adquant reach out: using facebook for causes

Reach Out: Promoting Causes with Facebook

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• Founded in 2007

• One of the first Facebook PMDs

• Best in class advertising technology

• 450%+ year-over-year revenue growth

ABOUT

Why Ads?

• What’s the benefit?

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3 Types of Messaging

• Owned– Pages, Posts, Apps, Events

• Earned–Word of Mouth, Shares, Comments, Likes

• Paid–Web Ads, Social Ads, News Feed Ads,

Sponsored Stories

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Mixed Media Approach Results in Amplification

Paid Owned

Earned

Key Terms

• Impression• CPM• CPC• CTR• Reach & Frequency

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Definition: Impression

• An Impression is the number of times your ad is shown– It is not the number of times it gets

clicked on. That is a Click.

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Definition: CPM

• The Cost Per Mille (one thousand impressions)

𝑇𝑜𝑡𝑎𝑙𝐶𝑜𝑠𝑡𝑇𝑜𝑡𝑎𝑙 𝐴𝑑 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠

×1000=𝐶𝑃𝑀

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Definition: CPC

• The Cost Per Click

𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝐶𝑜𝑠𝑡𝑇𝑜𝑡𝑎𝑙𝐶𝑙𝑖𝑐𝑘𝑠

=𝐶𝑃𝐶

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Definition: CTR

• The Click Through Rate• The percentage of impressions that result in clicks

𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝐶𝑙𝑖𝑐𝑘𝑠𝑇𝑜𝑡𝑎𝑙 𝐴𝑑 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠

=𝐶𝑇𝑅

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Definition: Reach & Frequency• Reach: The size of the audience that

you are targeting• Frequency: The amount of times on

average that a user sees an ad

Be Goal Oriented

• Define your Goals• Think in terms of ROI

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Ask yourself

• What are my end goals?– Find volunteers– Raise money– Build a Fan base– Promote an event

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Turn your goals in measurable objectives to focus on ROI

• What are my end goals?– Find volunteers• How much a new volunteer worth?

– Raise Money• How much money do I need per contributor?

– Build a Fan base• How much is a fan worth to my cause?

– Promote an Event• How many attendees do I want?

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Clear Goals = Measurable Results

• If you know what you want to bring from your ads

• You will know:– How much to invest–When to change strategies

Targeting

• Where• Who

• Language• Existing Contacts• Interests• Demographics• Connections• Device

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Demographics

• Age– How old is your typical audience?

• Gender– Does your cause appeal to a specific gender?

• Relationship– Does your cause appeal to singles? Couples?

• Education & Work– Looking for students? Specific industries?

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Geographic Targeting

• Where is your target audience– The smaller you can make your targets

the less money wasted

• Countries• Cities• Regions

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Language

• Language is very important• Targeting Olim in Israel?– Remember to aim for English Speakers

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Who do you know?

• Facebook lets you target your existing contact database (Custom Audiences)

• Use the Power Editor (it’s free) to upload lists of your current contacts

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Lookalike Audiences

• Let Facebook do the heavy lifting and find audiences that look like your existing contacts

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Precise Interest Targeting

• Use lists of likes and interests• Topic Targeting: the “#”

symbol can make big differences in audience size

#Photography Photography

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Targeting Research

• Use Graph Search to find the interests of your existing fans

• Uses:– Precise Interest Targeting– Exclude existing fans to

grow user base

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Broad Category Targeting

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Combine Both Precise and Broad Interest Targeting for refined focus

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Connections

• Friends of your Fans – A great way to start growing your

Facebook Fan Base

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Target by Device

• Target people by their device– Students are very mobile centric

• 78% of Facebook users are on mobile (U.S.)

Sponsored Stories

Give the amplification a nudge

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What is a Sponsored Story?

• Sponsored stories are messages coming from friends in Facebook about actions that they have taken to interact with your organization on Facebook

• Examples:– Liking your Fan Page– Sharing a Post– Attending an Event

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What Does a Sponsored Story Look Like?

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Right Hand Side

Sponsored Story Placement

News Feed Desktop News Feed Mobile

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Types of Sponsored Stories

• Page like sponsored story• Page post like sponsored story• Page post comment sponsored story• Page post share sponsored story• Event sponsored story

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How does it work?

1. Find the Advanced Ad Options2. Choose your story type3. Set your Budget and additional

Targeting– Creatives and Images automatically

taken from page and post content

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Why use Sponsored Stories?

• Amplifies word of mouth– Powerful messaging

• Promote interaction with your brand and organization

• High response rates – Adquant data has shown Sponsored

Story CTR consistently out perform Ads

Create Compelling Ads

• Importance of Images• Best Practices – Dos and

Don’ts• Ad Placements• Guidelines• A/B testing

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Why Facebook Ads are Different

• When designing an Ad on Facebook you need to make an impression

• Facebook is full of images (both ads and news feed content)– You have a split-second to grab a users

attention–Make sure your Impressions make an

impression

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Image Don’ts

• Don’t shrink images intended for other purposes

• Don’t cram text into your images– 20% text restriction

• Don’t use your logo unless you are a very well know organization

• Don’t use white backgrounds

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Image Dos

• Do use pictures with faces and people

• Do use bright colors to grab attention• Focus on one subject per image only• Customize images to fit your

audience– Targeting parents? Use pictures of kids– Targeting animal lovers? Use animals

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Good Image or Bad Image

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Right Hand Side

Ad Placement

News Feed Desktop News Feed Mobile

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Common Ad Types and Placement

Mobile News Feed

Desktop News Feed

Right column of Facebook

Page post ads X X X

Page like ads X X X

Domain ads X

Sponsored stories X X X

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Common Ad Guidelines – Desktop

400 pixels

100H x 72W pixels

400pixels

209pixels

Page Post Photo Ad (News Feed)

Domain Ad (Right Hand Side)

Page Post Link Ad (News Feed)

Text: 500 characters

Title (link): 25 charactersText: 90 characters

Title: ~60 charactersDomain Link: ~30 charactersDescription: ~90 charactersText: 500 characters

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Common Ad Guidelines – Desktop

400 pixels

400pixels

150pixels

Page Post Video Ad (News Feed)

Page Like Ad (News Feed)

Text: 500 characters

Text: 500 characters

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Common Ad Guidelines - Mobile

618 pixels

560pixels

292pixels

Text: 110 characters

Title: ~60 charactersDomain Link: ~30 charactersDescription: ~30 charactersText: 110 characters

Photo Page Post Link Page Post

560pixels210

pixels

Page Like Post

Text: 110 characters

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A/B Testing

• Not sure which ad will work best?– Run a test

• A/B testing compares two options• You can run a test by pushing ads

live and collecting data (costs money)

• You can run a test in your office (free)

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A/B Test Examples

Winner

CTR 2x Higher

Dollars and Sense

• Bid Modes• Budgets

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What exactly do you pay for?• This depends on your bid mode– CPC Bidding: You pay for every click– CPM Bidding: You pay for 1000

impressions

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Optimized CPM

• You define a goal and Facebook will optimize ad delivery to meet your goals

• Automatic (Facebook chooses) or manual bid configuration

• Example Goals– Like– Link Click– Action on Website– Comments

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Budgets & Campaigns

• Budgets are set at the campaign level

• To control costs and monitor ads we recommend no more than 4 ads per campaign

• Don’t mix targeting within a single campaign

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Budget Example (Setup)

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Campaign 2 Campaign 3

Budget: $10

Campaign 1

Budget: $10Budget: $10

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Budget Example (Day 1)

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Campaign 2 Campaign 3

Budget: $10

Campaign 1

Budget: $10Budget: $10

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Budget Example (Day 2)

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Campaign 2 Campaign 3

Budget: $10

Campaign 1

Budget: $10Budget: $10Budget: $20 Budget: $50 Budget: $50

Thank You!www.adquant.com | ari.r@adquant.com