Facebook Ads: Run Them Like a Pro

Nadalie DiasDigital Marketing SpecialistRedEngine DigitalTwitter: @redengine

Kiera SteinWeb Content ManagerCARE USATwitter: @care

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Why Facebook Ads?

Inventory & Scale Value

Easy to Use

(Self-Service)

Integration of other Channels

Campaign Basics : Setup

1. Create a Business Account

• Setup funding source• Adjust settings

2. Create Conversion Pixel

• Create a JavaScript code snippet to place on your conversion pages

3. Download Power Editor Chrome Extension

• Sync all campaigns

Campaign Basics: Goals & KPIs

Goals

Engagement KPIs

Click through rate

Conversion rate of engagement action

Fundraising KPIs

Cost per acquisition

Return on ad spend

Conversion rate

Facebook Marketplace

Custom Audiences

• Target your Sponsored Story or ad to a specific set of users

• Audiences can be defined by either user email address, Facebook UIDs, user phone numbers, app user IDs, or Apple's IDFA

• Use Partnerships to leverage 3rd party cookie data

Lookalike

• Using Custom Audiences, you can create an audience that targets people who are similar to your custom audience list.

• Lookalike audiences help you reach people who are similar to your current supporters

Facebook Marketplace

Promoted Posts

• They appear higher in News Feed

• You can promote a post from your Facebook page

3,550 likes, 112 comments and 730 Shares

$2,318 via 23 donations, spent $2,940

Promoted Posts: Spring Matching Gift

$526 via 15 donations, spent $300 $410 via 17 donations, spent $300

Spring Matching Gift

• 2,921 clicks• 11,381

likes, comments, replies & retweets

• $2,823 via 97 donations

• Spent $2,589

Promoted Posts: Sahel Food Crisis

$1,155 via 4 donations, spent $500

Spring Matching Gift

Social media raised $5,071 via 58 donations around the topic of the Sahel in 2012.

Spring Matching Gift

$880 via 12 donations, spent $300

Facebook Exchange: Segmentation

Segmentation & Bidding Strategy

• Determine your audience pools based upon the following factors• Top visited

pages• # of pageviews• e-commerce

Landing pages• Identify your

conversion funnel

Homepage

Pledges and Email Sign ups

Donation Forms

Facebook Exchange: Segmentation

• Only visited homepage

• Bid less: $0.69-$0.75

Bob

• Signs a pledge

• Bid more: $0.75-$1.00

Sally

• Visits a donation form

• Bid more aggressively: $1.00-$1.50

Debbie

Facebook Exchange: Attribution

Post Click & Post Impression actions

• Recommend counting both• How should we attribute/weight?

Look back windows

• Identify your look back window based upon your sale cycle

• Average look back window is 30 days• I wouldn’t recommend over 90 days

Display ad (impression)

is seen but not clicked

Consumer visits and purchases/submits

lead from advertisers website at later date

Original display ad/impression is

given due credit for the conversion

Creative Dos and Don’ts

Do Make it short Make it relatable Make it personal Use striking image but not off-

putting Test copy and messaging

Don’t Use formal language Run same ads too long Run constantly! Run ads only

when you have an important campaign

Do Be concise Feature a clear Call to Action Make it personal Test different Call to Actions Test copy and imagery

Don’t Use copy that’s hard to

understand Oversaturate Synchronize messaging or

make your copy consistent

In News Feed In Right-Hand Rail

Campaign Examples

Fundraising

Redengine’s paid Facebook campaign

for Matching Gift with CARE resulted in:

Decreased CPA by 100% from beginning of campaign to end

While maintaining an ROA over 300%

Poor Performing Campaigns

Play to your organizations strengths

Don’t run generic campaigns that won’t connect at a personal

level with your FB audience

Use great images, heart warming stories, and striking statistics

Campaign Examples

Engagement

CARE’s paid Facebook

campaign for Facebook Like

Drive resulted in:

Grew Facebook audience by 38%.

Avg. Cost per like was $1.34

Poor Performing Campaigns

Weigh the “cost” of what you’re asking them to do against your man-power

Don’t adopt the “shiny new thing” at the cost of

usability

Be wary of “Hallmark Holidays” – it’s a crowded space

Facebook In Your Multichannel Campaign

Synchronizing messaging across

channels• Direct mail, email, DRTV,

etc.

Planning frequency • If possible, use an attribution solution

Analysis• Attribution• Weighting

Multichannel Campaigns Let’s talk attributio

n

Display Advertisin

g

Paid Search

Organic Search

DirectReferralSocialEmail

Display Advertisin

g

Paid Search

Organic Search

DirectReferralSocialEmail

First touch model

Last touch model

100% Conversion Value

100% Conversion Value

Attribution

Benefits of Attribution

• It gives you a 360 view into results of your advertising efforts

• Shows relationships between all channels and the pathway to conversion

• It can help you with budget allocation and planning• Demonstrates the value and the role social media

plays in your path to conversion• Associates ROI to your campaigns even if they

aren’t direct response driven

Analysis & Attribution

Create attribution

model

Weight all conversions

Identify path to

conversions

Key Takeaways

Allows you to

customize your

messaging

Large scalabilit

y

Gives you constant

brand visibility in a cost effective

manner

Got Questions?Contact RedEngine Digital!:Facebook: www.facebook.com/redenginedigital Twitter: @redengine #fbnonprofitsEmail: info@redenginedigital.comPhone: 703-556-8489

Thank You!