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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
Karen Buck, Marketing Communications Consultant, Zehno
Rob Kerr, Associate Vice President of Interactive Marketing, Bowdoin College
eduWeb Conference 2012
This is probably all outdated already.
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
Agenda
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
Disclaimer!
Noel-Levitz E-Expectations Survey
Noel-Levitz E-Expectations Survey
Varsity Outreach: Facebook and Admissions
Why are you here?
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
Benefits of Facebook ads
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?
Goals not tools
Lightening-round case studies!
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
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
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
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
www.sau.edu
DashboardOct 1, 2010 - Nov 28, 2010
Comparing to: Oct 1, 2009 - Nov 28, 2009
0
10,000
20,000
0
10,000
20,000
Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22
VisitsPrevious: Visits
Site Usage
603,032 Visits
Previous: 514,485 (17.21%)
1,366,119 Pageviews
Previous: 969,920 (40.85%)
2.27 Pages/Visit
Previous: 1.89 (20.17%)
45.97% Bounce Rate
Previous: 61.11% (-24.77%)
00:02:08 Avg. Time on Site
Previous: 00:02:09 (-0.84%)
22.86% % New Visits
Previous: 18.10% (26.28%)
Visitors Overview
0
5,000
10,000
0
5,000
10,000
Oct 4 Oct 11 Oct 18 Oct 25 Nov 1 Nov 8 Nov 15 Nov 22
VisitorsPrevious: Visitors
Visitors
167,688
Traffic Sources Overview
Direct Traffic339,775.00 (56.34%)
Search Engines154,167.00 (25.57%)
Referring Sites108,821.00 (18.05%)
Other269 (0.04%)
Map Overlay
Visits
0 594,214
1 Google Analytics
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
St. Ambrose MBA (2011)
Audiences
– MBA alums
– Current students in MBA programs
– Current students enrolled in St. Ambrose
undergraduate programs
Ambrose grads at Deere Reconnect with your MBA classmates. See who’s doing what in the Quad Cities and beyond
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
Bowdoin College Annual Giving (2012)
Challenge
– Drive annual fund donations with focus
on converting young alumni
– Ad plan as part of marketing strategy
– Strong reach tool
– Strong targeting tool
– Poor messaging tool
Bowdoin College Annual Giving (2012)
Creative
– Tested multiple ads
– Original goal was “microtargeting”
– “innate nosiness” wins out
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
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
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 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
Tulane in Colombia (2012)
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”
How to do it
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
What you’ll need
It’s easy… and complicated!
Traditional
Choose the right ad
Sponsored stories
Choose the right ad
Page Like
Page Post
(Also available: Checkins and app use)
Wisdom from the trenches
Be at peace with low click throughs
Game the system: Tell FB you’re rich!
Don’t target via Zip code
Create pages based on audience POV
Sponsored stories only work with a lot of likes
Visuals—and color—matter
Monitor and tweak, monitor and tweak
Start small! Ask for a like, not an application
Point back to FB when possible
Integrate with your CRM!
What have you found?
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
Questions and comments
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