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PAID SOCIAL: BLOWING UP THE BASICS

ROBERT FIELD, MARCH OF DIMES

ASHLEY REED, BKV

MADELINE RUFFIN-THOMAS, BKV

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Learning Objectives• Discover which Facebook targeting options and ad types are

best suited for your campaign objectives (acquisition, engagement, revenue)

• Learn how organic social listening can inform your paid social strategies

• Understand how to maximize your budget to run an efficient and effective paid social campaign

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PAID FACEBOOK ANDINSTAGRAM OVERVIEW

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Why Paid Facebook?

• 52% of US time spent on social networks is on Facebook

• Facebook (and Instagram) contributed 68% of global social ad revenue in 2016, a whopping $22 billion

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March of Dimes Paid Social Evolution

• 2008 – first paid social campaign; ran on MySpace• Part of online efforts to rebrand Walk America to March for Babies

• 2011 – began running “like” campaigns on Facebook

• 2014 – began using Facebook as a lead and revenue driver• Pledge/petitions and donor/fundraiser acquisition• More effective with shift to Newsfeed ads, introduction of CRM targeting and

addition of Instagram

• Today – paid Facebook is a digital campaign cornerstone • Facebook is consistently a top-performing partner on any digital media plan

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Facebook Algorithm Changes the Game

• Currently, organic reach to fans can be as low as 2% or less

• March of Dimes saw a massive YOY decline in organic reach between 2014 and 2015

• 2014 – This post reached 7.6MMorganically

• 505K Page Likes

• 2015 – Same post/time period reached only 1.2MM organically

• 603K Page Likes

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Facebook + Instagram = a Dynamic Duo

• Managed simultaneously within Facebook

• All Facebook’s targeting options are available

• Facebook auto-optimizes towards the most efficient placement

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• Those who have expressed an interest in similar pages

• Those who have engaged in specific behaviors; 3rd party data

• Education, household, financial, work, generation, etc. 1st and 3rd party data

• Website Visitors and Look-a-likes• CRM and Look-a-Likes• Fans / Engagement* and Look-a-Likes

Facebook and Instagram Targeting

Broad

Defined

Behavior

Interest

Demographic

Custom

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Ad Placements Overview

Desktop Newsfeed

Mobile Newsfeed

Sponsored Messages

Desktop Right Rail

InstagramFeeds/Stories*

Audience Network

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Ad Format Overview

Single Image Canvas Dynamic

Product Carousel

Slideshow Video Lead Gen Mobile Collection

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Ad Objectives Overview

Awareness

Reach

Brand Awareness

LocalAwareness

Consideration

Video Views

Engagement

Traffic

App Installs

Lead Gen

Conversion

Conversions

Product Catalog Sales

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Ad Placement & Format Examples

Mobile Newsfeed Desktop Newsfeed

Single Image Ads

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Placement Examples

Instagram Feed Right Rail

Audience Network

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Ad Format Example: Lead Ads

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Pricing Models Overview

Reach & FrequencyAuction-Based*

CPM

CPC (Click)

Cost Per View

Cost Per Engagement

Cost Per App Install*Auto or manual bids

Reach & Frequency screenshot  is an example courtesy of Facebook (not from MOD campaign).

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Reach Users Across the Donor Journey

• Take a two-pronged approach to Facebook advertising: invest in both brand awareness and conversion (DR) campaigns

• Brand awareness is especially important when targeting prospecting audiences, as Facebook is a place users go to find the familiar (brands included!)

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Sequential Messaging Best Practices

1. Start with a brand awareness or reach-optimized campaign to familiarize potential supporters with your organization while also engaging them

2. Retarget users who have engaged with your awareness campaign in your DR campaign

1. Start with a DR campaign using interest groups/custom audiences (CRM,CRM look-a-likes, website visitors) to find your supporters and those with a tie to your mission

2. Retarget users who have converted with follow-up or engagement appeal

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Measurement: Laying the Foundation

It all begins with the Facebook pixel!

1. Install universal Facebook pixel on all website pages

2. Add custom events to track conversions

3. Create custom audiences and look-a-like audiences for retargeting and prospecting

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INTEGRATING ORGANIC ANDPAID SOCIAL MEDIA EFFORTS

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Tap Into Facebook Organic Insights

Use Facebook insights to determine what is performing best organically, and test creative elements within paid campaigns across various audience segments

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...And Facebook Audience Insights

Audience Insights screenshots are examples only (not from MOD audiences).

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Use Social Listening to Inform Organic and Paid Campaigns

• Social listening provides visibility into trending topics, donor attitudes, demographics, influencers and competitive and industry insights

• Can help refine your organic and paid content, as well as paid audience targeting

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BCRA Trending Terms 

BCRA Top Sources

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BCRA + Babies Trending Terms 

BCRA + Babies Top Sources

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Test to Fans Before Rolling Out

• A new statistic received some pushback in earlier organic Facebook and OOH efforts, so we tested the stat to Fans

• The ad using the stat won, and was successfully rolled out to all Facebook audiences and display buys

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Extend a Strong Organic Initiative to Paid

• For a number of years, MOD has had a strong “NICU to Now” organic initiative

• Users share images of their child as a preemie and as a happy, healthy older child

• MOD features NICU to Now stories in organic posts

• In 2016, began leveraging this approach in ads with strong success

• Among top-performers for both EOY 2016 and MFB 2017

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Ditch the Fragmented VoiceMake sure the images and copy you’re using in your paid social media posts is consistent with your organic posts

Organic Paid

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MAXIMIZING FACEBOOK ANDINSTAGRAM CAPABILITIES FOR

OPTIMAL EFFICIENCY

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Paid Facebook is a Low Risk Initiative

• No minimum budget commitment

• Can pause or update any aspect of your campaign at any time

• Pause ads or audiences• Switch out copy or images in existing ads• Layer on audience inclusions or exclusions• Upload new ads and turn on new audiences• Change daily or lifetime budget

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Petition Campaign for Healthcare Vote

• As news on the looming vote unfolded and statistical significance was reached in tests:

• Changed out image• Revised copy 3 times• Increased daily budget twice• Decreased daily budget• Changed campaign end date 3 times• Changed audience filters twice• Paused campaign twice

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Easily Managed and Optimized

• Manage Facebook and Instagram simultaneously through Facebook Power Editor

• Upload one image and set of copy per ad and it is automatically adjusted to the proper specs for all placements

• Automatically optimizes towards best performing ads

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Vast Customization Options

• Ability to target based on interests, first- and third-party data

• Broader targets can be layered onto custom audiences

• Ad formats allow content flexibility with no added cost

• Include videos, cinemagraphs, image slideshows/carousels and lead gen forms

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Tips and Tricks: Creative

• Don’t design Facebook Newsfeed ads like banner ads• Native ad format—people engage when the content feels organic• Remember that images can have no more than 20% text overlay

• Test video for DR and awareness efforts• Ideal length is usually 0:15-0:45

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Tips and Tricks: Targeting vs. Budget

• Tailor your targeting to your budget• Layer targets to strategically narrow audience

size for smaller budget efforts

• For the Macy’s Shop for a Cause campaign, we layered these audiences to build a highly relevant and effectively sized audience:

• Fans of Macy’s and/or competitors• MOD’s interest-based/custom audiences• Women

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Tips and Tricks: Analysis

• Consider what the metrics are telling you• Low conversion rate doesn’t mean poor ad

performance if the click-though rate is strong

• This ad had the highest CTR but lowest CR in 2016

• In 2017, the same ad had one of the highest CTRs and CRs

• The difference? Updated sign-up lander content to tell this child’s story in 2017

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Tips and Tricks: Boosted Posts

• Use boosted posts strategically• Boosting won’t help if no one is engaging

organically• Make sure post content is interesting and

relevant to your boosted audience

• For MFB 2017, we boosted engaging fundraising posts to users who had signed up to walk

• Walkers shared the content with friends, so this cultivation effort actually became a top sign-up driver!

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Additional Tips and Tricks

• Take advantage of Audience Insights to tell you more about your donor file

• Ensure team managing organic social has the permalinks to ads (dark posts) to manage comments

• Set campaign converters as a suppression list or add them to a second-tier ad stream

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Don’t forget to visit the Solutions Showcase!

Many of the ideas discussed today are on display at the Solutions Showcase!

Thank you!Robert Field – rfield@marchofdimes.org

Ashley Reed – ashley.reed@bkv.com

Madeline Ruffin-Thomas – madeline.ruffin@bkv.com