Reach Out: Promoting Causes with Facebook
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This document provides information on using Facebook ads to promote causes and non-profits. It discusses the benefits of a mixed media approach using owned, earned and paid content. It also defines key advertising terms and recommends setting goals, targeting audiences precisely, creating compelling ads, and testing ads to optimize performance. Budgets should be set at the campaign level to control costs.
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Reach Out: Promoting Causes with Facebook
- 1. Reach Out: Promoting Causes with Facebook
- 3. 3Adquant: Proprietary & Confidential Information • Founded in 2007 • One of the first Facebook PMDs • Best in class advertising technology • 450%+ year-over-year revenue growth ABOUT
- 4. Why Ads? • What’s the benefit?
- 5. 5Adquant: Proprietary & Confidential Information 3 Types of Messaging • Owned – Pages, Posts, Apps, Events • Earned – Word of Mouth, Shares, Comments, Likes • Paid – Web Ads, Social Ads, News Feed Ads, Sponsored Stories
- 6. 6Adquant: Proprietary & Confidential Information Mixed Media Approach Results in Amplification PaidOwned Earned
- 7. Key Terms • Impression • CPM • CPC • CTR • Reach & Frequency
- 8. 8Adquant: Proprietary & Confidential Information Definition: Impression • An Impression is the number of times your ad is shown – It is not the number of times it gets clicked on. That is a Click.
- 9. 9Adquant: Proprietary & Confidential Information Definition: CPM • The Cost Per Mille (one thousand impressions)
- 10. 10Adquant: Proprietary & Confidential Information Definition: CPC • The Cost Per Click
- 11. 11Adquant: Proprietary & Confidential Information Definition: CTR • The Click Through Rate • The percentage of impressions that result in clicks
- 12. 12Adquant: Proprietary & Confidential Information Definition: Reach & Frequency • Reach: The size of the audience that you are targeting • Frequency: The amount of times on average that a user sees an ad
- 13. Be Goal Oriented • Define your Goals • Think in terms of ROI
- 14. 14Adquant: Proprietary & Confidential Information Ask yourself • What are my end goals? – Find volunteers – Raise money – Build a Fan base – Promote an event
- 15. 15Adquant: Proprietary & Confidential Information Turn your goals in measurable objectives to focus on ROI • What are my end goals? – Find volunteers • How much a new volunteer worth? – Raise Money • How much money do I need per contributor? – Build a Fan base • How much is a fan worth to my cause? – Promote an Event • How many attendees do I want?
- 16. 16Adquant: Proprietary & Confidential Information Clear Goals = Measurable Results • If you know what you want to bring from your ads • You will know: – How much to invest – When to change strategies
- 17. Targeting • Where • Who • Language • Existing Contacts • Interests • Demographics • Connections • Device
- 18. 18Adquant: Proprietary & Confidential Information Demographics • Age – How old is your typical audience? • Gender – Does your cause appeal to a specific gender? • Relationship – Does your cause appeal to singles? Couples? • Education & Work – Looking for students? Specific industries?
- 19. 19Adquant: Proprietary & Confidential Information Geographic Targeting • Where is your target audience – The smaller you can make your targets the less money wasted • Countries • Cities • Regions
- 20. 20Adquant: Proprietary & Confidential Information Language • Language is very important • Targeting Olim in Israel? – Remember to aim for English Speakers
- 21. 21Adquant: Proprietary & Confidential Information Who do you know? • Facebook lets you target your existing contact database (Custom Audiences) • Use the Power Editor (it’s free) to upload lists of your current contacts
- 22. 22Adquant: Proprietary & Confidential Information Lookalike Audiences • Let Facebook do the heavy lifting and find audiences that look like your existing contacts
- 23. 23Adquant: Proprietary & Confidential Information Precise Interest Targeting • Use lists of likes and interests • Topic Targeting: the “#” symbol can make big differences in audience size #Photography Photography
- 24. 24Adquant: Proprietary & Confidential Information Targeting Research • Use Graph Search to find the interests of your existing fans • Uses: – Precise Interest Targeting – Exclude existing fans to grow user base
- 25. 25Adquant: Proprietary & Confidential Information Broad Category Targeting
- 26. 26Adquant: Proprietary & Confidential Information Combine Both Precise and Broad Interest Targeting for refined focus
- 27. 27Adquant: Proprietary & Confidential Information Connections • Friends of your Fans – A great way to start growing your Facebook Fan Base
- 28. 28Adquant: Proprietary & Confidential Information Target by Device • Target people by their device – Students are very mobile centric • 78% of Facebook users are on mobile (U.S.)
- 29. Sponsored Stories Give the amplification a nudge
- 30. 30Adquant: Proprietary & Confidential Information What is a Sponsored Story? • Sponsored stories are messages coming from friends in Facebook about actions that they have taken to interact with your organization on Facebook • Examples: – Liking your Fan Page – Sharing a Post – Attending an Event
- 31. 31Adquant: Proprietary & Confidential Information What Does a Sponsored Story Look Like?
- 32. 32Adquant: Proprietary & Confidential Information Right Hand Side Sponsored Story Placement News Feed Desktop News Feed Mobile
- 33. 33Adquant: Proprietary & Confidential Information Types of Sponsored Stories • Page like sponsored story • Page post like sponsored story • Page post comment sponsored story • Page post share sponsored story • Event sponsored story
- 34. 34Adquant: Proprietary & Confidential Information How does it work? 1. Find the Advanced Ad Options 2. Choose your story type 3. Set your Budget and additional Targeting – Creatives and Images automatically taken from page and post content
- 35. 35Adquant: Proprietary & Confidential Information Why use Sponsored Stories? • Amplifies word of mouth – Powerful messaging • Promote interaction with your brand and organization • High response rates – Adquant data has shown Sponsored Story CTR consistently out perform Ads
- 36. Create Compelling Ads • Importance of Images • Best Practices – Dos and Don’ts • Ad Placements • Guidelines • A/B testing
- 37. 37Adquant: Proprietary & Confidential Information Why Facebook Ads are Different • When designing an Ad on Facebook you need to make an impression • Facebook is full of images (both ads and news feed content) – You have a split-second to grab a users attention – Make sure your Impressions make an impression
- 38. 38Adquant: Proprietary & Confidential Information Image Don’ts • Don’t shrink images intended for other purposes • Don’t cram text into your images – 20% text restriction • Don’t use your logo unless you are a very well know organization • Don’t use white backgrounds
- 39. 39Adquant: Proprietary & Confidential Information Image Dos • Do use pictures with faces and people • Do use bright colors to grab attention • Focus on one subject per image only • Customize images to fit your audience – Targeting parents? Use pictures of kids – Targeting animal lovers? Use animals
- 40. 40Adquant: Proprietary & Confidential Information Good Image or Bad Image
- 41. 41Adquant: Proprietary & Confidential Information Right Hand Side Ad Placement News Feed Desktop News Feed Mobile
- 42. 42Adquant: Proprietary & Confidential Information Common Ad Types and Placement Mobile News Feed Desktop News Feed Right column of Facebook Page post ads X X X Page like ads X X X Domain ads X Sponsored stories X X X
- 43. 43Adquant: Proprietary & Confidential Information Common Ad Guidelines – Desktop 400 pixels 100H x 72W pixels 400 pixels 209 pixels Page Post Photo Ad (News Feed) Domain Ad (Right Hand Side) Page Post Link Ad (News Feed) Text: 500 characters Title (link): 25 characters Text: 90 characters Title: ~60 characters Domain Link: ~30 characters Description: ~90 characters Text: 500 characters
- 44. 44Adquant: Proprietary & Confidential Information Common Ad Guidelines – Desktop 400 pixels 400 pixels 150 pixels Page Post Video Ad (News Feed) Page Like Ad (News Feed) Text: 500 characters Text: 500 characters
- 45. 45Adquant: Proprietary & Confidential Information Common Ad Guidelines - Mobile 618 pixels 560 pixels 292 pixels Text: 110 characters Title: ~60 characters Domain Link: ~30 characters Description: ~30 characters Text: 110 characters Photo Page Post Link Page Post 560 pixels210 pixels Page Like Post Text: 110 characters
- 46. 46Adquant: Proprietary & Confidential Information A/B Testing • Not sure which ad will work best? – Run a test • A/B testing compares two options • You can run a test by pushing ads live and collecting data (costs money) • You can run a test in your office (free)
- 47. 47Adquant: Proprietary & Confidential Information A/B Test Examples Winner CTR 2x Higher
- 48. Dollars and Sense • Bid Modes • Budgets
- 49. 49Adquant: Proprietary & Confidential Information What exactly do you pay for? • This depends on your bid mode – CPC Bidding: You pay for every click – CPM Bidding: You pay for 1000 impressions
- 50. 50Adquant: Proprietary & Confidential Information Optimized CPM • You define a goal and Facebook will optimize ad delivery to meet your goals • Automatic (Facebook chooses) or manual bid configuration • Example Goals – Like – Link Click – Action on Website – Comments
- 51. 51Adquant: Proprietary & Confidential Information Budgets & Campaigns • Budgets are set at the campaign level • To control costs and monitor ads we recommend no more than 4 ads per campaign • Don’t mix targeting within a single campaign
- 52. 52Adquant: Proprietary & Confidential Information Budget Example (Setup) 18-25 26-30 31-35 Campaign 2 Campaign 3 Budget: $10 Campaign 1 Budget: $10Budget: $10
- 53. 53Adquant: Proprietary & Confidential Information Budget Example (Day 1) 18-25 26-30 31-35 Campaign 2 Campaign 3 Budget: $10 Campaign 1 Budget: $10Budget: $10
- 54. 54Adquant: Proprietary & Confidential Information Budget Example (Day 2) 18-25 26-30 31-35 Campaign 2 Campaign 3 Budget: $10 Campaign 1 Budget: $10Budget: $10Budget: $20 Budget: $50 Budget: $50
- 55. Thank You! www.adquant.com | ari.r@adquant.com
Notas del editor
- Owned Media – You control the content but not always the audience.Earned Media – Free media, referals, very powerful, but you can’t control the message (example, for this event I posted on my Facebook page and a friend shared the link without actually reading about it and commented that my old compnay was hosting the event. Great referal but wrong message)Paid – You control the message and the audience, can be used to supplement earned and owned media, But sponsored stories blur the lineSponsored Story – Special Ad Unit – turns word of mouth and social actions into advertisements - Bridges the gap between word of mouth and paid
- Amplification – means free word of mouth, more fans, more engagement with your audience
- Precise interest targeting lets you define your ideal audience by what they are interested in, using terms people have shared in their Facebook timelines. These may be drawn from their listed interests, activities, education and job titles, pages they like or groups to which they belong.
- Broad category targeting allows you to more easily and accurately reach your intended audience through broadcategories. When you choose to target your ad or Sponsored Story using a broad category, it will be shown to people who’ve included information in their timelines relevant to that category.
- Precise and Broad are not mutually exclusive you can use both at the same time, but this will filter down the broad category with the Precise interest
- The 3 most common placements.
- Facebook is fast moving – lots of context, images, updates, notifications.Users are easily distracted, not focusedAds have a tiny window of opportunity to make an impressionCreative is important
- Don’t simply take images from other marketing campaigns and resize them for FacebookImages must be tailored for FB audience - attract focusDon’t use much text in the image – you can add text to the ad or postLogos are not attractiveWhite background will blend into FB and not pop out
- Faces & people attract the eye – strong actions, expressionsBright bold coloursSingular focus – should be immediately obvious what is going onTailor images for audience segment, e.g…..
- GOOD: focus on people, immediately obvious that they are volunteers, no distracting subjects, no text inside image, bold blue prominent colourBAD: too much text, need to study to figure out, no people/faces, no singular focus,not sized properly, looks like an ad!
- The 3 most common placements.RHS – list of revolving ads, small format, not in line of sightNewfeed – most engaging placement, where users engage, see trusted content – BIGGER CREATIVEMobile – a lot of users log in from mobile and see newfeed
- Ppads – for generating engagement – appear anywhere but look best in newsfeedPage like ads – goal for new fans, appear anywhereDomain ads – right hand side only, smaller format, drives users to destination – usually offsiteSS – amplifying actions towards friends of people who did actions – comments/likes etc – appear anywhere
- Take advantage of the image spaceIf using same image for multiple ad types, crop properlyUse high res high qualityText: call to action / question / COMMAND, don’t describe
- More specificatoins for ad typesVideos can appear in page posts, like images- like ads – bringing new fans
- More guidelines for mobile – you can see why engagingTakes up whole screen
- Important methodology – which creative to use? Where to go next?You can run ads to compare performanceAsk people what pops out
- Targeting, budget, and bids were identical. Fair testAd 2 had better CTR, X2 higher- Now I’ll use this one moving forward
- CPC is the bidding choice for those ad campaigns seeking to drive clicks either to their Facebook business page or desired website. Goals for CPC bidding: clicks i.e. engagementEnsure pay only for clicksCPM bidding charges per 1000 impression. Goals for this CPM bidding: Reach – exposure – less relevant for goal based advertising
- You define a action/goal and FB finds users who are like to achieve itAlthough charged per 1000 impressions, FB ensures you shouldn’t pay too much for your goalCan set auto – FB takes care of bidCustomize – Set a monetary value on your goalsDefine goalsCan be (listed)
- Campaign = group of adsUse daily budgets restrict how much money the campaign can spend each day4 ads per campaign1 target audience per campaign – test creatives only- Start low at the beginning until you have data
- Example – 3 campaigns broken up by age groups, with 3 ads eachTesting 3 age groupsTest 3 creatives per age groups
- After one day, you should have enough data to identify which ads are not performing (have low CTR)- Killed those ads (paused)
- Raise budgets on best age groups according to performance