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  • 1.  Creating SuccessfulFacebook Ads for UNICEFCountry OfficesSocial and Civic Media Section, Division of Communication   1  
  • 2.  Why Use Facebook AdsFacebook ads are part of an integrated marketing and communication mix. Devising Facebookads requires investment - of time to consider what you would like to accomplish, how you planon doing it (strategy), and the money that is needed. Many factors contribute to an ad’seffectiveness: does the message arouse emotion in the viewer, is the photo provocative enough,how strategically did you choose the target audience? These are just some of the basic topics toconsider when initially starting out on the path to social media marketing success. What makesFacebook ads so unique is that for the first time, you’re able to control who’s able to see andshare your messaging of non-fans, with specific targeting based on interests and location thatplay a significant role in the engagement and growth of your page. And with advertisers alreadyspending almost 8 billion per year on social networks, there doesn’t seem like a better time tojump in.Facebook Ads and Sponsored StoriesThere are two kinds of ways to promote your page on Facebook – a Facebook ad or a sponsoredstory. An ad will be seen by a user as a promotion or a specific post you’ve had in the past.These ads, for the most part, will be seen to the right of your Facebook activity (ex. below). 2    
  • 3.  A sponsored story, on the other hand, describes the action that a friend has taken with yourparticular page - this could be a like, comment, or share your friend has made (ex. below).In choosing which method you deploy, factors need to be taken into consideration. Are youtrying to reach the same demographic of people you currently have within your community? Ifso, then sponsored story would be the best method. However, if you’re looking to reach a newaudience then you would want to use an ad. For example, if your page consisted of 90 % of fansfrom Nigeria aged 15 to 24, and now you want to reach out to fans in Ghana aged 35 to 46, youshould create an ad focused on Ghana, with the age demographic in mind and any otherparticulars you might need to factor in, such as sex, interests, etc. Ads give you the power to dothis, which is why many prefer this method when pinpointing or specifying what kind of usersthey want within a group. Sponsored stories, on the other hand, can still be incredibly effective,as users tend to have highly favourable viewpoints on which pages their friends trust andparticipate in. 3    
  • 4.  Creating your Ad or Sponsored StoryWhen creating an ad, Facebook asks that you suggest a bid. This ‘bid’ equates to the maximumyou’re willing to spend for each click you receive on the ad or 1,000 non existing fans seeing it(to learn more about Facebook ad terms, click here). Generally speaking, since UNICEF brandrecognition is high, a lower bid works well for acquiring new fans- with the lowest being 2 cents.That UNICEF is recognizable plays well for the brand to get that initial pique of interest, butstrategy is of course still paramount to success and will be what delivers the action from thepotential fan you’re aiming for.Tips for Creating a Successful Ad or Sponsored StoryIt is crucial for the ads we create to be ‘clickable.’ More often than not, ads that succeed can bebased off similar factors that helped your successful posts in the past - photo, copy, etc.However, it’s vital to remember that when attracting new fans to your page, you need toremember that these fans might not necessarily know much about UNICEF. In some instances,you’ve only got a brief moment to capture their attention. This is why the more relevant you canbe with your ad, the better. Title, text, and photo selection all need to be strategically decidedupon with a particular audience in mind. For instance, if you’ve curated a new photographalbum on Facebook for a campaign, this might be an ideal time to create an ad around this postwhich will significantly increase the reach and impressions this album receives. Again, twodifferent methods to consider when deciding that an ad should be deployed: targeting usersfriends who have already liked the album (sponsored post) or targeting users with specificinterests in line with the photos (promoted post).On UNICEF’s global page, successful past ads have relied strongly on messages from GWAs,thus also incorporating an entirely new demographic of users to potentially get interested in ourwork by including them in the target. Bringing in new audiences is crucial when considering fanacquisition, and the cleverer you can be, the better. For example, if your aim is to highlight anupcoming trip of a musician to your country office, then within your ad it’s best to target thosewho have: precise interests in that musician, are within the same age range as the most popular ofthat musicians fans, come from the countries the musician is most popular in, etc. In a studyconducted by WebTrends from January 2011, it was proven that media, entertainment, tabloid, &blogs have the highest click through rate (twice that of non-profits) with the lowest price paid(half of what non-profits pay) according to Mashable. When advertising, it pays to integrateyour messaging into topics that others are more likely to click on. People are looking forrelevancy when liking new pages, and targeting potential fans who share UNICEF’s core missionis not strategic in an ever increasing competitive market with more and more brands looking forlikes. 4    
  • 5.  Defining Success of an Ad or Sponsored StoryAmplification of your message is an appropriate and realistic measure of success. From a privatesector perspective, Time magazine recently quoted a study which showed that fans of a particularbrand like Best Buy or Target are twice as likely to purchase their products, with friends of fansbeing 1.5 times as likely. For awareness raising and advocacy, amplification can be just aseffective, as leading the conversation on a particular topic online, can be a strong indicator ofhow that topic is discussed offline. And this online conversation around the ad can be tracked &measured via FB analytics with specific reports being available after the ads are in place. It’salso hugely important to continually be revising your ads. Users can get bored of seeing thesame ad repeatedly and will tune it out (as users do tend to see the same ad more than once), sothe more variety you can display, the better. A solution here could be changing out the photosyou use or the headline with the ad.Examples of Successful Ads from UNICEF NYHQLet’s go through two examples of successful Facebook ads that UNICEF’s global page hascreated. The first example is from Nelson Mandela’s birthday post, which had clear messaging,a photo which was incredibly popular already from the previous post, and was targeted at fansglobally that already like Nelson Mandela and other politicians known globally that have reachedsimilar milestones in their careers. The result was almost 1 million impressions, 2 thousandclicks, 8 thousand actions, a click through rate (CTR) of .217% (the market standard forsuccessful ads is .05%), an average cost per thousand (CPM) of .08 cents & cost per click of .03cents. This ad also resulted in approximately 600 new likes to our page with only $67.52 beingspent. A great overall result when remembering this ad was globally viewed and whenconsidering the most successful ads are generally the most localized as can be.Second, during the Olympics our global page decided to help create our own medallistthroughout the FB world. We invited our fans to nominate their friends and tell us why theythought their friend deserved the medal, with the most likes below their comments winning. Themessage was straight forward, “Think one of your friends deserves a gold medal? NOW is yourchance to get them one.” And the picture was taken professionally by the UNICEF PhotoSection. The ad for this post- to highlight the contest- was posted globally for our core agedemographic, approximately 15 to 45, with all of those targeted who had associations alreadywith the Olympics or sports within them (not to mention UNICEF programmes as well). Notonly did this ad receive the deepest engagement (27,000 actions), the qualitative measurementwas obvious due to the relevance and significance of comments. Again, this online engagementculminated in an additional 8 thousand clicks and more than 27 thousand actions within the post.In the end, approximately $260.00 was spent with an average CTR of 3 times the industrystandard. 5    
  • 6.  Finally, five things we always take into consideration when working with ads: 1. Find the right timing- what events, people, or stories are particularly relevant today for online communities. 2. Identify your target audience- where do you want to reach people and what activities are they sharing about. 3. Keep photos and headlines updated- stay varied with your ads & appear fresh to users who might see your same ad more than once. 4. Choose photos with emotional draw- which photos would you yourself want to share. 5. Measure success and refine ads through this process- identify what works and iterate.ConclusionWith over 1 billion fans on Facebook, their growing ad industry is valued at approximately 4billion dollars per year. The strategy and budget for your advertising, must work hand in hand todeliver results, coupled with strong community management to engage potential new fans oncethey are viewing the page they’ve been steered to. There has not been a better time for offices toinvest in social media, with communication teams leading the way, and advertising within thesesocial channels should be a crucial component of your overall Facebook strategy. 6