adquant reach out: using facebook for causes

Reach Out: Promoting Causes with Facebook

3Adquant: Proprietary & Confidential Information

• 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?


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


Mixed Media Approach Results in Amplification

Paid Owned

Earned

Key Terms

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


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.


Definition: CPM

• The Cost Per Mille (one thousand impressions)

𝑇𝑜𝑡𝑎𝑙𝐶𝑜𝑠𝑡𝑇𝑜𝑡𝑎𝑙 𝐴𝑑 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠

×1000=𝐶𝑃𝑀


Definition: CPC

• The Cost Per Click

𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝐶𝑜𝑠𝑡𝑇𝑜𝑡𝑎𝑙𝐶𝑙𝑖𝑐𝑘𝑠

=𝐶𝑃𝐶


Definition: CTR

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

𝑇𝑜𝑡𝑎𝑙 𝐴𝑑𝐶𝑙𝑖𝑐𝑘𝑠𝑇𝑜𝑡𝑎𝑙 𝐴𝑑 𝐼𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠

=𝐶𝑇𝑅


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


Ask yourself

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


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?


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


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?


Geographic Targeting

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

the less money wasted

• Countries• Cities• Regions


Language

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


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


Lookalike Audiences

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


Precise Interest Targeting

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

symbol can make big differences in audience size

#Photography Photography


Targeting Research

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

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

grow user base


Broad Category Targeting


Combine Both Precise and Broad Interest Targeting for refined focus


Connections

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

Facebook Fan Base


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


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


What Does a Sponsored Story Look Like?


Right Hand Side

Sponsored Story Placement

News Feed Desktop News Feed Mobile


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


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


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


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


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


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


Good Image or Bad Image


Right Hand Side

Ad Placement

News Feed Desktop News Feed Mobile


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


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


Common Ad Guidelines – Desktop

400 pixels

400pixels

150pixels

Page Post Video Ad (News Feed)

Page Like Ad (News Feed)




Common Ad Guidelines - Mobile

618 pixels

560pixels

292pixels


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

Photo Page Post Link Page Post

560pixels210

pixels

Page Like Post



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)


A/B Test Examples

Winner

CTR 2x Higher

Dollars and Sense

• Bid Modes• Budgets


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


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


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


Budget Example (Setup)

18-25 26-30 31-35

Campaign 2 Campaign 3

Budget: $10

Campaign 1

Budget: $10Budget: $10


Budget Example (Day 1)

18-25 26-30 31-35


Budget: $10

Campaign 1

Budget: $10Budget: $10


Budget Example (Day 2)

18-25 26-30 31-35


Budget: $10

Campaign 1

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

Thank You!www.adquant.com | [email protected]

adquant reach out: using facebook for causes

Technology

sponsored story look

facebook fan base

fan page

story type

interests topic targeting

facebook users

facebook examples

important targeting