1.
Pay to Play
Using Facebook Ads to Drive Impact
Jennie Anderson, Greater Than AIDS,
Kaiser Family Foundation
Greg Thomas + Julie Leary, Whole Whale
#17NTCpaytoplay

2.
Tweets or it didn’t happen
@WholeWhale
@GreaterThanAIDS
#17NTCPayToPlay
http://po.st/17NTCpaytoplay
wholewhale.com/nten-2017
Facebook’s decreased
reach means we have
to Pay To Play with FB
ads #17NTCPayToPlay

3.
Who are we?

4.
@GreaterThanAIDS

5.
@GreaterThanAIDS

6.
@GreaterThanAIDS

7.
Organic Facebook reach dwindling

8.
Internet ad spend rocketing

9.
Facebook Ad Credits: 2015 - ????

10.
Engagement => Donations

11.
Choosing Digital Goals
On-Platform Off-Platform

12.
Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform

13.
Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other

14.
Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other

15.
Do Vanity Metrics matter?
Vanity Metrics -
metrics that look nice
but don’t necessarily
lead to direct impact
Let’s vote!

16.
Do Vanity Metrics matter?
Yeah!
● Brand awareness
● Social proofing
● More message
exposure
● Make boss happy,
get a raise

17.
Do Vanity Metrics matter?
Yeah!
● Brand awareness
● Social proofing
● More message
exposure
● Make boss happy,
get a raise
Nope. What matters
are:
● Social engagement
● Conversions
● ...Impact!

18.
...but that social proofing tho

19.
Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other

20.
Moving from awareness to action

21.
Bots don’t prevent HIV (or donate)

22.
I want to get more people to...
● Fill out a survey
● Share their story to your blog
● Download a pamphlet
● Share + amplify your post on an
important day
● Create a website account
● Sign up for email updates
● Register for an in-person event
● Sign up to volunteer
● Opt in to SMS updates
● Attend a webinar
● Share a story in the comments

23.
Get started with ads

24.
Account organization
Account
Campaign
Ad Set
Ad

25.
Account organization
Account - holds ad accounts + pages
Campaign - set the objective
Ad Set - set targeting + budgets
Ad - set creative + tagged URL

26.
Facebook Ad Objectives

27.
Facebook Ad Objectives
On-platform

28.
Facebook Ad Objectives
On-platform
Off-platform

29.
Video ads
● Upload directly to FB
● Pay per 3-second view
● Can gain clicks

30.
Lead generation ads

31.
Lead generation ads

32.
Anatomy of an ad
ImageHeadline
Call to action
button
Text
Link
description
Display URL

33.
Budgeting + Scheduling
Budget type
● Per day
● Lifetime

34.
Who’s going to moderate?

35.
Targeting: Geolocation

36.
Targeting: Demographics

37.
Targeting: Demographics
So far, targeting is an intersection, not a union.
Who sees
our ad

38.
Targeting: Psychographics

39.
Targeting: Psychographics

40.
Targeting: Psychographics

41.
Targeting: Broad or narrow?
Add here to include
“any of the above”
Add here to narrow
the audience - must
match both/all

42.
NBPC: Targeting Black Filmmakers

43.
Placements
Add + preview placements:
● Desktop News Feed
● Mobile News Feed
● Instagram
● Audience Network
● Desktop Right Column
● Instant Articles
● Messenger

44.
Beware weird placements

45.
Your ad checklist
❏ Set the objective + choose ad type
❏ Look at past data to determine goals + budget
❏ Appoint a moderator
❏ Make a testing plan
❏ Choose target audience + placements
❏ Create awesome copy and creative
❏ Double check ads

46.
Putting it all together
Whole Whale is back from NTC
and we want to share our
resources with you and people
like you.
We want to see how many
people we can get signed up
to our Whole Whale University
course for $100.

47.
Putting it all together
● What is the best ad type(s) for this objective?
● Who is our audience?
● What creative should we use?
● What placements should we use?
Let’s get it rolling.

48.
How’d we do?

49.
Measuring success

50.
Measuring success
When?
At the end of the campaign

51.
Measuring success
When?
At the end of the campaign
Throughout the campaign!

52.
A/B Testing Ads
?
Gather Data
Ask
Questions
AnalyzeInsights
Learn
& Act

53.
Which did better?

54.
What does “did better” mean?
Conversion Rate
11.96%
7.95%

55.
Lingo to know
● What’s my CTR?
● What’s my CPC?
● What’s my CPA?
● Relevance score
● Frequency

56.
Within FB Ads

57.
Using Google Analytics

58.
Tag your campaigns

59.
Benchmarks
Nonprofit Avg. Q4 2015
CTR: 0.21%
CPC for click-to-site ads: $0.27
Video CPV: $0.01-0.05
(3 seconds)
Your own performance!

60.
Don’t forget
=

61.
Advanced Tips + Tricks

62.
Writing Great Ads

63.
#DesignHacks

64.
Stock Images
● Creative Commons
● Shutterstock (right
in ad interface)
Icons
● Flaticon
● IconMonstr
● RoundIcons
#DesignHacks

65.
Targeting: Custom Audience
Can include or exclude specific users
● Upload your own list of emails
● Save a set of targeting dimensions you use often
● Remarket website users with Facebook Pixel

66.
Facebook Pixel
Step-by-step
instructions here
The Facebook Pixel is a piece of code you install on your site that allows
you to track user actions like conversions.
You can use this data to optimize campaigns and maximize conversions.

67.
Who am I talking to?

68.
Other social analytics tools
Hootsuite
SocialReport
SumAll
FollowerWonk
TweetPsych
Google Trends
WhatTheTrend
MentionMapp
SimplyMeasured
SocialMention
KeyHole.co
SproutSocial

69.
Free is great
$120,000/year

70.
Keep Learning with WWU
Google Adwords
Grant for Nonprofits
Be Your Own Social
Media Guru
WholeWhale.com/University Use code 2017NTC for 70% off!
Impact Hacking:
Digital Strategies for
Nonprofits

71.
Try it!
Spend $100. What could you lose?
@WholeWhale | @GreaterThanAIDS
LetsTalk@WholeWhale.com
GreaterThan@kff.org
wholewhale.com/nten-2017