Facebook Ads for Fundraising 101

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Making Your Community’s News Feed: Facebook Ads for Advancement #FBADvance

description

We live in a social centric world. Give your alumni a better shot to hear about events, pages and giving campaigns with a boost from Facebook Ads. Learn the latest trends of the world's largest social network, the in-and-outs of Facebook Ads and how Advancement Offices, from schools such as Brown University and Bowdoin College, have been able to successfully launch and measure ads on Facebook.

Transcript of Facebook Ads for Fundraising 101

  • 1. Making Your Communitys News Feed: Facebook Ads for Advancement#FBADvance

2. Goals for Today 1) Describe primary types of Facebook ads 2) Break down how to run FB ad campaign 3) Provide examples and recommendations 4) Lastly, get feedback and stories about the campaigns you run in the coming weeks #FBADvance 3. Spring 2010#FBADvance 4. Since then...#FBADvance 5. Facebooks Ad Network#FBADvance 6. Today, there are over 1 billion users on Facebook.*#FBADvance*USA TODAY 7. If Facebook Was a Country...*China#FBADvanceIndiaFacebookUSA*Wikipedia Country Populations 8. 23% of Facebook Users Check Their Account at Least 5x a Day*#FBADvance*Inbound Marketing Agents 9. > $1B in Ad Revenue Last Quarter 10. 2 Primary Facebook Ad Types#FBADvance 11. 1. External Ads An Ad to an external linkAnnual Giving Page #FBADvanceAlumni App Download 12. 2. Engagement Ads An Ad for a Page, Facebook App or EventAlumni Association Page Promotion #FBADvance 13. Engagement Ads: Sponsored Stories Ads through engagement: likes & commentsChapter Page Promotion #FBADvance 14. Engagement Ads: Promoted Posts#FBADvance 15. Three Steps in a Facebook AdDesign > Targeting > Launch#FBADvance 16. Ask these questions: What are my goals? Donations? Reach? Attendance?How long will my campaign be? End of Fiscal Year? Reunion?How much am I willing to spend? Overall/Daily BudgetHow am I going to measure my success? Click-Through Rates? Conversions?#FBADvancewell get to more of this with details later on 17. Design > Targeting > Launch External Ad v. Engagement Ad Good Grammar and Nice Manners Insert Your Message in Your Image Admin = Sponsored Stories for Likes, Advanced Features#FBADvance 18. Design > Targeting > Launch to whom is my ad designed? Location, Age, Sex Interests (Extracurriculars) Friends of Fans (Associated Pages) Education - Field of Study - Class Year by Age#FBADvance 19. Design > Targeting > Launch Terminology: Campaigns contain Ads Do not run an ad longer than 7 days CPC: Cost Per Click, CPM: Cost Per Impression High Bids Higher Spend#FBADvance 20. Measuring Success: Facebook Ad Manager#FBADvance 21. Measuring Success: Campaigns & Ads#FBADvance 22. Measuring Success: Page Insights (For Engagement Ads)#FBADvance 23. Measuring Success: Advanced - Reports#FBADvance 24. Brown University (Engagement Ad)Power of Social Proof 25. Bowdoin College (External Ad)$1.12 avg. CPC .03% CTR 10% Conversion Rate Added Campaign Layer *Measuring LTV > Donations* 26. Amherst College (External Ad) 27. Theres always something new. 28. Recommendations 1) Focus on Life Time Value (LTV) Importance of Facebook Likes Not Always $1 In and $2 Out 2) Leverage Facebooks Uniqueness Sponsored Stories Advanced Targeting 3) Run A/B Tests Run Two Campaigns, Test Ad Variables One at a Time Cost Per Action Relative to Other Marketing Costs 29. Q&A 30. Additional Resources evertrue.com/blog evertrue.com/resources 31. Learn More at www.evertrue.com [email protected]