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Karen Buck, Marketing Communications Consultant, ZehnoRob Kerr, Associate Vice President of Interactive Marketing, Bowdoin...
This is probably all outdated already.
Agenda   Check in with the audience   Benefits of FB ads   First things first   Lightening round case studies   Looking at...
Disclaimer!   Facebook ads are just one slice of what we do   –  A very effective slice   Today’s presentation is based on...
  Noel-Levitz E-Expectations Survey
  Noel-Levitz E-Expectations Survey
  Varsity Outreach: Facebook and Admissions
Why are you here?
Benefits of Facebook ads   Not search-based!   Hyper targeted   Relatively inexpensive   Measurable   Reported to be effec...
Goals not tools   Setting objectives   Refine and segment   –  Not “more students” or “more money” Marcomm 101   –  Who is...
Lightening-roundcase studies!
St. Ambrose Pilot (2010)   The point: You have to test and benchmark   Objectives   –  Increase brand awareness   –  Build...
St. Ambrose Pilot (2010)   28 segments   –  Alumni   –  Current students   –  Prospective first-year students, targeting l...
St. Ambrose Pilot (2010)   Ad Budget: $30,000 over 2 months   Results    –  175 million impressions    –  30,000 clicks, a...
St. Ambrose Pilot (2010)   Standouts   –  Friends of alums   –  Friends of the class of 2014   –  MBA women over 23   –  T...
www.sau.edu                                                                                                               ...
St. Ambrose MBA (2011)   The point: Track down “missing” constituents to    build alumni network value   Objectives   –  B...
St. Ambrose MBA (2011)   Audiences   –  MBA alums   –  Current students in MBA programs   –  Current students enrolled in ...
Ambrose gradsat DeereReconnect withyour MBAclassmates. Seewho’s doing whatin the Quad Citiesand beyond
St. Ambrose MBA (2011)   Ad Budget: $10,000 over 2 months   Measured   –  Impressions: 49 million   –  Clicks: 8,678 — avg...
Bowdoin College Annual Giving (2012)   Challenge   –  Drive annual fund donations with focus     on converting young alumn...
Bowdoin College Annual Giving (2012)   Creative   –  Tested multiple ads   –  Original goal was “microtargeting”   –  “inn...
Bowdoin College Annual Giving (2012)   Results   –  Low clickthrough, high yield   –  $1.12 avg CPC — .03% CTR   –  10% co...
Tulane Energy (2011-2012)   The point: Get creative with how you use ads   Objectives   –  Launch new master’s level progr...
Tulane Energy (2012)
Tulane Energy (2012)Page now at 2,220+ “likes”
Tulane in Colombia (2012)   The point: Slice out minute segments   Objectives   –  Boost attendance at in-country informat...
Tulane in Colombia (2012)
Tulane in Colombia (2012)   Ad Budget: $1,200 over 1 week   Measured   –  Impressions: 27 million impressions   –  Clicks:...
How to do it
What you’ll need   Patience! You’re going to learn a lot, and things will    constantly, unexpectedly change   A page—or n...
It’s easy… and complicated!
Choose the right ad   Traditional
Choose the right ad   Sponsored stories Page Like                                            Page Post                    ...
Wisdom fromthe trenches
Game the system: Tell FB you’re rich!                                   Point back to FB whenVisuals—and color—matter     ...
What have you found?
To summarize   Set specific objectives   Segment your audiences to target effectively   For admissions: Serve up hyper-tar...
Questionsand comments
Resources   Zehno white papers and free enewsletter:    www.zehno.com/papers   Hubspot: www.hubspot.com   Facebook Marketi...
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
How to Craft a Successful Facebook Ad Campaign
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How to Craft a Successful Facebook Ad Campaign

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In this presentation for the eduWeb Conference in 2012, Karen Buck from Zehno and Rob Kerr from Bowdoin College share case studies and tips from successful ad campaigns.

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How to Craft a Successful Facebook Ad Campaign

  1. 1. Karen Buck, Marketing Communications Consultant, ZehnoRob Kerr, Associate Vice President of Interactive Marketing, Bowdoin CollegeHow to Craft a SuccessfulFacebook Ad CampaigneduWeb Conference 2012
  2. 2. This is probably all outdated already.
  3. 3. 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
  4. 4. 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
  5. 5.   Noel-Levitz E-Expectations Survey
  6. 6.   Noel-Levitz E-Expectations Survey
  7. 7.   Varsity Outreach: Facebook and Admissions
  8. 8. Why are you here?
  9. 9. 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
  10. 10. 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?
  11. 11. Lightening-roundcase studies!
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. www.sau.edu Oct 1, 2010 - Nov 28, 2010Dashboard Comparing to: Oct 1, 2009 - Nov 28, 2009 Previous: Visits Visits20,000 20,00010,000 10,0000 0 Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22Site 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
  17. 17. 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
  18. 18. St. Ambrose MBA (2011)   Audiences –  MBA alums –  Current students in MBA programs –  Current students enrolled in St. Ambrose undergraduate programs
  19. 19. Ambrose gradsat DeereReconnect withyour MBAclassmates. Seewho’s doing whatin the Quad Citiesand beyond
  20. 20. 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
  21. 21. 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
  22. 22. Bowdoin College Annual Giving (2012)   Creative –  Tested multiple ads –  Original goal was “microtargeting” –  “innate nosiness” wins out
  23. 23. 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
  24. 24. 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
  25. 25. Tulane Energy (2012)
  26. 26. Tulane Energy (2012)Page now at 2,220+ “likes”
  27. 27. 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
  28. 28. Tulane in Colombia (2012)
  29. 29. Tulane in Colombia (2012)   Ad Budget: $1,200 over 1 week   Measured –  Impressions: 27 million impressions –  Clicks: 11,731 — 10 cents/click! –  1,373 “Connections”
  30. 30. How to do it
  31. 31. 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
  32. 32. It’s easy… and complicated!
  33. 33. Choose the right ad   Traditional
  34. 34. Choose the right ad   Sponsored stories Page Like Page Post (Also available: Checkins and app use)
  35. 35. Wisdom fromthe trenches
  36. 36. Game the system: Tell FB you’re rich! Point back to FB whenVisuals—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 codeStart small! Ask for a like, not an application Create pages based onIntegrate with your CRM! audience POV Monitor and tweak, monitor and tweak
  37. 37. What have you found?
  38. 38. 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
  39. 39. Questionsand comments
  40. 40. Resources   Zehno white papers and free enewsletter: www.zehno.com/papers Hubspot: www.hubspot.com   Facebook Marketing Solutions: www.facebook.com/marketing   Liz Gross: lizgross.wordpress.com

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