Effective Social Media Advertising on $100 a Month

powerpoetry.org @powerpoetry | wholewhale.com @wholewhale #19NTCleanads
Effective Social Advertising on $100 a
Month
NTC March 2019

#19NTCleanadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
A note about notes
We have kicked the party off in the NTC notes for this session:
http://bit.ly/WW-notes
(and on our website → wholewhale.com/19ntcleanads)

● The case for social media advertising
● What your nonprofit can do with $100 a month
● Measuring Success + testing
● Case Study - Power Poetry
● Q + A
What we’ll cover

Who are we?
George Weiner
Co-Founder/CTO | Power Poetry
(confused new dad)
Alison Glazer
Digital Advertising Whaler | Whole
Whale

Power Poetry is the largest teen poetry platform.
Creating a safe, supportive, free place to be heard.

Whole Whale is a digital agency that leverages web data and technology to
increase the impact of nonprofits.

The Case for Digital Advertising
Low-cost, highly-targeted way to grow or re-engage your audience.

Search Advertising - Google Ad Grant
● Free!
● Need fulfillment
● Reaching users when
they’re signaling that
they are ready to
engage

Video Advertising - YouTube
● Second largest
search engine
● $.01 - $.07 for 30
seconds with your
target audience

Web Traffic + Conversions - Facebook
● Variety of objectives +
ad formats
● Advanced targeting
options

We hear you.
Why give Facebook money?

Organic reach ain’t what it was
● Organic reach on brand
pages on Facebook
goes down every year
● This includes Instagram,
too!

#19NTCleanaspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale
Total Reach 2017 to Present
ROI Decline
Regular posts that take staff time
return less reach over time.
13
#19NTCleanads
Clear push to content
creators to pay-to-play
powerpoetry.org @powerpoetry | wholewhale.com @wholewhale

14

Time is Money
● If your team spends time creating posts for a Facebook
page, you’re already investing in the platform.
○ If you aren’t investing some $, your time is being
spent to reach a dwindling audience
● $100/month is enough to take advantage of the ad
platform

For organizations Facebook is NOT a
“social media” platform, it is an ad platform.
P.S. Instagram is next

What you can get with $100/month
● Donations
● Web traffic
● Video views
● Website conversions
● Last AND least: increase
engagement on social posts

Power Poetry
Largest online poetry platform for
young people.
Some #’s
● MAU: 400k
● Lifetime: 460k
● $1k Scholarship Slams all time: 25
● School Classroom Groups: 160
● Poetry Teachers Trained: 2,100
● Staff: 2.5
● Annual revenue: $72k
15.5m days
Educational days (24hrs) added in 2018
8.3m days
All users
US users
18@powerpoetry | powerpoetry.org #19NTCleanads
Safe - Supportive - Creative - Free

@powerpoetry PowerPoetry.org
Started from the Bottom (since 2012)
0 Poets
460k Poets
20182012
+
19

Digital Advertising Basics

Digital Advertising Process
1. Determine digital goals + campaign objective
2. Select targeting for key audiences
3. Choose budgets and schedules
4. Select creative (video, image, etc.) and write copy for your ads
5. Analyze performance

Commitment CurveLEVELOFCOMMITMENT
TIME ENGAGED
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
LIKE
SHARE
SIGN UP
CONTRIBUTE
DONATE $$
ATTEND
VIEW
INVITE

23
@powerpoetry | powerpoetry.org #19NTCleanads
LEVELOFCOMMITMENT
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
ENGAGE
SIGN UP
CREATE GROUP
VIEW
INVITE STUDENTS
Commitment Curve - Power Poetry

Cost Per Acquisition
LEVELOFCOMMITMENT
$1.46 per email*
$65 per donor*
$0.48 per
click*
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
LIKE
SHARE
SIGN UP
CONTRIBUTE
CREATE GROUP
ATTEND
VIEW
INVITE
*M&R Benchmark 2017

Teacher ads YTD
25
#19NTCleanads
LEVELOFCOMMITMENT
$3.44 per teacher
$0.31 per click
Low-barrier
actions (aware /
interested)
Medium-barrier
actions
(engaged)
High-barrier
actions
(committed)
ENGAGE
SIGN UP
CREATE GROUP
VIEW
INVITE STUDENTS
powerpoetry.org @powerpoetry | wholewhale.com @wholewhale

Campaign Structure
Account - Manage ad accounts + pages
Campaign - Choose campaign objective (aka ad type)
Ad Set - Set targeting, budget, schedule
Ads - Configure ad format (copy, creative, URL)
etc.)

Account - holds ad accounts + pages
Campaign - choose campaign objective
Campaign Structure

Most Common Ad Objectives

Objective - Site Traffic
● Send high-quality site traffic
from your target audience
● $.30 - $5 per session on site

Objective - Video Views
● Upload video directly
to Facebook
● Pay per 2 or 10-second
view
● Generally $.01 per 2
sec, $.09+ for 10 sec
view on Facebook

Objective - Leads

Objective - Conversions
● Drive specific user actions on
your website (donations, form
submissions, podcast downloads,
etc.)
● Requires Facebook Pixel
● CPA varies - $.35 - $60+
depending on audience size and
CTA

Ad Goals
33

Audience Targeting

Ad Account Structure
Account - holds ad accounts + pages
Campaign - choose campaign objective (ad type)
Ad Set - set targeting, budget, schedule

Determining Your Target Audience

Demographic Targeting
● Age range
● Gender
(user-reported)
● Language

Geo-targeting

Detailed Behavioral Targeting
Interests + Behavior
● Employer
● Industry
● Interests
● Income level
Connections
● Your followers
● Friends of your
followers

Custom Audiences

Power Poetry - Audience Targeting
41

Budgeting + Scheduling

Budgeting
● Set budgets at the ad set level
● Or, set at campaign level + allow Facebook to optimize for you -
spending more on the higher performing ad set

Scheduling

Budget and Results
45
#19NTCleadadspowerpoetry.org @powerpoetry | wholewhale.com @wholewhale

Creating Ads

Anatomy of an Ad
Image or video*
Headline
Call to action
button
Text
Link
description
Display URL

Choosing Landing Pages
● Good readability
● Key action is clear
● Clean layout
● Key information is laid
out well
● Information on page
matches what was
advertised

Ad Creative

Choosing Creative Assets
● Avoid stock photos
● Keep text on photos to a minimum
● Use properly sized images/video
● Put closed captioning on all videos (when
applicable)
● Keep videos short - <2 mins

A/B Testing Ad Creative or Copy
vs.

A/B Testing Ad Creative or Copy
vs.4.20% CTR 2.83% CTR

A/B Testing
?
Gather Data
Ask
Questions
AnalyzeInsights
Learn
& Act

Where To Look: Google Analytics

Where To Look: Facebook Analytics
You must have a Facebook pixel on your site to use Facebook Analytics.

In summary
● If you’re spending time, you’re already spending money
● For organizations, Facebook is an ad platform, not a
social media platform
● Spending as little as $100/month can amplify your work

Q & A

Let us know how it
goes!
Get in touch
turtle@wholewhale.com

Effective Social Media Advertising on $100 a Month

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