We live in a social centric world. Give your alumni a better shot to hear about events, pages and giving campaigns with a boost from Facebook Ads.
Learn the latest trends of the world's largest social network, the in-and-outs of Facebook Ads and how Advancement Offices, from schools such as Brown University and Bowdoin College, have been able to successfully launch and measure ads on Facebook.
2. Goals for Today
1) Describe primary types of Facebook ads
2) Break down how to run FB ad campaign
3) Provide examples and recommendations
4) Lastly, get feedback and stories about the
campaigns you run in the coming weeks
#FBADvance
15. Three Steps in a Facebook Ad
Design > Targeting > Launch
#FBADvance
16. Ask these questions:
•What are my goals?
Donations? Reach? Attendance?
•How long will my campaign be?
End of Fiscal Year? Reunion?
•How much am I willing to spend?
Overall/Daily Budget
•How am I going to measure my success?
Click-Through Rates? Conversions?
#FBADvance
we’ll get to more of this
with details later on
17. Design > Targeting > Launch
• External Ad v. Engagement Ad
• Good Grammar and Nice Manners
• Insert Your Message in Your Image
• Admin = Sponsored Stories for Likes, Advanced Features
#FBADvance
18. Design > Targeting > Launch
to whom is my ad designed?
• Location, Age, Sex
• Interests (Extracurriculars)
• Friends of Fans (Associated Pages)
• Education - Field of Study - Class Year by Age
#FBADvance
19. Design > Targeting > Launch
• Terminology: Campaigns contain Ads
• Do not run an ad longer than 7 days
• CPC: Cost Per Click, CPM: Cost Per Impression
• High Bids ≠ Higher Spend
#FBADvance
28. Recommendations
1) Focus on Life Time Value (LTV)
Importance of Facebook Likes
Not Always $1 In and $2 Out
2) Leverage Facebook’s Uniqueness
Sponsored Stories
Advanced Targeting
3) Run A/B Tests
Run Two Campaigns, Test Ad Variables One at a Time
Cost Per Action Relative to Other Marketing Costs