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How to Utilize Facebook Ads for Fan Acquisition & Awareness

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How to Utilize Facebook Ads for Fan Acquisition & Awareness

  1. 1. UNICEF Facebook AdsHow UNICEF Translates Trends &Insights Into Community Growth
  2. 2. What Does a Good Ad Consist Of? 2
  3. 3. Creating Your Baseline With Ads 3
  4. 4. EXAMPLE ADS & OUR METHOLODOGY 4
  5. 5. January 16, 2013 Shakirashared candid photos ofherself pregnant toUNICEF.We shared on FB &immediately turned it intoan ad. 5
  6. 6. This Ad’s Results 6
  7. 7. Who Did We TargetKey areas of user interest were: soccer fans, music lovers, 35 & undercrowd, & those in countries where Shakira & Gerard are most popular. 7
  8. 8. Smart FB Ads Approach - Results 8
  9. 9. As a result of $298.31 spent…• 22,000,000 Million Impressions (users that saw the ad)• 263,563 Clicks on the Ad• 1,391,999 Actions Taken• 1.194 % Click Through Rate• Cost Per Thousand for User Views, $0.01 Cents• Cost Per Click: Less than $0.01 Cents• 25,000 New Fans Brought In 9
  10. 10. What We Could Have Done Better• Create Spanish Ad & Promote to Right Countries• More direct ask in copy to „like this photo‟ or „like our page‟• Incorporate a call to action “Help us reach 100,000 likes to show your support for the child,” for example. 10
  11. 11. Showcasing Success 11
  12. 12. But Just Who Would Relate to This Most 12
  13. 13. After Posting, Moving Quickly 13
  14. 14. Wanted tohighlight theemergencysituation in Syria.Insertourselves intoa largerconversationusers werealready having.Liaised with ourdesigner. 14
  15. 15. Who We TargetedFocused on women Focused on precise& highlighted interests based on theinterests they might regions where therelate the photo to. camps were. 16
  16. 16. What We Could Have Done Better• Promote the ads in countries bordering Syria• Had a stronger call to action within the visible text related to why we created the ad (to raise awareness)• Testing out different age groups• Choosing a different post for Syria• Creating a specific ad exclusively for that purpose 17
  17. 17. And then FB CANCELED Our Ad…And then FB CANCELED Our Ad… 18
  18. 18. Country Office Perspectives UNICEF Pakistan 19
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  21. 21. UNICEF Pakistan Fan Breakdown 22
  22. 22. Facebook – Advertising CampaignNo. of campaigns = 5Total money spent = 258 USDFans = 25,108Extraordinarily high returnon investment, i.e. 1 cent perlike (or follower) acquiredAds = girls‟ rights, polioeducation and 2012 floods 23
  23. 23. UNICEF Pakistan’s Advice for Ads• Write clear, targeted ads that speak directly to audience• Evenings from 3 to 5pm & 7pm to 11pm worked best• Manually control ads for monitoring purposes• Create ads for emergencies, special UNICEF related days or impactful events to your desired audience• Focus on issues your target wants to know more on• Incorporate musicians, athletes & celebrities when applicable• CPC worked best 24
  24. 24. So You‟ve Succeeded With Ads, Now What? 25
  25. 25. Processes & Incorporation of Ads Into Overall Strategy• Set up goals to achieve• Create insights based off success & failures• Benchmark successes• Scale positive results & share internally with others• Keep ads in mind when discussing editorial decisions• Share efforts with senior management, especially when hoping to grow amounts invested• Always take opportunities to utilize content your fans want to share 26
  26. 26. Best Practices 27
  27. 27. 28
  28. 28. Steadily Increasing, Steadily Improving! 29
  29. 29. Numbers don’t lie 30

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