pay to play: using facebook advertising to drive impact #17ntc

Pay to PlayUsing Facebook Ads to Drive Impact

Jennie Anderson, Greater Than AIDS,Kaiser Family Foundation

Greg Thomas + Julie Leary, Whole Whale

#17NTCpaytoplay

Tweets or it didn’t happen

@WholeWhale@GreaterThanAIDS#17NTCPayToPlay

http://po.st/17NTCpaytoplaywholewhale.com/nten-2017

Facebook’s decreased reach means we have to Pay To Play with FB ads #17NTCPayToPlay

Who are we?

@GreaterThanAIDS

@GreaterThanAIDS

@GreaterThanAIDS

Organic Facebook reach dwindling

Internet ad spend rocketing

Facebook Ad Credits: 2015 - ????

Engagement => Donations

Choosing Digital Goals

On-Platform Off-Platform

Choosing Digital Goals

On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics

Off-Platform

Choosing Digital Goals

On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics

Off-Platform● Quality site traffic● Conversions● Press/word of

mouth/other

Choosing Digital Goals

On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics

Off-Platform● Quality site traffic● Conversions● Press/word of

mouth/other

Do Vanity Metrics matter?

Vanity Metrics - metrics that look nice but don’t necessarily lead to direct impact

Let’s vote!

Do Vanity Metrics matter?

Yeah!● Brand awareness● Social proofing● More message

exposure● Make boss happy,

get a raise

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!

...but that social proofing tho

Choosing Digital Goals

On-Platform● Impressions● Audience Growth● Interaction● Vanity Metrics

Off-Platform● Quality site traffic● Conversions● Press/word of

mouth/other

Moving from awareness to action

Bots don’t prevent HIV (or donate)

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

Get started with ads

Account organization

Account

Campaign

Ad Set

Ad

Account organization

Account - holds ad accounts + pages

Campaign - set the objective

Ad Set - set targeting + budgets

Ad - set creative + tagged URL

Facebook Ad Objectives

Facebook Ad Objectives

On-platform

Facebook Ad Objectives

On-platform

Off-platform

Video ads

● Upload directly to FB● Pay per 3-second view● Can gain clicks

Lead generation ads

Lead generation ads

Anatomy of an ad

ImageHeadline

Call to action button

Text

Link description

Display URL

Budgeting + Scheduling

Budget type● Per day● Lifetime

Who’s going to moderate?

Targeting: Geolocation

Targeting: Demographics

Targeting: Demographics

So far, targeting is an intersection, not a union.

Who sees our ad

Targeting: Psychographics

Targeting: Psychographics

Targeting: Psychographics

Targeting: Broad or narrow?

Add here to include “any of the above”

Add here to narrow the audience - must match both/all

NBPC: Targeting Black Filmmakers

Placements

Add + preview placements:● Desktop News Feed● Mobile News Feed● Instagram● Audience Network● Desktop Right Column● Instant Articles● Messenger

Beware weird placements

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

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.

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.

How’d we do?

Measuring success

Measuring success

When?

At the end of the campaign

Measuring success

When?

At the end of the campaign

Throughout the campaign!

A/B Testing Ads

?

Gather Data

Ask Questions

AnalyzeInsights

Learn & Act

Which did better?

What does “did better” mean?

Conversion Rate

11.96%

7.95%

Lingo to know

● What’s my CTR?● What’s my CPC?● What’s my CPA?● Relevance score● Frequency

Within FB Ads

Using Google Analytics

Tag your campaigns

Benchmarks

Nonprofit Avg. Q4 2015CTR: 0.21%CPC for click-to-site ads: $0.27Video CPV: $0.01-0.05(3 seconds)

Your own performance!

Don’t forget

=

Advanced Tips + Tricks

Writing Great Ads

#DesignHacks

Stock Images● Creative Commons● Shutterstock (right

in ad interface)

Icons● Flaticon● IconMonstr● RoundIcons

#DesignHacks

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

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.

Who am I talking to?

Other social analytics tools

HootsuiteSocialReportSumAllFollowerWonkTweetPsychGoogle Trends

WhatTheTrendMentionMappSimplyMeasuredSocialMentionKeyHole.coSproutSocial

Free is great

$120,000/year

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

Try it!

Spend $100. What could you lose?

@WholeWhale | @GreaterThanAIDS

LetsTalk@WholeWhale.com

GreaterThan@kff.org

wholewhale.com/nten-2017