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Project Health Colorado Facebook paid media campaign

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Project Health Colorado Facebook paid media campaign

  1. 1. FACEBOOK PAID MEDIA OVERVIEW
  2. 2. AGENDA• Introduction to Facebook advertising platform • Why? • Types of ads • Setting up ads • Different ads for different purposes• Facebook advertising for Project Health Colorado • Background • Examples • Results
  3. 3. FACEBOOK PAID MEDIAOVERVIEW
  4. 4. WHY FACEBOOK ADS?• Give your social media a boost • If you’ve just launched a Facebook page • If your engagement / conversation has stalled• Target and reach your current audiences• Target and reach new audiences who are receptive to your message• Generate conversation• Drive traffic to your website or Facebook page• Low costs – you control how much you want to spend
  5. 5. PROMOTED POSTS VSTRADITIONAL FACEBOOK ADSPROMOTED POSTS• Promoted posts help boost astatus update and reach morefans and friends of fans• Promoted posts help ensurethat important updates areseen by your fans
  6. 6. PROMOTED POSTS VSTRADITIONAL FACEBOOK ADSTRADITIONAL ADS• Traditional ads grow your fanbase and drive users to achosen destination (e.g.,Facebook page or website)• Used to acquire new fans
  7. 7. GETTING STARTED• Click on “Ads Manager” on the left of your Facebook page• Then click “Create an ad” on the right side of the page
  8. 8. CHOOSE AD DESTINATION• Decide where to drive users once they click on the ad• Tip: Keeping users on Facebook usually delivers the best results
  9. 9. CHOOSE AD TYPEChoose whether to promote your page or specific posts on the page • Generally, promoting posts isn’t advised without a well established fan base
  10. 10. BUILD YOUR ADChoose your headline, body copy, and creative• Simple text and un-crowded images tend to perform best• Social activity helps create a brand connection
  11. 11. SPONSORED STORIESAdd sponsored stories to help grow fan base• These posts help make the page seem more familiar and are mobile friendly• Sponsored stories work best for pages with 100+ fans
  12. 12. DETERMINE TARGETINGChoose your audience by demographics, attitudes and connections• Some targeting is necessary, too much can be hindering
  13. 13. SET PRICING DETAILSInput budget, schedule and type of optimization• Selecting “Optimize for clicks” allows Facebook to automatically optimize your campaign in real time
  14. 14. FACEBOOK ADVERTISING BESTPRACTICESKeep headlines, body copy and images simple and direct • A clear, succinct call to action is key to driving clicksUtilize sponsored stories to increase engagement • Connecting ads to a Facebook user’s friends makes them 80% more likely to engage with the ad/brand Define clear target demographics and match copy and imagery • Choosing targets is key to successful Facebook advertising • Create multiple ads with different creative and targeting mixes • Facebook will optimize and increase rotation to the most successful ads in the campaign
  15. 15. PROJECT HEALTH COLORADOFACEBOOK PAID MEDIACAMPAIGN
  16. 16. CAMPAIGN OBJECTIVES • Bring new Facebook users into the PHC funnel with traditional ad units. • Convert traffic from traditional ad units into new fans with relevant page content • Leverage the social networks of new fans with sponsored stories to attract their friends to the PHC Facebook page • Spur engagement and interaction among Facebook users around Project Health Colorado
  17. 17. TARGETINGTraditional ad units targeted the following segmentations:• Colorado women (age 18+)• Colorado Hispanics (age 18+)• Older Coloradans (age 55+)
  18. 18. SPONSORED STORIES
  19. 19. SPONSORED STORIES• Tip: Promote content with visuals
  20. 20. SOLUTIONS APP
  21. 21. CAMPAIGN RESULTS
  22. 22. CAMPAIGN RESULTS • Ran from Nov 1 to Dec 31 • Over 10.5 million impressions generated • 2,938 new fans added • 1,713% growth in Facebook fan base
  23. 23. THANK YOU
  24. 24. CONTACTBrandon Zelasko, SE2Phone: (303) 892-9100 x21Email: Brandon@publicpersuasion.com

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