Pay to Play: Using Facebook Advertising to Drive Impact #17NTC
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Pay to Play Using Facebook Ads to Drive Impact Jennie Anderson, Greater Than AIDS, Kaiser Family Foundation Greg Thomas + Julie Leary, Whole Whale #17NTCpaytoplay
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Transcript of Pay to Play: Using Facebook Advertising to Drive Impact #17NTC
Pay to PlayUsing Facebook Ads to Drive Impact
Jennie Anderson, Greater Than AIDS,Kaiser Family Foundation
Greg Thomas + Julie Leary, Whole Whale
#17NTCpaytoplay
Tweets or it didn’t happen
@WholeWhale@GreaterThanAIDS#17NTCPayToPlay
http://po.st/17NTCpaytoplaywholewhale.com/nten-2017
Facebook’s decreased reach means we have to Pay To Play with FB ads #17NTCPayToPlay
Who are we?
@GreaterThanAIDS
@GreaterThanAIDS
@GreaterThanAIDS
Organic Facebook reach dwindling
Internet ad spend rocketing
Facebook Ad Credits: 2015 - ????
Engagement => Donations
Choosing Digital Goals
On-Platform Off-Platform
Choosing Digital Goals
On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics
Off-Platform
Choosing Digital Goals
On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics
Off-Platform● Quality site traffic● Conversions● Press/word of
mouth/other
Choosing Digital Goals
On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics
Off-Platform● Quality site traffic● Conversions● Press/word of
mouth/other
Do Vanity Metrics matter?
Vanity Metrics - metrics that look nice but don’t necessarily lead to direct impact
Let’s vote!
Do Vanity Metrics matter?
Yeah!● Brand awareness● Social proofing● More message
exposure● Make boss happy,
get a raise
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!
...but that social proofing tho
Choosing Digital Goals
On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics
Off-Platform● Quality site traffic● Conversions● Press/word of
mouth/other
Moving from awareness to action
Bots don’t prevent HIV (or donate)
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
Get started with ads
Account organization
Account
Campaign
Ad Set
Ad
Account organization
Account - holds ad accounts + pages
Campaign - set the objective
Ad Set - set targeting + budgets
Ad - set creative + tagged URL
Facebook Ad Objectives
Facebook Ad Objectives
On-platform
Facebook Ad Objectives
On-platform
Off-platform
Video ads
● Upload directly to FB● Pay per 3-second view● Can gain clicks
Lead generation ads
Lead generation ads
Anatomy of an ad
ImageHeadline
Call to action button
Text
Link description
Display URL
Budgeting + Scheduling
Budget type● Per day● Lifetime
Who’s going to moderate?
Targeting: Geolocation
Targeting: Demographics
Targeting: Demographics
So far, targeting is an intersection, not a union.
Who sees our ad
Targeting: Psychographics
Targeting: Psychographics
Targeting: Psychographics
Targeting: Broad or narrow?
Add here to include “any of the above”
Add here to narrow the audience - must match both/all
NBPC: Targeting Black Filmmakers
Placements
Add + preview placements:● Desktop News Feed● Mobile News Feed● Instagram● Audience Network● Desktop Right Column● Instant Articles● Messenger
Beware weird placements
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
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.
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.
How’d we do?
Measuring success
Measuring success
When?
At the end of the campaign
Measuring success
When?
At the end of the campaign
Throughout the campaign!
A/B Testing Ads
?
Gather Data
Ask Questions
AnalyzeInsights
Learn & Act
Which did better?
What does “did better” mean?
Conversion Rate
11.96%
7.95%
Lingo to know
● What’s my CTR?● What’s my CPC?● What’s my CPA?● Relevance score● Frequency
Within FB Ads
Using Google Analytics
Tag your campaigns
Benchmarks
Nonprofit Avg. Q4 2015CTR: 0.21%CPC for click-to-site ads: $0.27Video CPV: $0.01-0.05(3 seconds)
Your own performance!
Don’t forget
=
Advanced Tips + Tricks
Writing Great Ads
#DesignHacks
Stock Images● Creative Commons● Shutterstock (right
in ad interface)
Icons● Flaticon● IconMonstr● RoundIcons
#DesignHacks
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
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.
Who am I talking to?
Other social analytics tools
HootsuiteSocialReportSumAllFollowerWonkTweetPsychGoogle Trends
WhatTheTrendMentionMappSimplyMeasuredSocialMentionKeyHole.coSproutSocial
Free is great
$120,000/year
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
Try it!
Spend $100. What could you lose?
@WholeWhale | @GreaterThanAIDS
wholewhale.com/nten-2017
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