This document summarizes a presentation about using Facebook ads to drive impact for non-profits. It discusses how organic Facebook reach is declining while internet ad spending is increasing, making paid ads on Facebook necessary. It provides tips on choosing goals for ads, both on and off Facebook's platform. The document also covers topics like targeting audiences, budgeting, ad types, measurements and analytics. The overall message is that non-profits need to use paid Facebook ads strategically to achieve their goals and drive real-world impact.
Pay to Play: Using Facebook Advertising to Drive Impact #17NTC
1. Pay to Play
Using Facebook Ads to Drive Impact
Jennie Anderson, Greater Than AIDS,
Kaiser Family Foundation
Greg Thomas + Julie Leary, Whole Whale
#17NTCpaytoplay
2. Tweets or it didn’t happen
@WholeWhale
@GreaterThanAIDS
#17NTCPayToPlay
http://po.st/17NTCpaytoplay
wholewhale.com/nten-2017
Facebook’s decreased
reach means we have
to Pay To Play with FB
ads #17NTCPayToPlay
30. Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other
31. Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other
32. Do Vanity Metrics matter?
Vanity Metrics -
metrics that look nice
but don’t necessarily
lead to direct impact
Let’s vote!
33. Do Vanity Metrics matter?
Yeah!
● Brand awareness
● Social proofing
● More message
exposure
● Make boss happy,
get a raise
34. Do Vanity Metrics matter?
Yeah!
● Brand awareness
● Social proofing
● More message
exposure
● Make boss happy,
get a raise
Nope. What matters
are:
● Social engagement
● Conversions
● ...Impact!
39. I want to get more people to...
● Fill out a survey
● Share their story to your blog
● Download a pamphlet
● Share + amplify your post on an
important day
● Create a website account
● Sign up for email updates
● Register for an in-person event
● Sign up to volunteer
● Opt in to SMS updates
● Attend a webinar
● Share a story in the comments
42. Account organization
Account - holds ad accounts + pages
Campaign - set the objective
Ad Set - set targeting + budgets
Ad - set creative + tagged URL
62. Your ad checklist
❏ Set the objective + choose ad type
❏ Look at past data to determine goals + budget
❏ Appoint a moderator
❏ Make a testing plan
❏ Choose target audience + placements
❏ Create awesome copy and creative
❏ Double check ads
63. Putting it all together
Whole Whale is back from NTC
and we want to share our
resources with you and people
like you.
We want to see how many
people we can get signed up
to our Whole Whale University
course for $100.
64. Putting it all together
● What is the best ad type(s) for this objective?
● Who is our audience?
● What creative should we use?
● What placements should we use?
Let’s get it rolling.
81. Stock Images
● Creative Commons
● Shutterstock (right
in ad interface)
Icons
● Flaticon
● IconMonstr
● RoundIcons
#DesignHacks
82. Targeting: Custom Audience
Can include or exclude specific users
● Upload your own list of emails
● Save a set of targeting dimensions you use often
● Remarket website users with Facebook Pixel
83. Facebook Pixel
Step-by-step
instructions here
The Facebook Pixel is a piece of code you install on your site that allows
you to track user actions like conversions.
You can use this data to optimize campaigns and maximize conversions.
87. Keep Learning with WWU
Google Adwords
Grant for Nonprofits
Be Your Own Social
Media Guru
WholeWhale.com/University Use code 2017NTC for 70% off!
Impact Hacking:
Digital Strategies for
Nonprofits
88. Try it!
Spend $100. What could you lose?
@WholeWhale | @GreaterThanAIDS
LetsTalk@WholeWhale.com
GreaterThan@kff.org
wholewhale.com/nten-2017