This document provides an overview of how to craft a successful Facebook ad campaign. It discusses setting goals rather than focusing on tools, the benefits of Facebook ads like hypertargeting and measurability, and tips from case studies. Lightning round case studies on campaigns for St. Ambrose University, Bowdoin College, and Tulane University show how targeting specific audiences drove website traffic, engagement, and conversions. The presentation emphasizes starting small, continual testing and optimization, and integrating ads with other marketing tools.
[M2M-Frukostseminarium] Lars Reuterskiöld, TelenorMobilbusiness
Maskin-till-maskin-kommunikation är nästa fas i mobilvärlden efter mobilt bredband. Video och dataintensiv trafik tar över efter simpla sms när mobil M2M lockar nya branscher.
Den 29 september diskuterade vi framtiden för M2M-lösningar, lyssnar till intressanta case och analyser av marknaden.
Brand-building in Facebook WITHOUT the Fan PageMerit Pages
To get the most out of this presentation, please click to the "Notes on Slide X" tab next to the comment box below to see the speaker notes.
The Facebook changes announced in September 2011 at the F8 developer's conference significantly impacted fan pages and the way fan page content is received in the newsfeed. Colleges who relied solely on the fan page as their foothold in social media are finding that newsfeed impressions and reach have declined due to changes in the EdgeRank algorithm.
The presentation will show extensive data on how the sharing and engagement rates of personalized content on Facebook is much higher than generic content. It will also share how these institutions are combining this strategy with their "regular" Facebook fan page strategy and creating overall reports and results to share internally and showcase social engagement.
[M2M-Frukostseminarium] Lars Reuterskiöld, TelenorMobilbusiness
Maskin-till-maskin-kommunikation är nästa fas i mobilvärlden efter mobilt bredband. Video och dataintensiv trafik tar över efter simpla sms när mobil M2M lockar nya branscher.
Den 29 september diskuterade vi framtiden för M2M-lösningar, lyssnar till intressanta case och analyser av marknaden.
Brand-building in Facebook WITHOUT the Fan PageMerit Pages
To get the most out of this presentation, please click to the "Notes on Slide X" tab next to the comment box below to see the speaker notes.
The Facebook changes announced in September 2011 at the F8 developer's conference significantly impacted fan pages and the way fan page content is received in the newsfeed. Colleges who relied solely on the fan page as their foothold in social media are finding that newsfeed impressions and reach have declined due to changes in the EdgeRank algorithm.
The presentation will show extensive data on how the sharing and engagement rates of personalized content on Facebook is much higher than generic content. It will also share how these institutions are combining this strategy with their "regular" Facebook fan page strategy and creating overall reports and results to share internally and showcase social engagement.
Presented at the National Conference for Database Marketing, where Harland Clarke was presented with the Gold Award for their work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program.
Intuit relies on deep analysis to measure and optimize online campaign effectiveness, improve user experience, and increase customer retention. However, it was spending millions of dollars on multichannel marketing campaigns without knowing which elements of those campaigns were contributing to the bottom line. By analyzing cookie and website data, Intuit was able to conduct better ad targeting and price/volume analysis, understand customer behavior, customize offerings, increase customer satisfaction, and maximize revenue.
Brad Terrell, VP & General Manager, Digital Media at Netezza, and Arup Ray, Director, Data Warehousing & Business Intelligence Development and Architecture at Intuit, present on:
- Using advanced analytics to drive better decisions for multichannel marketing campaigns.
- Learning the benefits of more precise, targeted marketing.
- Discovering where customers are in the ad funnel and how to target them appropriately.
5 worst website mistakes - 5 best website recommendationsChris Garner
This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.
Improving Website Conversion for Profit -
3 local Case Studies with proven methodologies
Chris Garner,
Media Director -
Affiliate and Search,
dgm
How To Convert More Website Visitors To Leads Using HubSpotHubSpot
In order to get more leads and customers out of a website, companies need to apply inbound marketing best practices and have the tools to make rapid changes easily. Whether it is creating remarkable content, adding customized calls-to-action, or capturing leads on landing pages, learn how small businesses can leverage the HubSpot software and squeeze more conversion from the audience they already have engaged - their website visitors.
This free webinar will cover:
- How to create, optimize, and promote content to attract more potential buyers to your website
- How to capture more leads with customized calls to action and landing pages
- How to optimize your sales and marketing funnel with analytics and tools from the HubSpot software
- How to track results from your internet marketing efforts
Are We There Yet? Create, Manage & Measure Your Web Campaign SuccessJoel Dixon
Content is king but not all content is created equal. Social media has added another medium for this content but creating and analyzing this content requires the right context and the right tools. This session will focus on the evolution of website redesigns, managing content via a CMS, the advent of Google Analytics for visitor tracking and now what are keys to helping you maximize your web content and social media strategies.
This talk makes the case that (1) a vibrant commons of knowledge (culture, science, etc) is required for other 'opens' (source, infrastructure, society) to survive; (2) knowledge is harder and slower to open than other layers; (3) it can be done anyway, through disruptive services and collaboration that creates new categories of knowledge works rather than merely recapitulating and failing to compete with existing proprietary-dominated categories. Understand the threat, challenge, and resultant opportunities for entrepreneurs, policymakers, and activists to contribute to ensuring an open future.
At the Advertising Research Foundation’s (ARF) 2011 Annual re:think convention, David F. Poltrack, Chief Research Officer of CBS Corporation & President of CBS Vision and Kevin Bowen Principal of The Cambridge Group presented a presentation entitled The Future is Now: In Pursuit of a More Efficient and Effective Media Strategy. Advertising effectiveness is discussed with a focus on TV programming.
Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon...Marketing Land
Social Media Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski of http://searchengineland.com and http://marketingland.com given at Pubcon Las Vegas 2013.
Connect with us:
http://marketingland.com/connect
http://searchengineland.com/connect
Presented at the National Conference for Database Marketing, where Harland Clarke was presented with the Gold Award for their work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program.
Intuit relies on deep analysis to measure and optimize online campaign effectiveness, improve user experience, and increase customer retention. However, it was spending millions of dollars on multichannel marketing campaigns without knowing which elements of those campaigns were contributing to the bottom line. By analyzing cookie and website data, Intuit was able to conduct better ad targeting and price/volume analysis, understand customer behavior, customize offerings, increase customer satisfaction, and maximize revenue.
Brad Terrell, VP & General Manager, Digital Media at Netezza, and Arup Ray, Director, Data Warehousing & Business Intelligence Development and Architecture at Intuit, present on:
- Using advanced analytics to drive better decisions for multichannel marketing campaigns.
- Learning the benefits of more precise, targeted marketing.
- Discovering where customers are in the ad funnel and how to target them appropriately.
5 worst website mistakes - 5 best website recommendationsChris Garner
This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.
Improving Website Conversion for Profit -
3 local Case Studies with proven methodologies
Chris Garner,
Media Director -
Affiliate and Search,
dgm
How To Convert More Website Visitors To Leads Using HubSpotHubSpot
In order to get more leads and customers out of a website, companies need to apply inbound marketing best practices and have the tools to make rapid changes easily. Whether it is creating remarkable content, adding customized calls-to-action, or capturing leads on landing pages, learn how small businesses can leverage the HubSpot software and squeeze more conversion from the audience they already have engaged - their website visitors.
This free webinar will cover:
- How to create, optimize, and promote content to attract more potential buyers to your website
- How to capture more leads with customized calls to action and landing pages
- How to optimize your sales and marketing funnel with analytics and tools from the HubSpot software
- How to track results from your internet marketing efforts
Are We There Yet? Create, Manage & Measure Your Web Campaign SuccessJoel Dixon
Content is king but not all content is created equal. Social media has added another medium for this content but creating and analyzing this content requires the right context and the right tools. This session will focus on the evolution of website redesigns, managing content via a CMS, the advent of Google Analytics for visitor tracking and now what are keys to helping you maximize your web content and social media strategies.
This talk makes the case that (1) a vibrant commons of knowledge (culture, science, etc) is required for other 'opens' (source, infrastructure, society) to survive; (2) knowledge is harder and slower to open than other layers; (3) it can be done anyway, through disruptive services and collaboration that creates new categories of knowledge works rather than merely recapitulating and failing to compete with existing proprietary-dominated categories. Understand the threat, challenge, and resultant opportunities for entrepreneurs, policymakers, and activists to contribute to ensuring an open future.
At the Advertising Research Foundation’s (ARF) 2011 Annual re:think convention, David F. Poltrack, Chief Research Officer of CBS Corporation & President of CBS Vision and Kevin Bowen Principal of The Cambridge Group presented a presentation entitled The Future is Now: In Pursuit of a More Efficient and Effective Media Strategy. Advertising effectiveness is discussed with a focus on TV programming.
Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon...Marketing Land
Social Media Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski of http://searchengineland.com and http://marketingland.com given at Pubcon Las Vegas 2013.
Connect with us:
http://marketingland.com/connect
http://searchengineland.com/connect
Similar to How to Craft a Successful Facebook Ad Campaign (20)
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
1. Karen Buck, Marketing Communications Consultant, Zehno
Rob Kerr, Associate Vice President of Interactive Marketing, Bowdoin College
How to Craft a Successful
Facebook Ad Campaign
eduWeb Conference 2012
7. Agenda
Check in with the audience
Benefits of FB ads
First things first
Lightening round case studies
Looking at your options
Random tips from the trenches
Resources
8. Disclaimer!
Facebook ads are just one slice of what we do
– A very effective slice
Today’s presentation is based on specific project
experiences, some using ad formats that are
no longer available
Hoping the room can add as much to the convo
13. Benefits of Facebook ads
Not search-based!
Hyper targeted
Relatively inexpensive
Measurable
Reported to be effective
Help to overcome the trickiness of being seen
with Timeline and updates to feed behavior
14. Goals not tools
Setting objectives
Refine and segment
– Not “more students” or “more money”
Marcomm 101
– Who is your audience?
– What is your message?
– What does success look like?
– How will you measure?
– What’s your budget?
16. St. Ambrose Pilot (2010)
The point: You have to test and benchmark
Objectives
– Increase brand awareness
– Build affiliation with existing institutional Facebook pages
– Drive quality traffic to admissions websites
– Benchmark the effectiveness of Facebook as a search
channel/lead generation tool
17. St. Ambrose Pilot (2010)
28 segments
– Alumni
– Current students
– Prospective first-year students, targeting local and select
city high-school students, overlaid with specific interests
– Prospective transfer students enrolled in regional
institutions
– Prospective graduate students for MBA, social work,
education and criminal justice programs
18.
19.
20.
21. St. Ambrose Pilot (2010)
Ad Budget: $30,000 over 2 months
Results
– 175 million impressions
– 30,000 clicks, at about just over $1/click
– “Like” growth: 0 to 1,979 for main page,
Class of 2015 from 0 to 113
– 18,000 visits to website
22.
23. St. Ambrose Pilot (2010)
Standouts
– Friends of alums
– Friends of the class of 2014
– MBA women over 23
– Transfers overall
– Specific geographic targets for undergraduate admissions
24. www.sau.edu Oct 1, 2010 - Nov 28, 2010
Dashboard Comparing to: Oct 1, 2009 - Nov 28, 2009
Previous: Visits Visits
20,000 20,000
10,000 10,000
0 0
Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22
Site Usage
603,032 Visits 45.97% Bounce Rate
Previous: 514,485 (17.21%) Previous: 61.11% (-24.77%)
1,366,119 Pageviews 00:02:08 Avg. Time on Site
Previous: 969,920 (40.85%) Previous: 00:02:09 (-0.84%)
2.27 Pages/Visit 22.86% % New Visits
Previous: 1.89 (20.17%) Previous: 18.10% (26.28%)
Visitors Overview Map Overlay
Previous: Visitors Visitors
10,000 10,000
5,000 5,000
0 0
Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22
Visitors
25. St. Ambrose MBA (2011)
The point: Track down “missing” constituents to
build alumni network value
Objectives
– Build and strengthen connections with MBA students and
alums so that career outcomes/ROI of degree can be
tracked
– Attract alums and likely prospects to a social-media platform
– Create a social-media platform with content contributions
from administrators, faculty, students and alums to
demonstrate to prospective students the “extras” and family
atmosphere of an Ambrose MBA
26. St. Ambrose MBA (2011)
Audiences
– MBA alums
– Current students in MBA programs
– Current students enrolled in St. Ambrose
undergraduate programs
29. St. Ambrose MBA (2011)
Ad Budget: $10,000 over 2 months
Measured
– Impressions: 49 million
– Clicks: 8,678 — avg. $1.15/click
– Growth in affiliation: 0 to 1,001 “likes”
– 600-800 impressions of each wall post
– 13 career updates shared
– 7 inquiries
30. Bowdoin College Annual Giving (2012)
Challenge
– Drive annual fund donations with focus
on converting young alumni
Facebook
– Ad plan as part of marketing strategy
– Strong reach tool
– Strong targeting tool
– Poor messaging tool
31. Bowdoin College Annual Giving (2012)
Creative
– Tested multiple ads
– Original goal was “microtargeting”
– “innate nosiness” wins out
32. Bowdoin College Annual Giving (2012)
Results
– Low clickthrough, high yield
– $1.12 avg CPC — .03% CTR
– 10% conversion rate (made a gift)
Takeaways
– Microtargeting dropped us below thresholds
– Very successful as an added campaign layer
– Value depends on conversion rate, works for us
33. Tulane Energy (2011-2012)
The point: Get creative with how you use ads
Objectives
– Launch new master’s level program via social media
– Reach out to likely prospects at specific schools, and with
affiliations with energy organizations or energy companies
– All on a shoestring, but with some flagship video content
available
37. Tulane in Colombia (2012)
The point: Slice out minute segments
Objectives
– Boost attendance at in-country information sessions
– Extend reach through network of those who already affiliated
with the MBA program
Targeting is different for different cultures
– Europeans need 1 month before event; South Americans,
just 1 week
41. What you’ll need
Patience! You’re going to learn a lot, and things will
constantly, unexpectedly change
A page—or not
Maybe a custom tab—check out PageModo
Segmented audiences
Ad creative customized for your audience segments
47. Game the system: Tell FB you’re rich!
Point back to FB when
Visuals—and color—matter possible
Be at peace with low click throughs
Sponsored stories only work
with a lot of likes
Don’t target via Zip code
Start small! Ask for a like,
not an application
Create pages based on
Integrate with your CRM! audience POV
Monitor and tweak, monitor and tweak
49. To summarize
Set specific objectives
Segment your audiences to target effectively
For admissions: Serve up hyper-targeted creative
Measure
Monitor and tweak
Keep on tending your page