Reach Out: Promoting Causes with
Facebook
3Adquant: Proprietary & Confidential Information
• Founded in 2007
• One of the first Facebook PMDs
• Best in class advert...
Why Ads?
• What’s the benefit?
5Adquant: Proprietary & Confidential Information
3 Types of Messaging
• Owned
– Pages, Posts, Apps, Events
• Earned
– Word...
6Adquant: Proprietary & Confidential Information
Mixed Media Approach Results in
Amplification
PaidOwned
Earned
Key Terms
• Impression
• CPM
• CPC
• CTR
• Reach & Frequency
8Adquant: Proprietary & Confidential Information
Definition: Impression
• An Impression is the number of times your
ad is ...
9Adquant: Proprietary & Confidential Information
Definition: CPM
• The Cost Per Mille (one thousand
impressions)
10Adquant: Proprietary & Confidential Information
Definition: CPC
• The Cost Per Click
11Adquant: Proprietary & Confidential Information
Definition: CTR
• The Click Through Rate
• The percentage of impressions...
12Adquant: Proprietary & Confidential Information
Definition: Reach & Frequency
• Reach: The size of the audience that you...
Be Goal Oriented
• Define your Goals
• Think in terms of ROI
14Adquant: Proprietary & Confidential Information
Ask yourself
• What are my end goals?
– Find volunteers
– Raise money
– ...
15Adquant: Proprietary & Confidential Information
Turn your goals in measurable
objectives to focus on ROI
• What are my e...
16Adquant: Proprietary & Confidential Information
Clear Goals = Measurable Results
• If you know what you want to bring fr...
Targeting
• Where
• Who
• Language
• Existing Contacts
• Interests
• Demographics
• Connections
• Device
18Adquant: Proprietary & Confidential Information
Demographics
• Age
– How old is your typical audience?
• Gender
– Does y...
19Adquant: Proprietary & Confidential Information
Geographic Targeting
• Where is your target audience
– The smaller you c...
20Adquant: Proprietary & Confidential Information
Language
• Language is very important
• Targeting Olim in Israel?
– Reme...
21Adquant: Proprietary & Confidential Information
Who do you know?
• Facebook lets you target your existing
contact databa...
22Adquant: Proprietary & Confidential Information
Lookalike Audiences
• Let Facebook do the heavy lifting and find
audienc...
23Adquant: Proprietary & Confidential Information
Precise Interest Targeting
• Use lists of likes and interests
• Topic Ta...
24Adquant: Proprietary & Confidential Information
Targeting Research
• Use Graph Search to find the interests of
your exis...
25Adquant: Proprietary & Confidential Information
Broad Category Targeting
26Adquant: Proprietary & Confidential Information
Combine Both Precise and Broad
Interest Targeting for refined focus
27Adquant: Proprietary & Confidential Information
Connections
• Friends of your Fans
– A great way to start growing your F...
28Adquant: Proprietary & Confidential Information
Target by Device
• Target people by their device
– Students are very mob...
Sponsored Stories
Give the amplification a
nudge
30Adquant: Proprietary & Confidential Information
What is a Sponsored Story?
• Sponsored stories are messages coming
from ...
31Adquant: Proprietary & Confidential Information
What Does a Sponsored Story
Look Like?
32Adquant: Proprietary & Confidential Information
Right Hand Side
Sponsored Story Placement
News Feed Desktop
News Feed
Mo...
33Adquant: Proprietary & Confidential Information
Types of Sponsored Stories
• Page like sponsored story
• Page post like ...
34Adquant: Proprietary & Confidential Information
How does it work?
1. Find the Advanced Ad Options
2. Choose your story t...
35Adquant: Proprietary & Confidential Information
Why use Sponsored Stories?
• Amplifies word of mouth
– Powerful messagin...
Create Compelling Ads
• Importance of Images
• Best Practices – Dos and
Don’ts
• Ad Placements
• Guidelines
• A/B testing
37Adquant: Proprietary & Confidential Information
Why Facebook Ads are Different
• When designing an Ad on Facebook you
ne...
38Adquant: Proprietary & Confidential Information
Image Don’ts
• Don’t shrink images intended for other
purposes
• Don’t c...
39Adquant: Proprietary & Confidential Information
Image Dos
• Do use pictures with faces and people
• Do use bright colors...
40Adquant: Proprietary & Confidential Information
Good Image or Bad Image
41Adquant: Proprietary & Confidential Information
Right Hand Side
Ad Placement
News Feed Desktop
News Feed
Mobile
42Adquant: Proprietary & Confidential Information
Common Ad Types and Placement
Mobile News Feed
Desktop News
Feed
Right c...
43Adquant: Proprietary & Confidential Information
Common Ad Guidelines – Desktop
400 pixels
100H x 72W
pixels
400
pixels
2...
44Adquant: Proprietary & Confidential Information
Common Ad Guidelines – Desktop
400 pixels
400
pixels
150
pixels
Page Pos...
45Adquant: Proprietary & Confidential Information
Common Ad Guidelines - Mobile
618
pixels
560
pixels
292
pixels
Text: 110...
46Adquant: Proprietary & Confidential Information
A/B Testing
• Not sure which ad will work best?
– Run a test
• A/B testi...
47Adquant: Proprietary & Confidential Information
A/B Test Examples
Winner
CTR 2x Higher
Dollars and Sense
• Bid Modes
• Budgets
49Adquant: Proprietary & Confidential Information
What exactly do you pay for?
• This depends on your bid mode
– CPC Biddi...
50Adquant: Proprietary & Confidential Information
Optimized CPM
• You define a goal and Facebook will
optimize ad delivery...
51Adquant: Proprietary & Confidential Information
Budgets & Campaigns
• Budgets are set at the campaign level
• To control...
52Adquant: Proprietary & Confidential Information
Budget Example (Setup)
18-25 26-30 31-35
Campaign 2 Campaign 3
Budget: $...
53Adquant: Proprietary & Confidential Information
Budget Example (Day 1)
18-25 26-30 31-35
Campaign 2 Campaign 3
Budget: $...
54Adquant: Proprietary & Confidential Information
Budget Example (Day 2)
18-25 26-30 31-35
Campaign 2 Campaign 3
Budget: $...
Thank You!
www.adquant.com | ari.r@adquant.com
Adquant Reach Out: Using Facebook for Causes
Upcoming SlideShare
Loading in...5
×

Adquant Reach Out: Using Facebook for Causes

943
-1

Published on

NGO's and non-proft organizations were invited to join us for this workshop to learn how to use Facebook to better their causes.

In this workshop we covered how to:

-Manage your organization's brand on Facebook
-Increase your available audience
-Create meaningful content and social engagement on Facebook
-Drive more fans and volunteers to your Facebook Page
-Run fund raising campaigns on Facebook

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
943
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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
  • Adquant Reach Out: Using Facebook for Causes

    1. 1. Reach Out: Promoting Causes with Facebook
    2. 2. 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
    3. 3. Why Ads? • What’s the benefit?
    4. 4. 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
    5. 5. 6Adquant: Proprietary & Confidential Information Mixed Media Approach Results in Amplification PaidOwned Earned
    6. 6. Key Terms • Impression • CPM • CPC • CTR • Reach & Frequency
    7. 7. 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.
    8. 8. 9Adquant: Proprietary & Confidential Information Definition: CPM • The Cost Per Mille (one thousand impressions)
    9. 9. 10Adquant: Proprietary & Confidential Information Definition: CPC • The Cost Per Click
    10. 10. 11Adquant: Proprietary & Confidential Information Definition: CTR • The Click Through Rate • The percentage of impressions that result in clicks
    11. 11. 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
    12. 12. Be Goal Oriented • Define your Goals • Think in terms of ROI
    13. 13. 14Adquant: Proprietary & Confidential Information Ask yourself • What are my end goals? – Find volunteers – Raise money – Build a Fan base – Promote an event
    14. 14. 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?
    15. 15. 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
    16. 16. Targeting • Where • Who • Language • Existing Contacts • Interests • Demographics • Connections • Device
    17. 17. 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?
    18. 18. 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
    19. 19. 20Adquant: Proprietary & Confidential Information Language • Language is very important • Targeting Olim in Israel? – Remember to aim for English Speakers
    20. 20. 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
    21. 21. 22Adquant: Proprietary & Confidential Information Lookalike Audiences • Let Facebook do the heavy lifting and find audiences that look like your existing contacts
    22. 22. 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
    23. 23. 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
    24. 24. 25Adquant: Proprietary & Confidential Information Broad Category Targeting
    25. 25. 26Adquant: Proprietary & Confidential Information Combine Both Precise and Broad Interest Targeting for refined focus
    26. 26. 27Adquant: Proprietary & Confidential Information Connections • Friends of your Fans – A great way to start growing your Facebook Fan Base
    27. 27. 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.)
    28. 28. Sponsored Stories Give the amplification a nudge
    29. 29. 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
    30. 30. 31Adquant: Proprietary & Confidential Information What Does a Sponsored Story Look Like?
    31. 31. 32Adquant: Proprietary & Confidential Information Right Hand Side Sponsored Story Placement News Feed Desktop News Feed Mobile
    32. 32. 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
    33. 33. 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
    34. 34. 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
    35. 35. Create Compelling Ads • Importance of Images • Best Practices – Dos and Don’ts • Ad Placements • Guidelines • A/B testing
    36. 36. 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
    37. 37. 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
    38. 38. 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
    39. 39. 40Adquant: Proprietary & Confidential Information Good Image or Bad Image
    40. 40. 41Adquant: Proprietary & Confidential Information Right Hand Side Ad Placement News Feed Desktop News Feed Mobile
    41. 41. 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
    42. 42. 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
    43. 43. 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
    44. 44. 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
    45. 45. 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)
    46. 46. 47Adquant: Proprietary & Confidential Information A/B Test Examples Winner CTR 2x Higher
    47. 47. Dollars and Sense • Bid Modes • Budgets
    48. 48. 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
    49. 49. 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
    50. 50. 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
    51. 51. 52Adquant: Proprietary & Confidential Information Budget Example (Setup) 18-25 26-30 31-35 Campaign 2 Campaign 3 Budget: $10 Campaign 1 Budget: $10Budget: $10
    52. 52. 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
    53. 53. 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
    54. 54. Thank You! www.adquant.com | ari.r@adquant.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×