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WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages

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Do you ever feel like messaging decisions are made in a vacuum at your organization? Some simple testing can make the difference in connecting with your target audience. Learn from Marcia Silva how the Second Harvest Food Bank leveraged a small budget on Facebook Ads to test branding elements, as well as how the data helped them tighten their 2015 childhood hunger messages and improve campaign results.

Published in: Social Media
  • This is such a great tip! I use before Directmail campaigns to get a sense of what moves mountains
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WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages

  1. 1. WWFD – What Would Facebook Do: Using Facebook Ads to Test Your Messages
  2. 2. Today’s Menu • Review past childhood hunger campaigns • Share testing set-up and results • Big reveal: Spring 2015 campaign
  3. 3. 2012: 2011:
  4. 4. 2013:
  5. 5. 2014:
  6. 6. What To Test
  7. 7. Tagline Testing Set-Up • Budget: $160.00 • Bid: Optimized CPM • Period: Dec. 3-Dec. 5 • Target: – Mountain View – Men and Women Ages 18-55
  8. 8. WFD – What Facebook Did 1,291 6,350 15,521 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Hunger is a bully. "Hunger holds me back." Hunger hurts. Reach
  9. 9. WFD – What Facebook Did 5 22 76 14 32 106 0 20 40 60 80 100 120 Hunger is a bully. "Hunger holds me back." Hunger hurts. Website Clicks Total Actions
  10. 10. WFD – What Facebook Did $2.17 $1.86 $1.42 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Hunger is a bully. "Hunger holds me back." Hunger hurts. Cost Per Website Click
  11. 11. WINNING TAGLINE!
  12. 12. Image Testing Set-Up • Budget: $60.00 • Bid: Optimized CPM • Period: Jan. 28-Jan. 29 • Target: – Mountain View – Women Ages 25-54 (demo represents 45% of our Facebook fans)
  13. 13. WFD – What Facebook Did 548 743 3,435 - 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Boy Baby Girl Reach
  14. 14. WFD – What Facebook Did 0 0 14 3 6 33 0 5 10 15 20 25 30 35 Boy Baby Girl Website Clicks Total Actions
  15. 15. WFD – What Facebook Did N/A N/A $4.29 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 $5.00 Boy Baby Girl Cost Per Website Click
  16. 16. WINNING IMAGE!
  17. 17. 2015:
  18. 18. Mind Your Testing • Take the time to test • Remember who your target audience is • Test very different elements • Trust Facebook’s algorithm…or not
  19. 19. Keep Testing & Sharing Results!
  20. 20. Thanks and K.I.T.! Twitter: @marciaesilva

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