Facebook Ads: Run Them Like a Pro
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This is RedEngine Digital's presentation at the DAMW's Digital Day Forum 2013. Speakers: - Nadalie Dias, Digital Marketing Specialist, RedEngine Digital - Kiera Stein, Web Content Manager, CARE USA Description: The growth of Facebook advertising is unquestionable. Facebook ads can not only be effective and affordable, but also a great place to test digital campaigns. But are you taking full advantage of them? Are they helping you gain new donors and supporters? In this session we will share tips on how to improve the effectiveness and ROI of your Facebook Ads, we will talk about Facebook Marketplace Ads, Facebook Exchange, Facebook Lookalike Audiences, how your ads can help you support multichannel campaigns, how to take advantage of Facebook as a testing environment and of course, we will show you real examples of winning ads, so you can leave this session feeling like a Facebook pro. Learning objectives 1. Share actionable tactics to define goals and KPIs, content and offer alignment for different Facebook advertising options and budgets 2. Learn how Facebook Ads can help you test digital campaigns, and support other social media and multichannel campaigns 3. See examples and results of high and poor performing types of ad content, ad copy and targeting
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Facebook Ads: Run Them Like a Pro
- 1. Facebook Ads: Run Them Like a Pro Kiera Stein Web Content Manager CARE USA Twitter: @care Nadalie Dias Digital Marketing Specialist RedEngine Digital Twitter: @redengine Follow the Conversation: Twitter: #fbnonprofits @redengine @thedmaw @care Facebook: https://www.facebook.com/re denginedigital
- 2. Why Facebook Ads? Inventory & Scale Value Easy to Use (SelfService) Integration of other Channels
- 3. Campaign Basics : Setup 1. Create a Business Account • Setup funding source • Adjust settings 2. Create Conversion Pixel • Create a JavaScript code snippet to place on your conversion pages 3. Download Power Editor Chrome Extension • Sync all campaigns
- 4. Campaign Basics: Goals & KPIs Click through rate Engagement KPIs Goals Conversion rate of engagement action Cost per acquisition Fundraising KPIs Return on ad spend Conversion rate
- 5. Facebook Marketplace Custom Audiences • Target your Sponsored Story or ad to a specific set of users • Audiences can be defined by either user email address, Facebook UIDs, user phone numbers, app user IDs, or Apple's IDFA • Use Partnerships to leverage 3rd party cookie data Lookalike • Using Custom Audiences, you can create an audience that targets people who are similar to your custom audience list. • Lookalike audiences help you reach people who are similar to your current supporters
- 6. Facebook Marketplace 3,550 likes, 112 comments and 730 Shares Promoted Posts • They appear higher in News Feed • You can promote a post from your Facebook page $2,318 via 23 donations, spent $2,940
- 7. Promoted Posts: Spring Matching Gift $526 via 15 donations, spent $300 $410 via 17 donations, spent $300 Spring Matching Gift • 2,921 clicks • 11,381 likes, comments, replies & retweets • $2,823 via 97 donations • Spent $2,589
- 8. Promoted Posts: Sahel Food Crisis $1,155 via 4 donations, spent $500 Spring Matching Gift Social media raised $5,071 via 58 donations around the topic of the Sahel in 2012. $880 via 12 donations, spent $300 Spring Matching Gift
- 9. Facebook Exchange: Segmentation Segmentation & Bidding Strategy • Determine your audience pools based upon the following factors • Top visited pages • # of pageviews • e-commerce Landing pages • Identify your conversion funnel Donation Forms Pledges and Email Sign ups Homepage
- 10. Facebook Exchange: Segmentation Bob • Only visited homepage • Bid less: $0.69-$0.75 Sally • Signs a pledge • Bid more: $0.75-$1.00 Debbie • Visits a donation form • Bid more aggressively: $1.00-$1.50
- 11. Facebook Exchange: Attribution Post Click & Post Impression actions •Recommend counting both •How should we attribute/weight? Display ad (impression) is seen but not clicked Look back windows •Identify your look back window based upon your sale cycle •Average look back window is 30 days •I wouldn’t recommend over 90 days Consumer visits and purchases/submits lead from advertisers website at later date Original display ad/impression is given due credit for the conversion
- 12. Creative Dos and Don’ts In News Feed Do Make it short Make it relatable Make it personal Use striking image but not offputting Test copy and messaging Don’t Use formal language Run same ads too long Run constantly! Run ads only when you have an important campaign In Right-Hand Rail Do Be concise Feature a clear Call to Action Make it personal Test different Call to Actions Test copy and imagery Don’t Use copy that’s hard to understand Oversaturate Synchronize messaging or make your copy consistent
- 13. Campaign Examples Fundraising Redengine’s paid Facebook campaign for Matching Gift with CARE resulted in: Decreased CPA by 100% from beginning of campaign to end While maintaining an ROA over 300%
- 14. Poor Performing Campaigns Play to your organizations strengths Don’t run generic campaigns that won’t connect at a personal level with your FB audience Use great images, heart warming stories, and striking statistics
- 15. Campaign Examples Engagement CARE’s paid Facebook campaign for Facebook Like Drive resulted in: Grew Facebook audience by 38%. Avg. Cost per like was $1.34
- 16. Poor Performing Campaigns Weigh the “cost” of what you’re asking them to do against your man-power Don’t adopt the “shiny new thing” at the cost of usability Be wary of “Hallmark Holidays” – it’s a crowded space
- 17. Facebook In Your Multichannel Campaign Synchronizing messaging across channels •Direct mail, email, DRTV, etc. Planning frequency Analysis •If possible, use an attribution solution •Attribution •Weighting
- 18. Multichannel Campaigns Let’s talk attribution First touch model Email Display Advertising Organic Search Paid Search Social Referral Direct Organic Search Paid Search Social Referral Direct 100% Conversion Value Last touch model Email Display Advertising 100% Conversion Value
- 19. Attribution Benefits of Attribution • It gives you a 360 view into results of your advertising efforts • Shows relationships between all channels and the pathway to conversion • It can help you with budget allocation and planning • Demonstrates the value and the role social media plays in your path to conversion • Associates ROI to your campaigns even if they aren’t direct response driven
- 20. Analysis & Attribution Identify path to conversions Create attribution model Weight all conversions
- 21. Key Takeaways Gives you constant brand visibility in a cost effective manner Allows you to customize your messaging Large scalability
- 22. Thank You! Got Questions? Contact RedEngine Digital!: Facebook: www.facebook.com/redenginedigital Twitter: @redengine #fbnonprofits Email: info@redenginedigital.com Phone: 703-556-8489
Editor's Notes
- FB’s guide to creating FB ads: https://www.facebook-studio.com/fbassets/resource/34/ProductGuideCreateFlowUpdates4-15-2012.pdf
- Look a like modeling Can match based upon to approaches “simplicity”- this finds new audiences based upon tight matches to the audience requirements Reach- broader match intended to increase the # of users who see your ads – Branding PartnershipsLayering 3rd party cookie data from BlueKai. This allows you to get more granular in your targeting but it also increases your CPM. Narrowing the scope beyond the generic demographic and interest targeting information.
- The IDG promoted engagement post drove 104 people to take CARE’s IDG advocacy action. When shared, the arrow points to the sharer’s profile photo as an enticing engagement opportunity. It garnered 3,550 likes, 112 comments and was shared 730 times.The following Facebook “coupon” was advertised December 20-31 and raised $2,318 via 23 donations. It garnered 1,940 likes, 42 comments and was shared 202 times.
- CC Images courtesy of Colin and Sarah Northway, Fibonacci Blue and F Delventhalat Flickr
- Top performing Ad Content- synchronize your remarketing and traditional facebook ad messagingAd Copy- have a strong CTA in your title Segmentation- target your messaging to your segmentation. Make sure your segmentation is reflective of your campaign goals. Scale/ Reach- what are your goals? Make sure your targeting/ segmentation strategy is reflective of your website traffic trends. Poor performing Ad Content- this ad content was centered around a day that wasn’t well promoted on their website or via other channels. Ad Copy- the call to action in the 2nd example was too generic/ didn’t create an emotional connection with CARE’s audience baseSegmentation- our segmentation strategy was too broad so we waste money on impressions that didn’t result in conversions. This was at the beginning of our remarketing campaigns, so we need to do this sort of testing to get a better understanding of our audiences. Scale/ Reach
- Have a clear and well thought out campaign to support you efforts on FB. Having synergy in your messaging, imagery and promotions increases the overall ROA of your FB campaigns. For example last year we ran a FBX campaign at EOY we ran generic CARE ads that emphasized the importance of give a tax deductible donations, these ads didn’t resonate as well as so more conceptually/ thematically driven campaign we have run since. Play to your organizations strengths, if you have great imagery, heart warming stories, startling statistics, ground breaking work leverage that information in your facebook ads.
- We need to ask Kiera what previous avg. cost per like was previously, were they able to decrease this number? Nadalie – I checked and it was exactly the same. To be honest, it wasn’t really a metric I paid much attention to during the campaign.
- Using click tags on your Facebookadvertisting provided by for example doubleclick (but can also use other ad servers) allows you to see your entire advertising’s efforts path to conversion. This can be a great tool for helping plan you next fiscal year’s budget. Once you have broad picture of your conversion pathway you can create a unique model that is specific to your organization. Once you have the pathway mapped out you can create a weighting system which will be based upon the number of assisted conversions each channel brings in. CC photos from WindellOskay, Joe Lanmanc, and Danny Sullivan via Flickr
- How did your digital lead interact with your organization
- Using click tags on your Facebookadvertisting provided by for example doubleclick (but can also use other ad servers) allows you to see your entire advertising’s efforts path to conversion. This can be a great tool for helping plan you next fiscal year’s budget. Once you have broad picture of your conversion pathway you can create a unique model that is specific to your organization. Once you have the pathway mapped out you can create a weighting system which will be based upon the number of assisted conversions each channel brings in.