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Training Information

Difficulty: BeginnerVideo Time: 76:32

Andrea Vahl shows you the beginning reasons to use Facebook ads and intermediate steps to power charge your ads without overspending!

Andrea goals into even more detail in her 8+ hour “Facebook Ad Secrets” program at http://bit.ly/NPAfacebookadsecrets.

The Transcript for Facebook Ad Secrets for Nonprofits

Marc: Good afternoon, everyone. Welcome to the next edition of the The Nonprofit Academy Presents. I am super excited that you’re here. We have a full hour in front of us. We’re going to learn how to use one of the, I think, one of the most interesting tools in our fundraising tool belt because 1,000,000,000+ people, I believe, are on Facebook.

Andrea Vahl is our resident expert for this session. She’s the author of Facebook Marketing for Dummies along with a friend of mine, John Haydon. Andrea and I have worked together with blogging. She worked with the Social Media Examiner folks; I actually got to do some guest blogging with them. I’ve actually even had her teach me this, what you’re about to learn, or parts of what you’re about to learn, for myself. I know you’re in for a treat.

Just a few housekeeping rules, if you have question and answers and you’re looking at this through your browser there’s a Questions and Answers box right there on the screen. Feel free to type those in; I will be monitoring those throughout the talk, and if–either injecting those and interrupting Andrea or saving them for a question and answer time at the end. You can also Tweet me, “marcapitman”, M-A-R-C-A-P-I-T-M-A-N, and I’ll be monitoring Twitter as well as, I’ll have Facebook open this time and you can also use the hashtag “npapresents” on Twitter and I’ll be able to see the questions there too.

I don’t want to take any more time away from you, Andrea. Andrea, thanks so much for being here and . . .
Andrea: Yeah, yeah, thank you so much, so much. I’m so excited to be here and I love talking about Facebook advertising so this is fun for me as well. We have a lot to cover today but just to–Marc already introduced me so I won’t cover this too much. Basically, I co-authored Facebook Marketing All-in-One For Dummies along with John Haydon, this edition. Previous editions have included Amy Porterfield and Phyllis Khare. They wisely backed out because it’s a long project.

Marc: It is, isn’t it?

Andrea: It is. 700 pages, so a lot, lot of material in there. Just came out in August so it’s very, very up-to-date and it’s a great reference book for all things Facebook and Facebook marketing. Then, I was a community manager for Social Media Examiner for over two years.

I also have kind of an interesting little side note about me. I have an improv comedy background. When I was starting my blog I decided to be a little bit different and I started blogging as one of my characters because I thought that would be lots of fun and a great way for me to bring in my humor. I thought, “Well, if no one reads my blog at least I’m having fun.” I blog as Grandma Mary Social Media Edutainer and her motto is “If Grandma Mary can do it then you can do it too.” She’s a little crazy but it’s just a fun part of my business that I really enjoy. She likes to say the things that I can’t always say about Facebook.

Marc: Well, I didn’t know this but is she going to popping in for the presentation today?

Andrea: Yeah, yeah; little two for the price of one there.

Marc: Woo-hoo.

Andrea: Here’s what we’re going to be covering today, and there’s a lot–there’s a lot we can go into. Facebook Ads is really, really rich and in-depth and there’s a lot of moving parts to it but I want to make it as simple as possible for people to get ads up and running that work, and also helping you get the cheapest clicks. We’re going to talk about the ways you can achieve that and then go into a few case studies and look at some reports at the end so you can know what’s working.

We all know that Facebook Organic Reach is dying and people are upset about it. People are angry, we are frustrated, but the fact remains that Facebook is still a place with 1,000,000,000 people. We need to shift our thinking a little bit and figure out what is working. I think people are cranky, I know Grandma is cranky about it. We’re not screwed, that’s the thing. I’ve seen some people say, “Should we drop Facebook, should we just get out of here and do something else?” I don’t recommend everyone jumping ship and going to Ello. I think. . .

Marc: Hey, wait. I’m just kidding, I’m there.

Andrea: The big thing is it’s just becoming pay-to-play and we just have to shift our thinking. It’s still relevant. It’s one of the cheapest places you can advertise online today. I think that that has to–we just have to shift our thinking into more of a subscription model. There’s a monthly fee associated with it. We pay monthly fees for other things that we do; things like tools we use in our business. We have other marketing expenses and I know that as nonprofits you try and keep everything–your expenses very low. If you are serious about using Facebook, you’re going to have to put in a little budget from time to time.

I’m going to show you how we can test everything to make sure we’re using it the right way. Organic Reach is still there. It really is, and there’s still engagement to be had there. I think one of the things that’s frustrating with people with Facebook is that Facebook tells you what its reach is. It’s a known entity and we can see that it’s gone down. We don’t really know what Twitter’s reach is. Although I just recently heard they were going to maybe start adding those stats in but we don’t really know how many people see out Tweets at this point or how many people see our Google+ updates or other types of things we’re doing on all social media platforms. You want to test things for yourself so you know what’s working.

I am here to tell you that Facebook ads work. I run them with all kinds of businesses. I run Facebook ads for nonprofits, for-profit businesses, and I’ve rarely seen any Facebook ads that just don’t work at all. The things might be a little more expensive for one niche or another but when I’ve tested them against things like Google AdWords or LinkedIn ads or other places to advertise online, Facebook still comes out much, much cheaper for all the testing I’ve done. It’s a great place to be.

Let’s talk about the kind of Facebook funnel here that I like to kind of use to illustrate. What we’re looking at is the kind of expense ratio for what the goals are for types of ads you can run. You can run an ad to get new likes and that can be fairly inexpensive. Engagement ads–actually, engagement ads sometimes are a little–can be even less expensive than new likes. Usually, it’s somewhat challenging to get these different options here as we move through this Facebook funnel. Donations, of course, are the most difficult to get typically from Facebook ads or any type of thing. It’s easier for someone to give you an email address than maybe to give you a donation, if they’re looking to get on an email address or email newsletter.

What I’d like to have people do is think about spending most of their ad budget on these email opt-ins and running campaigns to kind of get people connected to your email newsletter list. That should be the largest part of your budget. Maybe occasionally you’re also running ads to get engagement, get new likes, and get donations. I’m kind of recommending in general that people spend 70% of their full budget on just getting opt-ins and then doing some boosted posts. When I say boosted posts, I really mean promoted post.

Marc: Oh, good.

Andrea: Yeah, I know. I think that boosted posts can work sometimes if you’re donor base has a lot of friends, maybe it’s a local charity and maybe that could work okay to boost your posts. I like promoted posts a little bit better because you can really control who is seeing that. You can promote it only to your fans of your page and not waste your money by promoting it to friends of fans. I actually have also blog posts on this whole thing on why it is better, it’s called “Boosted Posts or Promoted Posts, Which is Better?”, so that’s on my site at ANDREAVAHL.COM if you’re interested in seeing . . .

Marc: Just so that we’re clear, for those of you who are admins to a nonprofit page on Facebook, or any page on Facebook, you’ll see chances when you go in there, you’ll see they’ll say, “Hey, this post is not performing, do you want to boost it?” The boosting just is kind of a buckshot approach to everybody, right? It’s not focused at all?

Andrea: It is. You can add some target keywords but what happens is you could be paying for someone to like your post and they don’t even like your page. You’re paying whatever it is, $.25, for them to like your post and they’ll never see you again. Why do you want to pay for that? Why not be very focused about it and promote that post to only your fans to encourage that engagement and push your important posts to your fan base so that they see you and you’re top of mind with them. Don’t pay to promote something where someone is just going to like your post and you have to pay for that. It doesn’t do any good in the long run.

Yeah, definitely don’t use that “boost post” option. It’s unfortunate because it’s so easy. It’s like a one-button click to do it and it isn’t as effective as going into the ads manager area and promoting it.

Marc: Okay.

Andrea: Let’s talk a little bit about split testing here first because split testing is going to be your key to reducing your cost with Facebook ads. This is kind of a generic example that I use. It happened to be an example for an author; we were running a campaign for an author. What you have under the campaign structure is ad sets and then ads. It’s kind of confusing when you’re getting in there why you have all these levels.

Here’s how I recommend setting it up, and there’s a reason for this, is the budget for each ad set is set at the ad set level. If you have multiple ads underneath the ad set and you’re running them possible at the same time or trying to run them differently, you’re kind of mixing them up a little bit and not able to control the start and stop times of those ads very specifically and the budgets of those ads very specifically.

This is how I set up my campaigns for the moment. I know that they are planning on some different structures. They’re always kind of tweaking this a little bit and planning some different structures. For the moment, this is the best way to set up your campaign.

The idea with split testing is that we are trying different things and only varying one piece of the ad. We start out by split testing the demographics of the ad. We have two ads that are exactly the same–same image, same text, same everything about them. What we’re varying is the keyword targeting and maybe even like the demographics where we’re saying, “Okay, we’re going to test this age group or we’re going to test this country targeting. Maybe we’re going to target the fans of a certain page.” You can target fans of another page, so if you have a very similar demographic to another nonprofit online then it might be a good idea to target your ads to the fans of that page.

Now, as you notice here where we’re targeting the fans of Danielle Steel, so we’re targeting people who like here page. It was a romance book so we’re targeting book lovers in the one and then we’re getting a little more specific with the other. Then, what we’re doing is we’re seeing which demographic performs better and then we’re going to use that demographic in the subsequent ads. We’re going to maybe tweak something else like maybe we’re going to test a different image and say, “Okay, between these two ads with the same demographics, which image perform best?” You’re going to be able to reduce your cost more and more the more testing you do.

Obviously, there’s a lower limit. You approach the best performing ad, but you’ll know which one performs the best for you because you’ll be able to see, “Okay, this one got the best click price because it got the most clicks,” and Facebook kind of rewards you as you get more and more clicks. They say, “Oh, good. Well, people like this ad. We’re going to show it more and we’re going to show it for cheaper,” which is kind of a weird way it works. You would think if people like the ad they’d charge you more. . .

Marc: Right.

Andrea:. . . but they actually reward you by giving you cheaper clicks because you’re showing people something that they’re engaging with. We’ll get into some of the . . .

Marc: I’m just going to say is it–the ads that. . .

Andrea: Yeah.

Marc: I know you’re going to get into this but is it ad set one testing against ad set two and that produces ad set three? Or are there separate tests within each ad set?

Andrea: Yeah, so basically that’s what it is. You’re testing ad one in ad set one against ad set two. You’re saying, “Okay, which one,” now you run a report and you see, “Okay, between these two ads, we run one on a Monday for $25, we run one on a Tuesday for $25,” same times that you run it and same spend is always good too. Then, you run a report and say, “Okay, which one performed better?” Then on Wednesday, you’d start with ad set three with a new image using whichever demographic performed better from ad set one and two.

Marc: Wow.

Andrea: Yeah.

Marc: Okay.

Andrea: It’s definitely a great way to do your testing and to get the best click prices and you know. There are lots of things you can test. It’s kind of actually a little bit overwhelming sometimes.

Marc: Yeah.

Andrea: The more testing you can do the better you’re going to be and the better prices you’re going to get. It’s a way to keep your costs low.

Marc: Okay.

Andrea: Let’s look at the targeting again, or the targeting, I haven’t talked about it. I talked about it in the split testing but let’s look at it. In the “interest” section, that’s where you’re targeting those keywords and those Facebook pages or interests. You can start typing words in there and like if you have a fan page that is your target demographic and you know, you could start typing that fan page name in there and it may be a match and it may not. Not every fan page is available for targeting. Typically, it has to be kind of a large page. Although I’ve seen pages that are in there that have as low as 1,000 fans but typically it has to be a little bit larger page for it to be available as a keyword that you can target.

The other interests could be more general. It could be things like knitting and it’s pulling general interests from anyone who’s ever liked a page related to knitting, as an example. That’s a more general interest, so you can get specific and you can also just type in some general words. You can brainstorm around what buckets of words you want to use. Ideally, you would target like one interest at a time so you really knew your keywords. That costs a lot of money because you have to come up with lots and lots of ads if you’re targeting one keyword at a time. If you had a really large budget that would be the way to do it, is to really understand which keywords were performing the best for you.

Marc: Now, Andrea, let me ask you, just with the targeting. There’s a part of me, and I have an answer for this, but there’s a part of me that feels a little bit sleazy about–it’s like I’m poaching other people’s fans.

Andrea: Well, you know. . .

Marc: How can we work through that? If I’m the–is it the Sierra Club? I know that people, there’s a subset of Greenpeace likers. . .

Andrea: Sure.

Marc:. . . who might like me.

Andrea: Sure.

Marc: I would want–I mean it would be very good Facebook practice, target marketing practice, to target Greenpeace fans. . .

Andrea: Right.

Marc:. . . if that’s a good subset for me or if I suspect it is. How do you help people get over the feeling that they’re maybe poaching fans?

Andrea: Yeah. I think that is kind of the difference with nonprofits, is that it is kind of–it’s not as much competition as coopetition to make things better and everything like that. I think that what you to have realize–it’s just like anything. There’s donor dollars to go around depending on what people feel called to.

Marc: Nice.

Andrea: I think that it’s not poaching necessarily but maybe just targeting people who are concerned citizens who are going to be more likely to be activists for you. They may make their own decisions as far as where they want to spend their budget and hopefully they wouldn’t be taking away from Greenpeace but hopefully just like adding to your cause too.

Marc: Exactly. I think what you just said is perfect. Anybody that’s in marketing right now for nonprofits knows that if you’re marketing a Democratic cause, a Democrat Party cause, you probably wouldn’t buy airtime on Fox.

Andrea: Yeah, exactly.

Marc: You go to where your people are, maybe MSNBC or something. This is similar. It’s in buying an ad and you’re not poaching anyone.

Andrea: Yeah.

Marc: They voluntarily said they like this and so if they like this then maybe if they like Starbucks then maybe they’ll like your local coffee shop. It’s very similar with nonprofits. It’s actually very smart because for the first time in, I think, forever we’re able to help get interested, in front of people that may be more likely to be interested in our cause. . .

Andrea: Right.

Marc:. . . rather than just showing up at Rotary Club. . .

Andrea: Right.

Marc:. . . or the Chamber. . .

Andrea: Right.

Marc:. . . and hoping and trying to make people interested in what we’re talking about when they glaze. . .

Andrea: Yeah.

Marc:. . . over [Inaudible 00:20:41]. Good. Okay, thanks. Thank you for that.

Andrea: Yeah, that’s a great point too, is that it’s just hoping. You’re not hoping that people are interested in donating. You know that there are previous donors to other causes. That’s definitely good to be in front of where your people are at.

Here’s an example of just split testing different photos. Now, I want to kind of highlight a couple things in just
a bit about the photos. You notice I have some text in these photos and the text that you can have in images is a maximum of 20 %. That’s why some of my text is a little low, or a little smaller, because there’s just some weird things that Facebook does with measuring text. There’s a text grid tool that you can use and if you Google “text overlay” or “Facebook text overlay”, you can find it pretty easily. There’s a set of grids where you have to like have maximum five grids out of the 25 with text in them. Another solution is just to maybe use a really nice image and maybe kind of use the text in the actuall ad to do your messaging for you.

Let’s talk about the opt-ins. I want to focus a little bit more on the opt-ins here during our time because I do believe it’s just so critical to your success with Facebook, is getting people on your email list. Sometimes people say, “Wait, I thought you were going to talk about Facebook, all you’re talking about is email marketing.” I do think that it is the way that we’re most effective, is combining Facebook and using Facebook as a database to drive the most targeted people to our email opt-ins and then using . . .

Marc: Preach it, sister. That is good.

Andrea: I know.

Marc: That is good. If you guys didn’t get that. . .

Andrea: Yeah.

Marc:. . . your email list is far more important and it will drive more donations. . .

Andrea: Yup.

Marc:. . . than just Facebook. This is good stuff.

Andrea: So true, so true. Some of the things that you can use are–when you’re looking at the initial objective when you go into the Facebook Ads Manager to start your ad, there’s ‘website clicks’, or ‘clicks to website’, it’s listed there at the top ‘website conversions’ and then ‘promoted posts or unpublished posts’, which is something that you use in the Power Editor.

I do like the ‘promoted posts or unpublished posts’ because you are allowed to have a little more text in there and it looks kind of like a regular Facebook update. The thing I really like about ‘website conversions’ is that you’re using this conversion pixel to track how many people actually opt in. You can actually use those in the ‘promoted posts or unpublished posts’ as well but one of the things that’s beneficial is that you can also target your ad to be shown to people who are more likely to opt into your ad, to your email list. That’s a really cool thing when you use ‘website conversions’.

The way you do that is a conversion pixel, and it sounds kind of scary. It sounds like code and I don’t know how techie your audience is but it sounds a little bit scary but it’s really not. Facebook generates this little code and all you have to do is paste that code onto the ‘Thank you’ page or the page that you send people to after they’ve opted in to your newsletter.

If you don’t have that set up in that way where you have a ‘Thank you’ page that people can only get to after opting in to your email list, then you may have to run like the ‘website clicks’ ad and just optimize on the cost per click. The cool thing about cost per conversions is you can see exactly how much it costs you to get a new subscriber. That’s really powerful stuff because you can send a lot of traffic to your website–to your opt-in page, but you’re not necessarily knowing which people–if they opted in directly from that Facebook ad, maybe they just land there and opt in from another place. With ‘website conversions’, you’re tracking exactly how people have gotten to your email newsletter list. It’s very cool and I’ll show you a little bit more on that in just a bit too.

Marc: I think, Andrea, that’s really foreign for a lot of. . .

Andrea: Yeah.

Marc:. . . small nonprofits.

Andrea: Yeah.

Marc: That is so important, you guys, because driving traffic is just a vanity–a statistic. Traffic to your site really does nothing for you bottom line but people that actually convert and sign up for your email. . .

Andrea: Yeah.

Marc:. . . and gets land on the ‘Thank you’ page because they signed up, those are hard statistics that you can take to the board in a much more powerful way. It’s excellent.

Andrea: Right, right. It can be challenging to know–”sign up for my newsletter” sometimes isn’t extremely attractive for Facebook opt-ins. That can be a real challenge, especially for nonprofits I think, because for some businesses that got some natural great giveaway to offer people that will get people to opt into their newsletter.
That would be–I think, your first consideration with these Facebook ads, is making sure that you have something kind of valuable to give away.

Marc: Yeah.

Andrea: It could be some sort of special report. You probably have some great examples of this, Marc, on what people have done in the past. I know that sometimes people are giving away a special report on what’s happening in the world of their nonprofit, or even doing something like a survey could help get people over to an email address, or email list, by having them give away something special for completing a survey or something like that.

Marc: It could be quirky things too. I worked at a prep school before Facebook that had a–there was a woman who had cooked food there for the students for decades. I asked her–it was a lot more work than she expected, but I asked her to put her recipes down into family size servings for the pecan chicken and a couple other things and we put them on an apron. . .

Andrea: Yeah.

Marc:. . . they would have been perfect for here. “Here, get Dotty’s, or Dot’s,” whatever, I’m not remembering her name so I’m sorry, SBS alum but, “get super so and so’s recipes for your home.”

Andrea: Yeah.

Marc: It can be–there was another, just quirky things. It doesn’t have to be serious whitepapers.
I know. . .

Andrea: Right.

Marc:. . . the Human Right Campaign, HRC, experimented, their social media person on Facebook, experimented with giveaway with cleaning out their closet. They had some t-shirts, they had some cups, they had some other things and so they test to see what gets the best return. Of course, to get it sent to you. . .

Andrea: Yeah.

Marc:. . . For me I’m big about PDF, anything you can automate and not have to. . .

Andrea: Yeah.

Marc:. . . actually handle is great. For them, their goal was to move beyond just email lists. . .

Andrea: Yeah.

Marc:. . . to actually get some snail mail because they had a good strong direct mail program.

Andrea: Yeah.

Marc: If they mailed something to people they got them into their direct mail program too.

Andrea: Right.

Marc: They found out that the little HRC equal sign bumper sticker was the one that was the cheapest for them and easiest for them to produce and the most valuable to everybody else.

Andrea: Yeah.

Marc: You just got to have fun with this, try it out.

Andrea: Yeah.

Marc: Your call to action is good but signing up for a web list is usually the lowest on people’s priorities.

Andrea: Yeah.

Marc: Make it [inaudible 00:28:44] that’s valuable, that’s good.

Andrea: Yeah, it can be challenging. Here’s an example of one of my giveaways, is a quick start guide to social media. I just wanted to highlight all the things you can put when you’re looking at the website conversion ad, or even website clicks actually. You can put text in different areas and one of my stealth places to put text that isn’t immediately visible when you’re setting it up is under the advanced options in the news feed link description. That’s actually–it’s at the bottom there. I know it’s kind of small print there, but that bottom arrow shows that. You want to use all the text you can in these ads to help tell more about what you’re offering.
The interesting thing about the news feed link description is it’s 200 characters. It’s the largest space of characters you have so you want to make sure you use that when you’re setting up your ad.

Here’s an example of the website conversions and what kind of data you get with this. It’s really great. You can see the cost per conversion at the top is $1.13 per email opt-in. You can also get data on the click-through rate, which was over 1% and that’s pretty decent click-through rate so you know that people were interested in your ad. You’re also getting kind of the really good information about what people did.

There are other things that they can do with your ad still costs money. That’s the hard thing too, is you want to optimize for the right things. You can see that some people liked the page from the ad, some people just clicked on the picture; things like that that actually still cost you money. You want to make sure that you’re getting the website clicks and the leads.

The interesting thing about this is that there was 140 website clicks and 85 leads. That conversion rate was well over 50% of people who opted into your offer after clicking on it. A 50% opt-in rate is incredible. What’s so great about it is that you’re sending this targeted traffic to your opt-in. You already know that they are your hopefully perfect donor base. You’re sending that traffic and it’s very likely to opt in.

You’re watching these kinds of stats to see how effective your ad is. If you’re sending a lot of website clicks over there and not getting the opt-ins, something might be wrong with your lead page, with your opt-in page. There’s some disconnect where you’re sending targeted traffic and they get there and they’re saying, “Nope, this isn’t for me.” You want to then tweak your opt-in page or make your offer more compelling or change up your offer completely if it’s not actually driving the conversion. There’s a lot of great information you can get from the Facebook stats area.

Marc: Can you stay there?

Andrea: Yeah.

Marc: I think that will answer one of the–okay, so I think you’re going to answer it. We were getting some good questions. One of them though was I think a lot of people are probably asking because when most people think fundraising online, I think if they’re not familiar with marketing and having their own website and their own email list, they’re thinking, “When I get the cash from Facebook.” I’m sorry if I’m butchering the way that you’re–the intent of your question, but the question that came in was, one of them was, “What is the goal to get you potential audience to become an email list–to come to an email newsletter? Why wouldn’t just having them like your page–why wouldn’t that be your goal, liking your page? Or using your Facebook page to access your donations–why wouldn’t that be sufficient?”

Andrea: Right, right. That’s great. That’s a great question because you could have that as a goal as well. You could increase your likes. The problem with increasing your likes is that only–the Facebook Reach has declined so much that only. It’s like 2%–that’s the reach I’m getting on my page right now, is 2% of my total audience is seeing my posts.

Marc: Wow.

Andrea: It used to be closer to 6%. Organically, only 2% of the people see my posts. Now, I could promote a post and make that a little more likely for them to see it but now I’m spending money to have them like my page and then I’m spending money for them to hopefully see my post. Whereas when–people are still more likely to see email than your Facebook posts. I don’t know . . .

Marc: Part of it, in direct mail, the 50% conversion is amazing because in direct mail I’ve been told that 1% or 2% is good.

Andrea: Yeah.

Marc: Send out 100 letters, you got one person to respond. Not necessarily make a gift but to respond, that’s considered successful. For most us we want to make up what we spent in the direct mail. . .

Andrea: Yeah.

Marc:. . . but on Facebook it looks like it’s about the same.

We think, because we have 100 people that like our page or 1,000, that all 1,000 people are seeing our updates, or 100, I’ll keep it at 100. What Facebook is actually telling us is–I don’t know if they’ve throttled it back or they’ve tweaked the algorithm or whatever, but if there’s 100 people that like your page, what you’re seeing on your page, Andrea, is only two people will actually see it in their news feed, the other 98 won’t.

Andrea: Exactly.

Marc: Even if you boost it, there’s a chance that they won’t. Getting them to the email list–and that’s one of the weaknesses everybody needs to hear with social media, is that you don’t own the database. It’s Facebook’s sandbox and they can make the rules, it’s Twitter’s sandbox, it’s Google+’s.

Andrea: Exactly.

Marc: They could go out of business one day and take everything with them.

Andrea: Yeah.

Marc: Once you have an email, you have permission to communicate with people in a way that studies continually prove; both in for-profit and nonprofit, people are more likely to make buying and giving decisions through email than they are any other way.

Andrea: Right.

Marc: Okay, so that’s a great question and I’m really glad you’re saying that. Getting likes to your page is important but people tend to give–and then the other studies that have been done tend to show that people give more when clicking through on an email than on a Facebook page. On a Facebook page they’re thinking crowdfunding, $5, $10. When they’re thinking email they’re thinking more generous, 50 or 100, 160. I think 162 is the latest average gift stat I saw.

Andrea: Right.

Marc: Those are good questions but . . .

Andrea: Yeah.

Marc: Go for it, sorry.

Andrea: Yeah, so definitely I think there is still room for occasionally going for those likes and getting likes. Really the most effective way to use Facebook is to drive targeted people to your email list because you’re going to own it and you’re going to, yeah, for all those reasons you just said. Yeah.

Here’s the example that I was kind of talking about earlier on the promoted post versus boosted post is that if you’re targeting only to the people who are connected to your page to–and that’s how you kind of run those promoted posts, you start with the Facebook Ads Manager area and then you target the people who are connected to your page. You can get a really low cost per engagement because you’re already–these are people who already know and like you. You’re just kind of promoting your best stuff to them or if you have a campaign or a special drive you want them to see and you’re reinforcing it with social media as well as your email marketing campaign. You’re going to have lower cost per click and a cost per engagement when you’re using this promoted post feature.

Here’s how you do it. When you’re in that targeting area in the Facebook ad, you have to select only people connected to your page. I think the language here is kind of misleading because I’ve had people set ads up incorrectly. When you’re selecting that “connections” section that means that you’re only targeting your fans. You may want to–if you got a global fan base and you have donors who are coming in from all over the world, then you’ll want to also make sure you’re targeting all the different countries because it kind of defaults to the country you’re in. Then, if you want to target some of the other fans in other countries you’ll have to add those countries in as well.

That’s how you use promoted posts to target just your fans and you’re not paying for those people who have never liked your page and will never like your page again to click on that ad.

Marc: So you’d go to facebook.com/ads/create and choose “page post engagement” for that?

Andrea: Yes. Yes.

Marc: Okay.

Andrea: Here’s an example of an unpublished post. Like I mentioned earlier, you get this longer text . . .

Marc: These are so cool. These are so cool. Sorry, I just get giddy with these.

Andrea: Yeah, yeah. You get this longer text that you can use. You can create these kind of a different way. You could just do the promoted post and that would appear on your page and you go in and promote that post. If you do the unpublished post, you can do more split testing where you’re running several unpublished posts and maybe testing some different things with it.

Again, with either of these promoted posts or unpublished posts, you can target those interests and target people outside of your current fan base as well and kind of test those things on which works best or which image works best. If you’re wanting to do that you have to start in the Power Editor and that’s a little more complicated space if you’re new to Facebook ads. I don’t recommend starting out with the Power Editor because it’s kind of clunky. It’s not very user-friendly, and kind of is a little bit complicated in . . .

Marc: How do you get to the Power Editor?

Andrea: You get to it in the same area. If you go to facebook.com/ads/manage, it’s on the left side bar. That’s the same place you would create your regular ads from the ads manager.

Marc: Okay.

Andrea: There’s a link to the Power Editor on the left side bar that you kind of open up. You have to be using Google Chrome to access that.

Marc: One of the reasons I love this, Andrea, is that one of my clients had rescued horses. They were horses that were left and totally emaciated. The owner just left them. They raised something like $50,000 over a weekend doing this.

Andrea: Wow. Wow.

Marc: They did it by publishing to their page. What I love about the unpublished post is that you can publish a post to your page but you can practice, like there are people that are interested in horses and there are people that are interested more broadly in animal rights and then there are people that are interested in that geographical area of the United States.

Andrea: Right.

Marc: Then, there are people–so you could do a multitude of variations on that post and not spam your page.

Andrea: Exactly.

Marc: If you’ve ever gone to a nonprofit page and it looks like, “Give to us. Give to us. Give to us. Give to us,” and it could look a little overkill.

Andrea: Yeah.

Marc: This allows you to get those same posts out there to more targeted groups without making your whole page look like a “Give me. Give me. Give me. Give me. Give me”, sort of handout thing.

Andrea: Right. Exactly. Exactly. Yeah. There are some cool things that you can do with the Power Editor that are interesting as well and are more advanced. You can upload bulk campaigns, you’ve got some target groups that you can kind of save to use as your standard targeting demographic. You can do hourly placements of ads if you know that your target audience is only–I was working with a company that sold apps to truck drivers and they knew that their truck drivers were not looking at Facebook, or shouldn’t be. . .

Marc: Right.

Andrea:. . . during the day when they were driving. They were only targeting certain hours of the day and it was great.
Yeah. There’s some really cool things you can do.

Marc: Oh, wow.

Andrea: There’s a lot of ways that you don’t need Power Editor and I kind of–there’s some kind of misconceptions out there on similar audiences and other things that you have to do in Power Editor but you really, really don’t. I’ve got a whole blog post that this little graphic came from on when you need to use Power Editor and when you don’t.

I’m a firm believer of using the Ads Manager area for most things because it’s–I feel easier and more intuitive to use. Kind of just some cool things you can do, is like uploading your–if you have a donor base, you could upload all he emails of your donors and then direct ads to those people specifically to kind of reinforce your message if you wanted to. That matches Facebook profiles and all kinds. Like I said, I get kind of geeked out about all this because there are so many cool things you can do.

Marc: The benefit of that for anybody that’s here is that if people go to your page then they start seeing on their Facebook, they start seeing your events if you have a gala or a chocolate lover’s thing. They could see the ad or a post about that on the side or in their stream, then it reinforces the fact that they just saw that because you emailed that to them.

Andrea: Right.

Marc: If Facebook doesn’t do anything with those emails, we have given Facebook a ton of information about ourselves and so it connects that information and helps you–it will create a profile. You could create what, maybe, Andrea, you’re going to talk about this, but you could create a look-alike audience.

Andrea: Right.

Marc: It’s all the people that are like your donors but aren’t yet your donors, and then you can market to them as well.

Andrea: Right.

Marc: That could be one of your split tests to see people that happen to like Toto and chocolate and different causes similar to you and go to the similar movies and do all these other things that we’ve told Facebook that we do. Oh. There’s a whole group of other people just like the people that are already donating to you out there.

Andrea: Right.

Marc: This allows you to get in front of them in a much more targeted way. It’s great.

Andrea: Right, for sure. I know, I know. There are so many cool things you can do with Facebook ads, so many possibilities.

Marc: Small nonprofits never had this access before for so cheap.

Andrea: Yeah.

Marc: I’m really excited that they do now. It’s really great.

Andrea: Right, right. I just want to touch on bidding a little bit and then we’ll get into the reports. I want to make sure we try and leave some time for any additional questions. This is what I was talking about on the bidding section where we’re optimizing for website conversions. When you select that your goal is website conversions to get people onto your email list, the bidding model, naturally by default, selects to optimize for website conversions.

What that means is that they are going to show your ad to people, again, Facebook tracking everything, they’re going to show your ad to the people who you’ve targeted who are more likely to opt into email lists. They track that kind of thing. They know who is likely to click on ads, things like that. Then, they kind of use a subset of your targeting to show your ad more frequently to people who are more likely to complete that action.

I’ve done a lot of testing and I definitely have seen that this is a good model to start with, especially for beginners. You can set your bids; you could like set how much you wanted to pay on cost per click. If you feel more comfortable with that knowing that, “Okay, here’s exactly what I’m going to pay for each click,” and you want to know that you can select manual bidding and then set your bids accordingly to how you want to pay. There is a range that they suggest and if you go lower than that range your ad is most likely not going to be shown at all.
I usually suggest that people bid in the middle of that range if you’re going to do manual bidding, or kind of towards the high end of that range. The more clicks you get the lower your click price goes. You want your ad to get a lot of traction right out of the gate.

Again, on getting the cheapest cost per click, split testing is going to be the key to that. You’re going to run some reports and see, “Okay, which one works best?” You’re going to make sure that you’re watching those costs pretty quickly and turning off ads that aren’t performing well and testing something different.

In the reporting area, you’ve got kind of snapshot when you look at your ads manager section. You’ll get kind of a snapshot of how the ad is doing and it will show you a little graph. You really want to dive into the reports to get more data and get more comparison between the ads. The way you do that–and I know this screen is very small, it’s kind of a wide screen that I wanted to show, but the “report” section is on the left side of your Ads Manager area. Again, that’s facebook.com/ads/manage and you’ll see the reports on the left side.

Then, you’ll want to change the date range to whatever range you’re running your ads or sets of ads. Then, you’re going to want to edit the columns that you see there and you’re going to want to make sure you’re putting in the best information or you to use to compare the ads against each other. This definitely includes this “cost per action” section. When you click “edit columns” this popup box appears and you’re going to be able to check the different stats that you want that report to show. You want to go into, for sure, the cost per action and check on cost per click, cost per website conversion if you were using a conversion ad. There are all kinds of little data points you can add in there.

I have a whole post on my blog that is about how to create Facebook, meaningful Facebook ad reports. If you want to see exactly how those are created you can go over to Andrea Vahl. That’s one of my more recent posts actually but if you just do a search on that in the search bar, you’ll find it.

Here’s what you want to watch for sure. The cost per click, or the cost per conversion depending on what your original goal was, the click-through rate and the frequency, which isn’t critical. The click-through rate is going to show you how interesting your ad was to people. What that basically shows you is of the number of people who saw your add, how many people clicked on it. That basically is the ratio there.

An ad that has a higher click-through rate is usually going to perform better in the cost per click range as well. Not always, so you can see that the ad that I have circled has a click-through rate of 1.1% and a lower cost per click. What that’s telling me is that that was a very interesting ad to people, especially compared to the other ads up above where the click-through rate wasn’t quite as high and people weren’t as interested in that ad. You know it’s compelling and you know it’s showing to the right audience, so you want to watch those numbers.

Frequency isn’t necessarily as critical. I’ve had ads that are shown to people many, many and they’re performing well. You want to watch so you’re not saturating your audience or showing it to too narrow of an audience over and over.

Marc: You know if you have a poor click-through rate that your message is maybe too nonprofit specific and rather than donor specific. It could be donors are just finding your particular ad, your call to action, boring, or prospects, so they’re not even taking action on it, right? Is that what is shows?

Andrea: Right, right.

Marc: Okay.

Andrea: Yeah, basically, yep. It also can depend a little bit on your–you want to kind of benchmark your own numbers as you’re doing your testing. I’ve had some niches, like I’ve worked with a realtor in a particular area and we had a decent giveaway but we just weren’t getting a lot of click-through. I think it just happened to be that particular area wasn’t quite as interested or whatever. You have to benchmark your own numbers and make sure. Again, I usually give typical results but I’ve seen people outside of these results as well. I like to give people kind of an idea of how much they’re going to pay for things but it really depends very widely. Again, I say cost per sale here but obviously cost per donor for you guys.

Marc: Yeah.

Andrea: Yeah. Here are some examples of the click-through rate. I always want to run ads as much as I can in the news feed because they get a better click-through rate because they’re typically much better in cost per click. The side bar ads can be okay just as a reinforcement to the message but they’re not seen on mobile. Mobile viewers are really increasing on Facebook.

Marc: Yeah.

Andrea: You want to be on the news feed as much as possible and you can control where your ad is placed in the ad. You can say you want it only in news feed or only on the side bar or only shown to mobile users, depending. Let’s zip through some case studies here and then get to some additional questions.

Marc: Just so you know, everybody that’s on the call, I know we said it was an hour. Generally, people are fine with going longer. If you’re okay with going longer, could you just type “yes” into the Q and A screen? Andrea, you’re okay too?

Andrea: Yes. Yeah.

Marc: I’d rather have you get your content out then feel rushed in it because everybody can get a . . .

Andrea: Sure.

Marc: Go to your question and answer part and just type “yes” if you want more. Good. We’re getting some yeses to come in. Awesome.

Andrea: Good.

Marc: Okay, keep going.

Andrea: Good, good. Good. Yeah. These are just kind of some highlights–those things that definitely are out there and happening. This was for a website click and you can see that the click-through rate was really great at 2.7%. We were–again, this was for a particular author that I was running ads for. You’re just watching that to make sure that you’re getting the website clicks and not things like post likes or post shares. Those things are kind of nice. They contribute to the engagement, but you want to have whatever your original goal is match your results. Watch–make sure you’re watching your statistics to actually be getting the results that you set out to get.

Here’s an example of just the split testing and what we were seeing on this. We were getting some pretty widely–some different results on this. When you’re doing that report, you’re going to be able to download all of this and then highlight the two ads, or out of the five ads you might have tested, and highlight these two ads that perform the best out of all of them. Then, you’re going to maybe want to run those two ads at a higher–either a higher daily rate or even just a longer rate.

When you’re doing your split testing you’re testing maybe four or five ads, one per day, at a certain level. Like maybe even like $15; it doesn’t have to be a huge amount that you’re spending on the testing phase to get a quick gauge on how these ads are doing. Then, you’re downloading this report and seeing which ones run better and then you’re running them–maybe you want to run them if you’ve got a big initiative or a big push for something that you’re promoting. You want to run that at a maybe higher rate, maybe $50 a day for–run those two ads. Then, you’re going to get those costs down even lower as you run that at a higher rate or a longer rate a lot of times.

Marc: Now, I’m looking at a particular report and I’m seeing that there’s a 1.3% click-through rate in one of the ads and a 7.69% on another.

Andrea: Wow.

Marc: The difference is one is the news feed on a mobile device and one is an external ad on a mobile device. The news feed on desktop computers, the right column on desktop and the right column on homepage feed did not get nearly those click-through rates.

Andrea: Right.

Marc: Are you seeing that the mobile is much more responsive?

Andrea: Yeah. That can definitely be something you test. I’ve definitely seen that you can actually do reporting on–you can segment your report into mobile devices, desktop devices. You can do it by device and see, “Okay, which device is giving me the best results?” Then, you could say, “You know what? Desktop wasn’t doing it for us so we’re going to advertise on mobile only”. That could be something that you decide. Definitely, I’ve seen that that be the case and I think it just depends and you just want to do your own testing with this.

Marc: Cool, okay.

Andrea: Yeah. Here’s an example of the launch party we ran and this we kind of fun for launching our book. We had a Google Hangout with it but we advertised on Facebook. It actually did also stream to Facebook. We did a giveaway with purchase and we ran the ad not as an event ad but as a–because the event ads, if you do an event ad only, it’s only going to show on the right side bar. We ran it as a promoted post ad where we were then giving people the link to the Facebook event in the promoted post to go RSVP. We had over 200 people come to that hour-long event and it was a great fun way to do some Facebook ads for promoting an event.

Here’s an example of a nonprofit that I’ve worked with and they were doing a survey where they gave away bus passes. We had some really fun images and they were trying to promote carpooling and vanpooling and using public transportation. We were using an eye-catching image and we had that maximum 20% text. This was actually an unpublished post that we used because it had that longer text in it. Again, it just was a great way to use a survey and then give a reward at the end and get people onto the email address–or email newsletter.

Marc: Hey, we’ll go back to that if you would because one of the things, looking at that, just everybody. I don’t know if you can see the sign-up button but, as Andrea said early, you can change those buttons out.

Andrea: Yeah.

Marc: That’s one thing to test too.

Andrea: Yeah.

Marc: One of the tests that I did, I put “sign up” and I thought, “You know what? ’Sign up’ is a little bit–it’s in your face”, It’s saying, “Take action now.” I tried testing it with a “learn more”.

Andrea: Right.

Marc: I find that “learn more” was awful. People didn’t care about learning more but they sign up. The sign-up was to lead them to spend money.

Andrea: Yeah. Yeah.

Marc: It was really interesting that sing-up–but you got to test it because some people may be more. . .

Andrea: Yeah.

Marc:. . . it may be more of a “learn more” type thing.

Andrea: It is really funny because I’ve so often had a hypothesis on what was going to be better and it definitely . . .

Marc: Right?

Andrea: I think, “You know? This is what I would like.” It doesn’t do as well and it’s really interesting and that’s why you do . . .

Marc: Any of us that have been in fundraising for any period of time know that that’s a [Inaudible 00:58:48] that you’re fundraising, to try to do it. . .

Andrea: Yeah.

Marc:. . . the way you think you’d like it. . .

Andrea: Yeah.

Marc:. . . but we all fall back into that.

Andrea: Yeah.

Marc: This is hard evidence.

Andrea: Right.

Marc: You can actually see, “Well, that did perform.”

Andrea: Yeah.

Marc: “It got a .01% click-through. This other one did %.”

Andrea: Yeah, yeah, that’s so funny. Here’s just an example of–we were promoting a free webinar and we had, again, like it was showing 54% opt-in on that free webinar. Then, at the end of the webinar we did the promotion. Giving away a lot–it had a lot of great content in there. You’ve got–then you’ve got that email for the future to follow up with people and that’s why we always recommend doing the–getting people onto your email list because you can connect with them. If they’re not ready to donate now, they might be ready next year and you can connect with them then still.

Marc: Isn’t that the truth? That’s good.

Andrea: Yep, yep. Again, split testing–if you haven’t had targeting, doing all that will bring your cost down. Just try new things. Don’t be afraid to do a little bit of experimenting because that’s where you’re going to learn and get better.

Marc: Don’t be afraid about what it shows you–what the testing shows you. . .

Andrea: Yeah, exactly.

Marc:. . . because it’s going to hurt.

Andrea: Yeah.

Marc: There are going to be some blows to your ego or your boss’s ego or your board or whoever you’re dealing with.

Andrea: Right.

Marc: Finally, you’ll be able to have that report and say, “You’re way didn’t work and it’s right here.”

Andrea: Right. Exactly, exactly.

Marc: “It’s not that you’re a bad person; it’s just that we’ve tested it,” Yeah, exactly. You can have that data.
Andrea: Yeah. I just wanted to just mention that I do have deeper dive–I know this is a lot to cover. I have a deeper dive into Facebook advertising; it’s my Facebook Advertising Secrets course. There’s all kinds of great classes in there and a private Facebook group where you can ask your questions and get specific advice once you work through some of the modules. Sometimes it’s like you do a little testing then you need some advice on your results. That is available with that link and I appreciate you guys being on here and listening to this. If you do want more information about Facebook ads and how to learn more, you can go to this page and check out the course. We’ll have time for some questions. Yeah.

Marc: Yeah, thanks so much. This is amazing. I know it feels like drinking from a fire hose and I teach those–I’ve written a book on social media, it still feels like drinking from a fire hose.

Andrea: Yeah.

Marc: Both because there’s stuff that you’ve just–”Throw enough mud against the wall, some of it will stick,” is what I’m thinking. I know we have questions so please Tweet them to “marcapitman”, use the hashtag “npapresents” if you want to do that or just use the question and answer box that a lot of you have already started using.
One of the questions that we did have was, “Do you have suggestions on ways to boost your posts to fans of your page?” I think–correct me, questioner, if I got this wrong, but I think that you covered that on promoted post, that you can actually choose. . .

Andrea: Yeah.

Marc:. . . people that have liked your page or people that haven’t liked your page.

Andrea: Right. It’s people who are connected. You go into the “connections” section of the targeting area of the ads and that’s where you’re targeting your fans only. You’re going to get the–if you’re using “boost post” right now, what I’ve found and what people don’t look at is you get a cost per–or you see how much your costs are. What you find is that it’s costing you a lot more to send that post out to people who aren’t your fans and they’re costing you money by doing that.

Use that “connections” section in the targeting and say, “Only people who are connected to your page.” It lists your page there, so use that little radio button to select that specifically.

Marc: I was listening to somebody’s Facebook Ads seminar, a free interview. I think they said that it was something like $1 to $3. Like if it costs $1 to promote two people that have already liked your page it could cost $3 to $5 for people that hadn’t yet liked your page. Have you heard that?

Andrea: Well, it . . .

Marc: Or does it vary?

Andrea: Per click, is that what they were saying?

Marc: Yeah, probably per click.

Andrea: Yeah.

Marc: I guess basically what the point was is that Facebook takes into account if a person has already liked your page. It’s cheaper to get in front of them because they’ve already. . .

Andrea: Yeah. Well. . .

Marc:. . . raised their hand saying they want information from you.

Andrea: Well, when I’ve done the boosted posts versus the promoted posts there’s definitely a higher cost in the interaction from people who don’t like my page. They might just–again, like I said, click “like the post” but that’s not doing anything for you. It’s just that they–if a non-fan likes your post that just costs you money and you’re never going to see them again. It’s really throwing money down the drain when you’re using that boosted post option.

Marc: Okay. Now, another question is–well, I guess I’ll save that question to the end. There are some questions about the whole, “Why wouldn’t we keep it within Facebook and why would we drive people to our website?”

Andrea: Yeah, right.

Marc: How do you help people get that–when to leave people on Facebook by promoting a post that you’ve put on your page?

Andrea: Right.

Marc: When do you drive people to your site? How do you. . .

Andrea: Yeah. Yeah. It really depends on what the goal is for–and kind of thinking about your whole ad budget for Facebook.

Marc: Right.

Andrea: Some of your ad budget is going to go towards promoting those certain posts, to keep your page top of mind and getting that engagement and getting that connection with your current fan base. Some of your ad budget is going to be to growing you email list.

It’s really about focusing in on, “Okay, what do I want out of Facebook? What am I trying to get with Facebook? I ultimately want more donors. I want people to–targeted people to come and donate to my cause.” Obviously, you could send people right to a donor page but that’s going to be more expensive for you. A less expensive way to kind of go about that is going to be to get people on your email list. It could be like keeping them within Facebook and having them like your page and get connected to your community initially.

Again, you’re going to–with Facebook’s decreased organic reach it is harder to get in front of them again later. You have to spend money to have them. . .

Marc: Yeah.

Andrea:. . . like your page sometimes and then spend money again to promote your post. If your overall goal is to get more donors then that’s done usually through your email list. Focus on that. . .

Marc: I guess, checking at your funnel, sort of like you had a funnel, there’s a–I call it, “Researching, engaging, asking, and loving.” There’s that cultivation of stewardship end of the funnel where there’s a really beneficial aspect of just interacting with people on Facebook. . .

Andrea: Right.

Marc:. . . because they’re already there.

Andrea: Right.

Marc: Sometimes you’ll want to promote a post or even have an ad to your fans and leave them on Facebook because it just reinforces, “Wow, they’re really cool. I’m seeing them everywhere.”

Andrea: Yeah. Yeah.

Marc: There’s a value to that in making them feel like, “Ooh, maybe I need to give”, or on the back end it’s sort of like car ads I’ve head to get new car sales. They’re to fight the buyer’s remorse for the people that just bought the car. When you see that car going. . .

Andrea: Interesting.

Marc:. . . down the test track, it’s actually saying, “Yeah, I made a good choice because I bought a same car from that company.” That could be part of your donor stewardship too is that you could have ads that would be to people and you can target. If you have a large enough donor list by uploading the emails, you can target the people that have already, tend to give. That sounds scary. It’s not–they’re not spamming anybody. They’re not emailing anybody.

Andrea: Right.

Marc: It’s really not nearly as scary as it sounds like it could be. The other part then, I guess, could be like you did it, Andrea, that sometimes asking for a donation can sometimes feel like popping the question.

Andrea: Right.

Marc: Engaged for marriage.

Andrea: Yeah.

Marc: It could be easier to sell a ticket to an event. Like you guys did with that launch it could be using a promoted post or an unpublished post or both to get people over to a Facebook event’s page, which are stickier, aren’t they? Do they still wait events in people’s news feed more–if there are updates and events they’re more likely to see if they’ve responded?

Andrea: Well, people get notifications if they’ve . . .

Marc: That’s what it is I guess, okay.

Andrea: Yeah. There is some stickiness with it. Yeah, it can be just like making, kind of growing your community. Again, I think that there is a lot of community aspect to Facebook and building that community through your page. When you’re thinking about, “Well what do I want to do at the moment? I want to make sure that I’m building my community.” That could be a case where you’re promoting a post that helps build community, “Hey, tell us about your last experience with such and such,” or, “Here’s a heartwarming story about something that we’ve recently done.” That’s building your–then the ad is being used to build your community.

Marc: Oh, that’s great.

Andrea: That could be the focus for that.

Marc: That’s a legitimate way to do a promoted post?

Andrea: Yeah, absolutely. Yeah.

Marc: One of my favorite examples is here in Maine. There’s this Sexual Assault and Response Crisis Center that has the most annoying acronym but an incredibly important cause. They found that people didn’t like to talk about being sexually victimized or raped on Facebook.

Andrea: Yeah.

Marc: They created a page for their chocolate lover’s event and part of what they would do for experimenting, not with the posts. This was back when there was more organic reach; they’d throw out just two simple words, “Moose or pudding?” It was on a chocolate lover’s page.

Andrea: Right.

Marc: They’d get dozens and dozens of people engaging, they’d go, “What about cake and what about chocolate chip cookies,” and, “Oh, definitely moose”, all sorts of different fun goofy things.

Andrea: Right.

Marc: Now, they could promote those as well. Does interaction–I know in the Facebook algorithm used to be, and it may still be that–if people are liking, clicking, and sharing a post it gets more organic reach. Is that true of promoted posts as well?

Andrea: Yeah. In your promoted post you are–definitely you’re still getting organic reach in there. People think, “Well, why should I pay for it when it might be a post that does well without promotion.” That could be too, is maybe you watch it, you post it. You watch it and see what kind of organic. . .

Marc: Yeah.

Andrea:. . . interaction it gets. Maybe if it’s doing really well, you know that if you paid to promote it you would probably get some pretty cheap interaction.

That’s something to consider as well. Watch those posts that are getting good interaction for the first day and say, “Okay, this one did well but we wanted to just do a little bit better. We’re going to spend $5 just to push it a little bit into the news feed.” It still will get that organic reach and that organic visibility but it will push it into some people’s feeds that may not have seen it as well. Again, you don’t have to send a ton of money to do this. You can–just to promote these posts, you could just put in $5 or $10 and see how that does for you.

Marc: Okay. This is, I think, a good question to sum up with. Everybody, I recommend going to Andrea Vahl’s blog. She’s got a ton of great information there with images. . .

Andrea: Yeah.

Marc:. . . and screenshots. I will put the links to some of the ones she’s referred to on the replay page that you’ll get an email about with us after.

I think the gist of the next group of questions are coming through sort of like–to talk my son’s language, “Mind blown.” Like, “I didn’t know I could do all this, I thought it was just buying an ad like in a newspaper, ‘Help’. What would you do for the person who’s maybe–one person who wears a lot of hats that knows Facebook is where a lot of their donors is, they’re getting some pressure because their board said, “Well, Obama raised millions of dollars through Facebook three or four years ago, why aren’t we yet?”

Andrea: Yeah.

Marc: What would you say to them to help them? Where would be a good place to start? Is there a place to kind of dip their toe in the water?

Andrea: Yeah. I would start out with just doing a few test ads. I think that people get overwhelmed and they think, “Oh, my gosh. This is too much.” I would just run–even if you don’t have that website conversion ad up yet, that’s a little bit more complex. Just run two ads and test demographics and just run them for something small like even $10 or $20 each and test two different demographic targets. You’ll see, you’ll be able to–usually you can see–I’ve had some ads that perform almost exactly the same for two different demographics.

Usually, it’s pretty exciting when you can tell right away that, “Hey, this ad was cheaper. I have learned something that when I target this group I get better results than when I target this group.” It could be just driving people to a particular page on your website and see how that does for you.

Marc: The junior varsity group would go to just “promote a post” maybe? Or create an ad. . .

Andrea: Yeah, could be just promoting a post. . .

Marc:. . . facebook.com/ads/create and then choose one of those options, right?

Andrea: Right.

Marc: And promote to basically the same group and maybe change one variable. I like your idea of running it for a few hours on Monday and a few hours on Tuesday; the two different ads.

Andrea: Yeah.

Marc: Then, the varsity group might want to–if you know how to insert HTML in your page, or you might actually impress your web designer. You might stress him out too, but you might impress him by saying, “Hey, what is we put this script on a particular page and measure conversions to it?” You might have a new best friend.

Andrea: Yeah.

Marc: They may have been waiting for something like that.
That’s great. If you’re just thinking about it, year-end is coming up. Those of you who are listening, I know year-end is coming up, if you have an event that you’re trying to drive reservations to in the next couple of weeks. . .

Andrea: Yeah, right.

Marc:. . . that might be the perfect thing to, the page to get people to.
It could be something–there’s Giving Tuesday, oh my goodness. Boy, did we hit this well, Andrea. Giving Tuesday is coming up, the Tuesday after Thanksgiving.

Andrea: Yeah.

Marc: Thanksgiving in the United States. It’s not just an American thing; it has gone around the world. This could be something where you start building a strategy for Giving Tuesday. You test a couple of messages now and then on Giving Tuesday, you’ll be in the mix when people are going online and giving.

“Check out my blog and check others for Giving Tuesday tips” because there’s–it’s an excuse. Don’t use that in place of your year-end appeal but, hey, if somebody else is running a fundraiser why wouldn’t you want to be part of that mix? It’s not your thing; you’re just helping them be part of it with you.

Andrea: Right.

Marc: Having said all that, I think we’re done. Thank you . . .

Andrea: Everyone’s brains are full.

Marc: . . . so, so much for this.

Andrea: I know. . .

Marc: I really appreciate this.

Andrea: Yeah.

Marc: We have a lot of questions–definitely go to Andrea, Tweet Andrea, check out that http://bit.ly/NPAfacebooksecrets. Listen to this reply too. Andrea, thank you so much for being here. For other upcoming NPA Presents seminars, like the one we have with Roger Craver in a couple of weeks, just go to the website that you see on your screen, the http://nonprofitacademy.com/upcomingevents. For this edition of the Nonprofit Academy, I’m Marc Pitman, your host, and I’m signing off.


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