Delightful Dive into the Depths of Direct Response Digital Ads
Transcript of Delightful Dive into the Depths of Direct Response Digital Ads
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Delightful Dive into the Depths of Direct Response Digital Ads
Madeline Stanionis, Principal + Creative Director, M+R Stephanie Lauf, Director, Digital Fundraising & Supporter Engagement,
Planned Parenthood Federation of America
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@MRCampaigns
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www.mrbenchmarks.com
www.mrss.com/lab
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TOD
AY
AD EXCHANGE
BUYER SELLERS
2000
s
AD NETWORKS
1990
s
DIRECT
Changes in Digital Advertising
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NOW…
✳ More control ✳ Unbelievable targeting ✳ More affordable ✳ Real time results ✳ So much more throttle ✳ and… ✳ Volatile ✳ Complicated ✳ and a teeny bit screepy
It’s totally amazing
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Common Ad Terms
✳ CPM vs CPC vs CPA vs CPD ✳ ROI and ROAS ✳ Net Revenue or Net Cost ✳ Display ✳ View-Through vs. Click-Through Conversions ✳ Attribution ✳ Cookies and pixels
Uncommon in any other context
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Facebook Custom Audiences
Facebook Lookalike Modeling
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Retargeting/Remarketing Who?
✳ Email clickers ✳ Email addresses
✳ Recent donors ✳ Lapsed donors ✳ Emergency donors ✳ Inactives ✳ Unsubscribes
✳ Website visitors ✳ Homepage ✳ Donation form ✳ Any section!
✳ Mailing addresses
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Channels and Vendors
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Go Big!
Planned Parenthood 2015
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2015 PPFA
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PPFA Pink Out Day Go big or go home
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Digital Ads Overview
✳ Paid Search
✳ Retargeting
✳ Direct Ad Buys ✳ Salon.com ✳ Jezebel ✳ Daily Kos Homepage Takeover
(12/30 and 12/31)
✳ Display Partners
✳ Additional Tactics ✳ Facebook Lookalike Modeling
for Donor Acquisition ✳ CRM Retargeting of Non-
donors & Inactives on Google Display Network
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Digital Ads Strategy
✳ Optimized ongoing search, display, and Facebook acquisition ads program
✳ Increased ad spend aggressively throughout December
✳ Successful tests of new vendors and tactics, including direct ad buys on Jezebel and Salon; Facebook lookalike donor acquisition; and Bing paid search
✳ Developed and tested new creative concepts & match-focused creative
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Creative Performance: Top Ads
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November December January
Stopped serving ads to 4+ hour audience.
Permanently changed creative
Doubled bidding on impressions
Final audience adjustments
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Results
In December 2015 alone we: ✳ Drove more than 16X the number of
new donors ✳ Did it at a better net cost per donor: -
$141 in 2015 compared to -$113 in 2014 (yes, again - PPFA raised more money from new donors than it cost to acquire them!)
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Results, continued In December 2015 alone we: ✳ Raised nearly 4X as much from paid
search - while simultaneously more than quadrupling the paid search ROAS (return on ad spend)
✳ It was a record-setting year-end campaign for PPFA as a whole, but December 2015 truly set a new benchmark for what the digital donor acquisition program could do for the organization.
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What’s next… Go bigger!
✳ Reporting & Analysis
✳ Integration with other programs
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Smart growth
UNHCR 2015
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Case Study: UNHCR How big can we go?
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Case Study: UNHCR How big can we go?
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Case Study: UNHCR Slow, steady
✳ Over 2500% increase in monthly ad spend from March to December, across 18 different vendors/strategies
✳ $2.35 ROAS ✳ Smart implementation (and stepping up
growth slowly) simultaneously grew and improved the program.
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How to get the most out of display YOU MUST HAVE sophisticated tracking! ✳ Display conversions are view-through not
click-through. ✳ Consistent tracking, or ✳ …you're not going to be able to evaluate
display on any level. ✳ .
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How to get the most out of display
✳ Focused, consistent messaging ✳ Run a significant amount of time (3 weeks-3
months) ✳ Achieve saturation (10-15 impressions per
audience members) (ISH) ✳ Have a focused audience and message.
✳ Prospects: advocacy ask ✳ Donors: monthly giving ask ✳ Etc.
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Smart search
Smithsonian
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Case Study: Smithsonian Search Sticking with it
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ROA
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Smithsonian Search Spend and ROI
Initial nervousness
Evaluation Period
Experimentation
Summer Shift
Breakeven
EOY
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Case Study: Smithsonian Search Sticking with it
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Case Study: Smithsonian Search Sticking with it
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Case Study: Smithsonian Search
✳ $2.08 ROAS ✳ EOY 2014 to 2015 : doubled donations
Sticking with it
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Try this in your search…
✳ Challenge conventional thinking ✳ Aim low? ✳ Change your case
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Fuzzy n Cute
Sierra Club Adopt a Wild Animal
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Case Study: Sierra Club Gift Giving Program
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Sierra Club
✳ Search: dynamic & standard keywords; retargeting
✳ Facebook custom audiences: people who donated last year
✳ Facebook lookalike audiences: people like previous donors/purchasers
✳ Retargeting: AWA site visitors ✳ Facebook and Instagram; static and
carousel ✳ Really Cute Creative
Tactics
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Case Study: Sierra Club
✳ $1.30 ROAS ✳ Increased revenue from ads by 341% compared
to 2014. ✳ Our lessons learned:
✳ Develop strong creative (cute animals = success!) ✳ Capitalize on dates & deadlines ✳ Spent ad budget around the biggest gift-giving days
from previous years ✳ Test and optimize:
✳ Carousel ads, exciting! But, meh. ✳ Static ads, meh! But, exciting!
✳ Facebook ads: Great! Instagram ads: Not great.
Gift Giving Program Results
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•Formats: Link posts v Offers
•Audiences: Custom, Lookalike, Interest
•Creative: Gorilla v Runners
Freakin Sweet
Facebook Ads
Event Registration
costs $45
We tested ALL THE THINGS:
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VS.
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Results??
We. Killed.
It.
(not the gorillas)
✳ $33 CPA (cost per registration)
✳ Instant ROI+ ($1.21!!!)
✳ Plus additional donations ✳ Targeting Runners really
worked
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What we learned
✳ Event Orgs (especially P2P), Facebook works for past attendees and new people.
✳ Facebook Offers are pretty neat! (Use a discount code for a store or a gift giving program).
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We’re running Facebook ads to recruit new email supporters who get moved into a phone-based field program. What’s the impact of requiring phone numbers?
(A Two-Week Test)
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Results & Takeaways:
Optional Required
Total Emails 260 222
Total Phone #s 82 221
% w/ Phone # 32% 100%
Email CPA $2.84 $3.32
Phone CPA $9.02 $3.34
The email recruitment drop-off was smaller than expected, for a much bigger return on the number of phone numbers acquired. (TBD if the required phone numbers will be of the same quality).
If you’re looking to do combined email/field or email/TM recruitment, requiring phone number doesn’t have to be scary! (But still test it, obvi.)
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CRM Retargeting
Test
Two months Retargeting ads for half
of DM recipients
Multichannel matching gift
campaign
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Results
Immediate return?
Eh
Test results? Eh
CRM Retargeting 9/1/14-12/31/14
Audience Size
# Gifts Revenue Revenue Per
Recipient
Control (no ads) 125,381 38,802 $1,315,926 $10.50 Test (ads) 125,533 38,665 $1,322,162 $10.53
We were unable to detect a statistically significant difference in revenue per recipient between the control segment (no ads) and test segment (ads).
NOTE: The service (AdRoll) isn’t able to match all the donors we gave them. They also don’t tell us exactly how many were matched. Very rough estimates seem like: • 20% of donors without email addresses • 50% of donors with email addresses.
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What we learned
✳ This type of CRM retargeting – matching and blanketing the full direct mail file with digital display ads – didn’t work for THIS ORGANIZATION
✳ Can we use this tactic with other orgs/audiences? Maybe? ✳ Targeting previous online donors? ✳ Targeting the whole email file? ✳ Targeting recent joins?
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Sample Budget For Going Big or Small
Channel Ad Budget*
Search $1,500-$15,000/month
Display for Acquisition $5,000-$100,000/month
Retargeting ~$500 per 100,000 visitors/month
Incentive Programs $10,000-$25,000 per campaign
Dedicated Emails $5,000-$25,000 per campaign
Facebook Ads $5,000-$30,000/month
Non-Profit Community Lead Gen $10,000-$100,000+ per campaign
Other/Experimental $10,000-$50,000/year
* Doesn’t include agency or ad serving fees, which range from 10-35% depending on creative, management, and reporting
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Madeline Stanionis, M+R www.mrss.com | @mrcampaigns
Stephanie Lauf, PPFA
www.plannedparenthood.org | @ppaction