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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
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Adquant Reach Out: Using Facebook for Causes

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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
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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

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