In this webinar presented by Wild Apricot's in-house digital marketing expert, Farhad Chikhliwala, you’ll learn:
*How to find people on Facebook most likely to join and support your organization
*What type of ads work best, and how to target your audience
*How to avoid common money-wasting traps to ensure you get a positive ROI on your Facebook spend
www.wildapricot.com
Judging the Relevance and worth of ideas part 2.pptx
Start Using Facebook Ads to Reach a Big Audience with a Small Budget
1. Wild Apricot Expert Webinar
Start Using Facebook Ads to Reach a Big
Audience with a Small Budget
Build. Connect. Grow. Membership & more.
Presented by
Farhad Chikhliwala
Digital Marketing Expert
Wild Apricot
9. • Why Facebook?
• 2 elements of a campaign: Audience + Facebook Ad
• Facebook Audiences
• Native
• Custom
• Facebook Ads
• Image + tips
• Video + tips
• Deploying ads
• How to measure the success of your campaigns
• How to improve your campaigns
Today’s Agenda
11. What Are Your Goals with Marketing?
• Some of your marketing goals:
• Recruit new members
• Increase Brand Awareness
• Raise money
• Sell Merchandise
• Sell Event Tickets
• Fundraise
12. • Digital and spend is
growing
• Tv ad spend is stagnant
• Newspaper ad spend is
declining
Digital ad spend is growing
13. • More than just big brands
spending more
• Nonprofits spent 69%
more YoY, on digital
mediums.
Digital advertising spend by nonprofits grew by
69% in 2016.
14. IT WORKS!
• Nonprofits are seeing results:
• Recruit new members
• Increase Brand Awareness
• Raise money
• Sell Merchandise
• Sell Event Tickets
• Fundraise
16. • Facebook user growth
has been explosive
• MAU crossed 2 Billion at
the end of 2017
• That’s about 50% of
internet users!
Facebook is a beast!
Monthly active users (MAU) on Facebook
Source: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
21. Custom Audience #1: Retargeting Website Visitors
• Most Websites:
• Visitors land on your website
• They do not engage, or complete any action and the leave
(potentially forever)
22. Retargeting Website Visitors Audience
• Facebook lets you create a custom Audience
• Example: people who visited our Academy website in the past 180
days
23. Custom Audience #1: Retargeting Website Visitors
• Facebook retargeting ads can be
shown to website visitors
• Goal is to bring them back to your
site
25. • Visitors have already shown intent by visiting your donation page
• Create a return path...
1.) Retargeting Website Visitors EXAMPLE
The Universe
26. Custom Audience #2: Email List
• You’re likely collecting email addresses from multiple
sources:
• Event registrations
• Donation drives
• Conferences
• Email subscribers
• etc.
Your Database
27. But...email is on the decline!
• People are getting inundated with
email!
• So, Click-Through Rates are
declining!
• Engagement through email is
declining
28. Collect emails from the universe
Download the list from your DB
Upload to Facebook
1 2
Do this instead
31
2
3
29. Email List Audience
• Facebook lets you create a custom Audience with your email list
• This example: Our newsletter email list uploaded to Facebook
30. • Now you can turn different
email lists into different
audiences
• Annual Conference Registrants
• Fun Run Donors
• 2017 Gala Attendees
• Newsletter subscribers
• Past Volunteer list
Custom audiences for all your lists
31. • 2017 Annual Conference
Registrants
• Fun Run Donors
• 2017 Gala Attendees
• Newsletter subscribers
• Past Volunteer list
Show them Relevant Ads!
Sign Up For 2018 Annual
Conference (Napa Valley)
Volunteer for our charity drive
Donations for a new rec. room
37. Show them Relevant Ads!
Audience
Custom Audience
Detailed Targeting
Ad
Image Ads
Video Ads
38. Show them Relevant Ads!
Sign Up For 2018 Annual
Conference (Napa Valley)
Volunteer for our Sick Kids
Hospital Fundraiser
Donations for a new rec. room
Audience
Custom Audience
Detailed Targeting
Ad
Image Ads
Video Ads
2017 Annual Conference Registrants
Live in California
Fun Run Donors
Income of 100K+
Past Volunteer List
Live in Toronto
39. Facebook Audience Summary
• Custom Audiences
• Website retargeting
• Email list audience
• Detailed Targeting Audiences
• Demographics
• Behavior
• Career
• Life events
• Interests
• The Best Audiences will be a blend of both Custom and Detailed
42. Image Ads
• Ad type 1: Photo Ads
• Gan attention for your brand
• Raise awareness of an initiative or product
• Works well for singular calls to action
44. Tip #1: More image, less text
• Facebook ads that contain images with little image text tend
to cost less and reach more people.
Little, or no text - best chances
of reaching your audience
Some text, your ad’s reach
will be a little lower
Wayyy too much text, your
ad’s will likely not be shown.
45. Tip #2: Copy is equally important
• Three points to hit with every Ad
• Appeal to the emotional side
• Appeal to the rational side
• Show social proof
Source: https://adespresso.com/blog/9-tips-perfect-facebook-ad-design/
46. A good example
• Emotional Appeal
• No text on the image
• Rational Appeal
49. Tip 1: Capture Attention Quickly
• Look how quickly an audience
can drop off...
• Start your video with the most
compelling part.
• Avoid long intros, opening
sequences etc..
50. Tip 2: Use Captions
• Add closed captioning to all videos
- better UX
• Instapage did a test* and added
captions to a popular video:
• 5% higher total view time
• 17% more reactions
• 16% higher reach
• TIP: Use a service called Rev. They
offer transcriptions for $1!
*https://instapage.com/blog/closed-captioning-mute-videos
51. Video Ads Investment $$$
• Many people shy away from Video Ads due to the cost of
production
• Content is King - don’t worry too much about quality…
• Focus on the script and messaging
• Our first videos were shot and edited on
iPhones!
• No lighting, no microphone!
52. Relevancy Score
• Facebook assigns a
Relevancy Score
• CPC: Cost Per Click
• Click Through Rate:
Ratio of people who
click to the number of
people who viewed the
ad
https://adespresso.com/blog/facebook-ads-relevance-score/
53. A Successful Facebook Campaign Needs:
Audience Ad
Custom Audience
Detailed Targeting
Image Ads
Video Ads
56. Example: Sell Tickets to Annual Fundraising
Campaign Objective: Sell Tickets to Your 2018 Fundraiser (Napa Valley)
Price of Ticket = $175 Goal: Raise $100 from
each attendee
57. What are your Costs?
Food = $30 Location = $10 Music = $10 Donation = $100/ticket
Food $30
Location $10
Music $10
Donation $100
Total Costs $150
Fixed Costs per Person
Price of Ticket = $175
58. What’s Left For Marketing Budget?
Food $30
Location $10
Music $10
Donation $100
Total Costs $150
Costs -$150
Income: + $175
Max. Acquisition Cost $25
We can spend up to $25 to sell a ticket, and still meet our goals
59. Now, let’s run the campaign!
Campaign Objective: Sell Tickets to Your 2018 Fundraiser
Audience Ad
Custom Audience
● 2017 fundraiser reg. (email list)
Detailed Targeting
● Age: 25-85
● Income level: $100K+
● Location: California, Nevada,
Washington
Budget: $500
We need to sell 20 tickets to meet our goals
60. 1 week later…….let’s look at our metrics
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
61. Calculate your ROI
# of tickets purchased = 16
Missed Our Target
Budget = $500
$31
64. 1 week later...calculate your conversion rates
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
65. 1 week late...calculate your metrics
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
66. How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
67. How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 2%
Conversion rate
8%
Variables:
● Ad copy
● Ad image/video
● Audience
● Budget
68. How do we improve performance?
Reach = 10,000 people Clicks = 200 # of tickets purchased = 16
CTR 1%
Conversion rate
8%
Variables:
● Landing page
● Page UX
● Length of form
69. Testing Ad Design - Terry or Leena?
Everything was the
same
• Video Script
• Video
Animations
• Ad copy
• Audience
• CTA
• Budget
• Landing page
70. Testing Ad Design - Terry or Leena?
Version Clicks Signups Conversion
rate
Terry 513 53 10%
Leena 385 69 18%
76. You will need some help from your Web Team
• You will need to install a Facebook
Tracking Pixel
• It’s a small snippet of code, that needs to be
installed on your web pages
• It can track:
• People visiting your website
• People who performed a certain action
• Event registration
• Donation etc
• Learn from your campaigns, and make
suggestions
77. Wrap-up
1. Digital Marketing is the future
2. Successful campaigns = Audience + Ad +
Page
3. The Best Audiences will be a blend of
both Native and Custom
4. Tips on ads types
5. Keep an eye on your acquisition costs
6. Testing will help you optimize
82. Wild Apricot Expert Webinar
Start Using Facebook Ads to Reach a Big
Audience with a Small Budget
Build. Connect. Grow. Membership & more.
Presented by
Farhad Chikhliwala
Digital Marketing Expert
Wild Apricot