Leveraging Facebook and Google Ads

Transcription

1 BOOST SPONSOR ENGAGE Leveraging Facebook and Google Ads

2 About Us Tom Lany, online marketing manager Anna Myers, web communications specialist Amy Wartick, marketing & communications manager

3 About LSS One of MN s largest nonprofit social service organizations 2,300 staff serve 1 in 65 Minnesotans 300+ locations Communications & Marketing Team of 10 in St. Paul

4 About you, your organization Organization size Your role(s)

5 What online ads are you using now?

6 The social media climate Bad news: Facebook shows just 1-2% of your followers your posts. Good news: More likes/shares/comments = shown more Ads are affordable, and when done right can be very effective.

7 Tweeting with Mittens Unexpected, raised a lot of questions Huge audience Timing Humor Big payoff

8 TACTICS FOR SOCIAL MEDIA

9 What s in your toolbox? Your channels Internal networks Phone calls, meetings Mail, Website, SEO Social media News releases/advisories Events Apps Blogs Podcasts External channels Advertising Radio TV Online Print media (magazines, billboards, etc.) Social media Sponsorships Partner/supporter channels

10 When to use each channel 1. Look at your strategic /communications plan. 2. Who are you trying to reach- where are they? 3. Pick the best tools (may not be social media!)

11 Getting buy-in for social media Focus on alignment between your organizational goals and social media objectives Highlight objectives, detail the level of thought in your plan Explain the benefits Define how you will measure success Share success stories from other organizations

12 Be socially strategic Set goals who are you trying to reach? What do you want to accomplish, by when? Who follows your organization on social media now? Who do you want to follow you? What does your audience want to see?

13 Be socially strategic Assess staff capacity be realistic, make a simple plan. Consider set hours per week dedicated to social media by specific staff, focus area.

14 How can nonprofits use social media? Connect communities Strengthen relationships Get feedback, address questions Share news, videos Create excitement Respond on issues Increase awareness

15 How can nonprofits use social media? Mobilize people to act on your behalf leverage networks: Promote events before, during and after Advocate for legislation (stay nonpartisan) Raise funds, get more/new donors Recruit staff, volunteers, clients Make it easy for others to share your content Find out what resonates for your audiences

16 Get some perspective What are your followers/peers doing/talking about? Is there a local or national conversation happening? Talk to peers, like, share Follow thought leaders Sign-up for s, visit similar web/social pages Top nonprofits on social:

17 Why use Facebook & Google ads? Reach more of your followers Target new audiences who have a genuine interest in your services Your competition is doing it It s cost effective

18 Facebook vs. Google Ads How are they different? Facebook Ads target people who aren t looking for you, but may be interested. Google seen when people are searching for something specific.

19 ADVERTISING ON FACEBOOK

20 Why Facebook? 1.67 billion active monthly users 1.15 billion daily mobile users 45% of traffic came from social media in a 2015 study of 400 news sites 20 minutes Average time spent Per minute: 510,000 comments 293,000 status updates 136,000 photos uploaded

21 Why Facebook? Billions of people Competition for attention Engage people who aren t searching for you

22 Limits of organic reach 100,000+ factors determine what is in your news feed. Facebooks shows things people care about most typically stories from friends and conversational content. News feed algorithm changed in 2015 to show less promotional content. Organic page posts may only reach 1-2% of your followers. Ads: reach more people, use marketing messages.

23 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

24 Objectives Fundraising What is your goal? Fundraising Increase people served Recruit volunteers and staff Organizational awareness Page likes

25 Objectives Generally Traffic or Engagement

26 Measurement How will you measure success and report on it? Tie to your goal Possibilities include: Clicks Reach Cost per click Number of leads Page likes

27 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

28 Targeting Location Age Gender Demographics Education Life events Interests Hobbies Families Behaviors Charitable donations Job role Media Purchase behavior Custom audiences

29 Targeting Content marketing Provide article that will interest audience, get them to your website Target: people with multiple lines of credit

30 Targeting Seeking clients for new service Target: 5 key MN cities, men and women, ages 30+

31 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

32 Budget and scheduling Set a daily maximum budget any amount Choose to pay by click or impression Facebook sets bids for ads Facebook will spend up to your max each day Determine goals when setting cost $0.50 $1.00/click Figure out when people will likely be interested in your services

33 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

34 Copywriting Copy Be brief and include a call to action Text 90 characters Headlines 25 characters Link description 30 characters Photos Use them! Can t contain too much text Recommended size: 1200 x 628 px

35 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

36 Landing pages

37 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

38 Create ads

39 Create ads Levels of organization

40 Facebook Business Manager Manage multiple ad accounts Easily change permissions for many pages Centrally managed Setup a separate ad accounts for projects billing and tracking is separate

41 Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results

42 Boosted posts Press Boost Post after submitting Audience Timing and budget Engaging photo Click on date to get the post link Ask employees to like/share Ask applicants how they found you

43 Multiple messages Show people multiple ways to make a difference

44 ADVERTISING ON GOOGLE

45 Paid Advertisements Organic Search Results

46 Why advertise on Google? Reach the people who are looking for what you offer.

47 Over 90% of search traffic goes to first page results

48 When SEO doesn t cut it New pages that haven t been indexed Pages that aren t favored by search algorithms Lacking resources, expertise or technology

49 Advertising on Google Paid Google Ads VS Google Ad Grants

50 Paid Google Ads Control over budgets and bidding Prioritized ad placement No eligibility requirements

51 Google Ad Grants $10,000 per month in free ad funds Free access to other Google Apps Eligibility restrictions Ads appear below paid ads

52 Eligibility requirements 501(c)(3) organizations Not: o Government entities o Hospitals/medical groups o Childcare centers o Universities/academic institutions

53 Boeing. $$$ Our Google Grant Ad. Second position. Not bad! Other Google Grant Ads. Ranked lower than ours.

54 Applying for Ad Grants See if you re eligible Apply for Google for Nonprofits Enroll in Google Ad Grants Create your account and first ad Submit your account & ad for review

55 Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise

56 Gather data & determine topics Search trends & website traffic Marketing goals Landing page

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58 Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise

59 Identify goals Goal Key Performance Indicators Focus Increase traffic Clicks Keywords, Search Terms Sales Conversions Landing Pages Awareness Impressions, Reach, Frequency Ad Copy

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61 Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise

62 Writing ad copy Be descriptive Reference what people are searching for Use language customers use Relate to your landing page

63 Headline 1: Up to 30 Characters Headline 2: Up to 30 Characters Path: Two spaces, Up to 15 characters each and separated by a slash. Description: Up to 80 Characters

64 Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise

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66 Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor, Measure and Revise

67 Measuring results Goal Key Performance Indicators Focus Increase traffic Clicks Keywords, Search Terms Sales Conversions Landing Pages Awareness Impressions, Reach, Frequency Ad Copy

68 Wrap Up

69 Be bold. Try something new, evaluate your results to see what works. Keep doing it, or toss it away and try something else.

70 Not covered today Social media policy Create a communications calendar and marketing plan Set a budget Photo/video releases Responding/not responding to negative social media comments

71 Questions?