This document provides information on using Facebook ads to promote causes and non-profits. It discusses the benefits of a mixed media approach using owned, earned and paid content. It also defines key advertising terms and recommends setting goals, targeting audiences precisely, creating compelling ads, and testing ads to optimize performance. Budgets should be set at the campaign level to control costs.
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• Founded in 2007
• One of the first Facebook PMDs
• Best in class advertising technology
• 450%+ year-over-year revenue growth
ABOUT
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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.
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Definition: CPM
• The Cost Per Mille (one thousand
impressions)
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Definition: CTR
• The Click Through Rate
• The percentage of impressions that result in clicks
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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
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Ask yourself
• What are my end goals?
– Find volunteers
– Raise money
– Build a Fan base
– Promote an event
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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?
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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
17. Targeting
• Where
• Who
• Language
• Existing Contacts
• Interests
• Demographics
• Connections
• Device
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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?
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Geographic Targeting
• Where is your target audience
– The smaller you can make your targets the
less money wasted
• Countries
• Cities
• Regions
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Language
• Language is very important
• Targeting Olim in Israel?
– Remember to aim for English Speakers
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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
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Lookalike Audiences
• Let Facebook do the heavy lifting and find
audiences that look like your existing
contacts
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Precise Interest Targeting
• Use lists of likes and interests
• Topic Targeting: the “#” symbol
can make big differences in
audience size
#Photography Photography
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Targeting Research
• Use Graph Search to find the interests of
your existing fans
• Uses:
– Precise Interest Targeting
– Exclude existing fans to
grow user base
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Combine Both Precise and Broad
Interest Targeting for refined focus
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Connections
• Friends of your Fans
– A great way to start growing your Facebook
Fan Base
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Target by Device
• Target people by their device
– Students are very mobile centric
• 78% of Facebook users are on mobile
(U.S.)
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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
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Right Hand Side
Sponsored Story Placement
News Feed Desktop
News Feed
Mobile
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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
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How does it work?
1. Find the Advanced Ad Options
2. Choose your story type
3. Set your Budget and additional Targeting
– Creatives and Images automatically taken
from page and post content
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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
36. Create Compelling Ads
• Importance of Images
• Best Practices – Dos and
Don’ts
• Ad Placements
• Guidelines
• A/B testing
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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
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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
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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
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Right Hand Side
Ad Placement
News Feed Desktop
News Feed
Mobile
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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
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Common Ad Guidelines – Desktop
400 pixels
100H x 72W
pixels
400
pixels
209
pixels
Page Post Photo Ad
(News Feed)
Domain Ad (Right
Hand Side)
Page Post Link Ad
(News Feed)
Text: 500 characters
Title (link): 25 characters
Text: 90 characters
Title: ~60 characters
Domain Link: ~30 characters
Description: ~90 characters
Text: 500 characters
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Common Ad Guidelines – Desktop
400 pixels
400
pixels
150
pixels
Page Post Video Ad
(News Feed)
Page Like Ad
(News Feed)
Text: 500 characters
Text: 500 characters
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Common Ad Guidelines - Mobile
618
pixels
560
pixels
292
pixels
Text: 110 characters
Title: ~60 characters
Domain Link: ~30 characters
Description: ~30 characters
Text: 110 characters
Photo Page Post Link Page Post
560
pixels210
pixels
Page Like Post
Text: 110 characters
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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)
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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
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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
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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
Owned Media – You control the content but not always the audience.Earned Media – Free media, referals, very powerful, but you can’t control the message (example, for this event I posted on my Facebook page and a friend shared the link without actually reading about it and commented that my old compnay was hosting the event. Great referal but wrong message)Paid – You control the message and the audience, can be used to supplement earned and owned media, But sponsored stories blur the lineSponsored Story – Special Ad Unit – turns word of mouth and social actions into advertisements - Bridges the gap between word of mouth and paid
Amplification – means free word of mouth, more fans, more engagement with your audience
Precise interest targeting lets you define your ideal audience by what they are interested in, using terms people have shared in their Facebook timelines. These may be drawn from their listed interests, activities, education and job titles, pages they like or groups to which they belong.
Broad category targeting allows you to more easily and accurately reach your intended audience through broadcategories. When you choose to target your ad or Sponsored Story using a broad category, it will be shown to people who’ve included information in their timelines relevant to that category.
Precise and Broad are not mutually exclusive you can use both at the same time, but this will filter down the broad category with the Precise interest
The 3 most common placements.
Facebook is fast moving – lots of context, images, updates, notifications.Users are easily distracted, not focusedAds have a tiny window of opportunity to make an impressionCreative is important
Don’t simply take images from other marketing campaigns and resize them for FacebookImages must be tailored for FB audience - attract focusDon’t use much text in the image – you can add text to the ad or postLogos are not attractiveWhite background will blend into FB and not pop out
Faces & people attract the eye – strong actions, expressionsBright bold coloursSingular focus – should be immediately obvious what is going onTailor images for audience segment, e.g…..
GOOD: focus on people, immediately obvious that they are volunteers, no distracting subjects, no text inside image, bold blue prominent colourBAD: too much text, need to study to figure out, no people/faces, no singular focus,not sized properly, looks like an ad!
The 3 most common placements.RHS – list of revolving ads, small format, not in line of sightNewfeed – most engaging placement, where users engage, see trusted content – BIGGER CREATIVEMobile – a lot of users log in from mobile and see newfeed
Ppads – for generating engagement – appear anywhere but look best in newsfeedPage like ads – goal for new fans, appear anywhereDomain ads – right hand side only, smaller format, drives users to destination – usually offsiteSS – amplifying actions towards friends of people who did actions – comments/likes etc – appear anywhere
Take advantage of the image spaceIf using same image for multiple ad types, crop properlyUse high res high qualityText: call to action / question / COMMAND, don’t describe
More specificatoins for ad typesVideos can appear in page posts, like images- like ads – bringing new fans
More guidelines for mobile – you can see why engagingTakes up whole screen
Important methodology – which creative to use? Where to go next?You can run ads to compare performanceAsk people what pops out
Targeting, budget, and bids were identical. Fair testAd 2 had better CTR, X2 higher- Now I’ll use this one moving forward
CPC is the bidding choice for those ad campaigns seeking to drive clicks either to their Facebook business page or desired website. Goals for CPC bidding: clicks i.e. engagementEnsure pay only for clicksCPM bidding charges per 1000 impression. Goals for this CPM bidding: Reach – exposure – less relevant for goal based advertising
You define a action/goal and FB finds users who are like to achieve itAlthough charged per 1000 impressions, FB ensures you shouldn’t pay too much for your goalCan set auto – FB takes care of bidCustomize – Set a monetary value on your goalsDefine goalsCan be (listed)
Campaign = group of adsUse daily budgets restrict how much money the campaign can spend each day4 ads per campaign1 target audience per campaign – test creatives only- Start low at the beginning until you have data
Example – 3 campaigns broken up by age groups, with 3 ads eachTesting 3 age groupsTest 3 creatives per age groups
After one day, you should have enough data to identify which ads are not performing (have low CTR)- Killed those ads (paused)
Raise budgets on best age groups according to performance