning-mute-videos
Video Ads Investment $$$
• Many people shy away from Video Ads due to the cost of
production
• Content is King - don’t worry too much about quality…
• Focus on the script and messaging
• Our first videos were shot and edited on
iPhones!
• No lighting, no microphone!
Relevancy Score
• Facebook assigns a
Relevancy Score
• CPC: Cost Per Click
• Click Through Rate:
Ratio of people who
click to the number of
people who viewed the
ad
https://adespresso.com/blog/facebook-ads-relevance-score/
A Successful Facebook Campaign Needs:
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
How do you measure success?
So much Jargon!
• CTR
• CPC
• CPL
• CTR
• Pixels
• Clicks
• Impressions
• Reach
• Conversions
Example: Sell Tickets to Annual Fundraising
Campaign Objective: Sell Tickets to Your 2018 Fundraiser (Napa Valley)
Price of Ticket = $175 Goal: Raise $100 from
each attendee
What are your Costs?
Food = $30 Location = $10 Music = $10 Donation = $100/ticket
Food $30
Location $10
Music $10
Donation $100
Total Costs $150
Fixed Costs per Person
Price of Ticket = $175
What’s Left For Marketing Budget?
Food $30
Location $10
Music $10
Donation $100
Total Costs $150
Costs -$150
Income: + $175
Max. Acquisition Cost $25
We can spend up to $25 to sell a ticket, and still meet our goals
Now, let’s run the campaign!
Campaign Objective: Sell Tickets to Your 2018 Fundraiser
Audience Ad
Custom Audience
● 2017 fundraiser reg. (email list)
Detailed Targeting
● Age: 25-85
● Income level: $100K+
● Location: California, Nevada,
Washington
Budget: $500
We need to sell 20 tickets to meet our goals
1 week later…….let’s look at our metrics
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
Calculate your ROI
# of tickets purchased = 16
Missed Our Target
Budget = $500
$31
Calculate your ROI
$31
Costs -$150
Income: + $175
Max. Acquisition Cost $25
Missed Our Target
How do you improve performance?
1 week later...calculate your conversion rates
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
1 week late...calculate your metrics
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
Variables:
● Ad copy
● Ad image/video
● Audience
● Budget
How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 1%
Conversion rate
8%
Variables:
● Landing page
● Page UX
● Length of form
Testing Ad Design - Terry or Leena?
Everything was the
same
• Video Script
• Video
Animations
• Ad copy
• Audience
• CTA
• Budget
• Landing page
Testing Ad Design - Terry or Leena?
Version Clicks Signups Conversion
rate
Terry 513 53 10%
Leena 385 69 18%
Testing your Landing Page
Testing your Landing Page*
*organic traffic
5X
How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
How Can you Succeed with Facebook?
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
Page
Design
Form
You’ll need some help
You will need some help from your Web Team
• You will need to install a Facebook
Tracking Pixel
• It’s a small snippet of code, that needs to be
installed on your web pages
• It can track:
• People visiting your website
• People who performed a certain action
• Event registration
• Donation etc
• Learn from your campaigns, and make
suggestions
Wrap-up
1. Digital Marketing is the future
2. Successful campaigns = Audience + Ad +
Page
3. The Best Audiences will be a blend of
both Native and Custom
4. Tips on ads types
5. Keep an eye on your acquisition costs
6. Testing will help you optimize
Thank You!
Wild Apricot Facebook Group
facebook.com/groups/WildApricotTribe
Wild Apricot Academy
wildapricot.com/academy
#1 Membership Management Software Provider
wildapricot.com
Wild Apricot Expert Webinar
Start Using Facebook Ads to Reach a Big
Audience with a Small Budget
Build. Connect. Grow. Membership & more.
Presented by
Farhad Chikhliwala
Digital Marketing Expert
Wild Apricot
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Start Using Facebook Ads to Reach a Big Audience with a Small Budget

  • 1. Wild Apricot Expert Webinar Start Using Facebook Ads to Reach a Big Audience with a Small Budget Build. Connect. Grow. Membership & more. Presented by Farhad Chikhliwala Digital Marketing Expert Wild Apricot
  • 2. Wild Apricot Expert Webinar Terry Ibele Learning Apricot Content Manager Your Wild Apricot Hosts Rano Ghosh Invictus Apricot Membership Coach
  • 3. Wild Apricot Expert Webinar We will email you a link to a recording of this webinar. See more webinars: www.wildapricot.com/academy
  • 5. Wild Apricot Expert Webinar 50,000 membership managers use Wild Apricot everyday 12 years old!
  • 6. #1 Membership Management Software Provider wildapricot.com
  • 7. Wild Apricot Expert Webinar Your Presenter Farhad Chikhliwala Digital Marketing Expert Wild Apricot
  • 8. Start Using Facebook Ads to Reach a Big Audience with a Small Budget
  • 9. • Why Facebook? • 2 elements of a campaign: Audience + Facebook Ad • Facebook Audiences • Native • Custom • Facebook Ads • Image + tips • Video + tips • Deploying ads • How to measure the success of your campaigns • How to improve your campaigns Today’s Agenda
  • 10. Why should you bother with Digital Advertising?
  • 11. What Are Your Goals with Marketing? • Some of your marketing goals: • Recruit new members • Increase Brand Awareness • Raise money • Sell Merchandise • Sell Event Tickets • Fundraise
  • 12. • Digital and spend is growing • Tv ad spend is stagnant • Newspaper ad spend is declining Digital ad spend is growing
  • 13. • More than just big brands spending more • Nonprofits spent 69% more YoY, on digital mediums. Digital advertising spend by nonprofits grew by 69% in 2016.
  • 14. IT WORKS! • Nonprofits are seeing results: • Recruit new members • Increase Brand Awareness • Raise money • Sell Merchandise • Sell Event Tickets • Fundraise
  • 16. • Facebook user growth has been explosive • MAU crossed 2 Billion at the end of 2017 • That’s about 50% of internet users! Facebook is a beast! Monthly active users (MAU) on Facebook Source: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
  • 17. How Can You Succeed With Facebook Ads?
  • 18. How Can you Succeed with Facebook? Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads
  • 19. A Successful Facebook Campaign Needs: Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads
  • 21. Custom Audience #1: Retargeting Website Visitors • Most Websites: • Visitors land on your website • They do not engage, or complete any action and the leave (potentially forever)
  • 22. Retargeting Website Visitors Audience • Facebook lets you create a custom Audience • Example: people who visited our Academy website in the past 180 days
  • 23. Custom Audience #1: Retargeting Website Visitors • Facebook retargeting ads can be shown to website visitors • Goal is to bring them back to your site
  • 24. Imagine You Own a Shoe Store
  • 25. • Visitors have already shown intent by visiting your donation page • Create a return path... 1.) Retargeting Website Visitors EXAMPLE The Universe
  • 26. Custom Audience #2: Email List • You’re likely collecting email addresses from multiple sources: • Event registrations • Donation drives • Conferences • Email subscribers • etc. Your Database
  • 27. But...email is on the decline! • People are getting inundated with email! • So, Click-Through Rates are declining! • Engagement through email is declining
  • 28. Collect emails from the universe Download the list from your DB Upload to Facebook 1 2 Do this instead 31 2 3
  • 29. Email List Audience • Facebook lets you create a custom Audience with your email list • This example: Our newsletter email list uploaded to Facebook
  • 30. • Now you can turn different email lists into different audiences • Annual Conference Registrants • Fun Run Donors • 2017 Gala Attendees • Newsletter subscribers • Past Volunteer list Custom audiences for all your lists
  • 31. • 2017 Annual Conference Registrants • Fun Run Donors • 2017 Gala Attendees • Newsletter subscribers • Past Volunteer list Show them Relevant Ads! Sign Up For 2018 Annual Conference (Napa Valley) Volunteer for our charity drive Donations for a new rec. room
  • 32. Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads
  • 34. FB’s Native Targeting Options Are Endless https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
  • 35. FB’s Native Targeting Options Are Endless
  • 36. FB’s Native Targeting Options Are Endless
  • 37. Show them Relevant Ads! Audience Custom Audience Detailed Targeting Ad Image Ads Video Ads
  • 38. Show them Relevant Ads! Sign Up For 2018 Annual Conference (Napa Valley) Volunteer for our Sick Kids Hospital Fundraiser Donations for a new rec. room Audience Custom Audience Detailed Targeting Ad Image Ads Video Ads 2017 Annual Conference Registrants Live in California Fun Run Donors Income of 100K+ Past Volunteer List Live in Toronto
  • 39. Facebook Audience Summary • Custom Audiences • Website retargeting • Email list audience • Detailed Targeting Audiences • Demographics • Behavior • Career • Life events • Interests • The Best Audiences will be a blend of both Custom and Detailed
  • 40. Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads
  • 42. Image Ads • Ad type 1: Photo Ads • Gan attention for your brand • Raise awareness of an initiative or product • Works well for singular calls to action
  • 43. Tips for creating compelling Image ads
  • 44. Tip #1: More image, less text • Facebook ads that contain images with little image text tend to cost less and reach more people. Little, or no text - best chances of reaching your audience Some text, your ad’s reach will be a little lower Wayyy too much text, your ad’s will likely not be shown.
  • 45. Tip #2: Copy is equally important • Three points to hit with every Ad • Appeal to the emotional side • Appeal to the rational side • Show social proof Source: https://adespresso.com/blog/9-tips-perfect-facebook-ad-design/
  • 46. A good example • Emotional Appeal • No text on the image • Rational Appeal
  • 47. Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads
  • 48. Tips for creating compelling Video ads
  • 49. Tip 1: Capture Attention Quickly • Look how quickly an audience can drop off... • Start your video with the most compelling part. • Avoid long intros, opening sequences etc..
  • 50. Tip 2: Use Captions • Add closed captioning to all videos - better UX • Instapage did a test* and added captions to a popular video: • 5% higher total view time • 17% more reactions • 16% higher reach • TIP: Use a service called Rev. They offer transcriptions for $1! *https://instapage.com/blog/closed-captioning-mute-videos
  • 51. Video Ads Investment $$$ • Many people shy away from Video Ads due to the cost of production • Content is King - don’t worry too much about quality… • Focus on the script and messaging • Our first videos were shot and edited on iPhones! • No lighting, no microphone!
  • 52. Relevancy Score • Facebook assigns a Relevancy Score • CPC: Cost Per Click • Click Through Rate: Ratio of people who click to the number of people who viewed the ad https://adespresso.com/blog/facebook-ads-relevance-score/
  • 53. A Successful Facebook Campaign Needs: Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads
  • 54. How do you measure success?
  • 55. So much Jargon! • CTR • CPC • CPL • CTR • Pixels • Clicks • Impressions • Reach • Conversions
  • 56. Example: Sell Tickets to Annual Fundraising Campaign Objective: Sell Tickets to Your 2018 Fundraiser (Napa Valley) Price of Ticket = $175 Goal: Raise $100 from each attendee
  • 57. What are your Costs? Food = $30 Location = $10 Music = $10 Donation = $100/ticket Food $30 Location $10 Music $10 Donation $100 Total Costs $150 Fixed Costs per Person Price of Ticket = $175
  • 58. What’s Left For Marketing Budget? Food $30 Location $10 Music $10 Donation $100 Total Costs $150 Costs -$150 Income: + $175 Max. Acquisition Cost $25 We can spend up to $25 to sell a ticket, and still meet our goals
  • 59. Now, let’s run the campaign! Campaign Objective: Sell Tickets to Your 2018 Fundraiser Audience Ad Custom Audience ● 2017 fundraiser reg. (email list) Detailed Targeting ● Age: 25-85 ● Income level: $100K+ ● Location: California, Nevada, Washington Budget: $500 We need to sell 20 tickets to meet our goals
  • 60. 1 week later…….let’s look at our metrics Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
  • 61. Calculate your ROI # of tickets purchased = 16 Missed Our Target Budget = $500 $31
  • 62. Calculate your ROI $31 Costs -$150 Income: + $175 Max. Acquisition Cost $25 Missed Our Target
  • 63. How do you improve performance?
  • 64. 1 week later...calculate your conversion rates Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
  • 65. 1 week late...calculate your metrics Reach = 10,000 people Clicks = 200 # of tickets purchased = 16 CTR 2% Conversion rate 8%
  • 66. How do we improve performance? Reach = 10,000 people Clicks = 200 # of tickets purchased = 16 CTR 2% Conversion rate 8%
  • 67. How do we improve performance? Reach = 10,000 people Clicks = 200 # of tickets purchased = 16 CTR 2% Conversion rate 8% Variables: ● Ad copy ● Ad image/video ● Audience ● Budget
  • 68. How do we improve performance? Reach = 10,000 people Clicks = 200 # of tickets purchased = 16 CTR 1% Conversion rate 8% Variables: ● Landing page ● Page UX ● Length of form
  • 69. Testing Ad Design - Terry or Leena? Everything was the same • Video Script • Video Animations • Ad copy • Audience • CTA • Budget • Landing page
  • 70. Testing Ad Design - Terry or Leena? Version Clicks Signups Conversion rate Terry 513 53 10% Leena 385 69 18%
  • 72. Testing your Landing Page* *organic traffic 5X
  • 73. How do we improve performance? Reach = 10,000 people Clicks = 200 # of tickets purchased = 16 CTR 2% Conversion rate 8%
  • 74. How Can you Succeed with Facebook? Audience Ad Custom Audience Detailed Targeting Image Ads Video Ads Page Design Form
  • 76. You will need some help from your Web Team • You will need to install a Facebook Tracking Pixel • It’s a small snippet of code, that needs to be installed on your web pages • It can track: • People visiting your website • People who performed a certain action • Event registration • Donation etc • Learn from your campaigns, and make suggestions
  • 77. Wrap-up 1. Digital Marketing is the future 2. Successful campaigns = Audience + Ad + Page 3. The Best Audiences will be a blend of both Native and Custom 4. Tips on ads types 5. Keep an eye on your acquisition costs 6. Testing will help you optimize
  • 79. Wild Apricot Facebook Group facebook.com/groups/WildApricotTribe
  • 81. #1 Membership Management Software Provider wildapricot.com
  • 82. Wild Apricot Expert Webinar Start Using Facebook Ads to Reach a Big Audience with a Small Budget Build. Connect. Grow. Membership & more. Presented by Farhad Chikhliwala Digital Marketing Expert Wild Apricot