How to Leverage Your Social Media to Market Your Scholarships Presented by Jacki Gaytan & LaTrena Stokes Jeannette Rankin Women s Scholarship Fund

Transcription

1 Slide 1 How to Leverage Your Social Media to Market Your Scholarships Presented by Jacki Gaytan & LaTrena Stokes Jeannette Rankin Women s Scholarship Fund

2 Slide 2 LaTrena Stokes Scholarship Program Manger latrena@rankinfoundation.org Jacki Gaytan Development and Marketing Associate jacki@rankinfoundation.org Who we are

3 Slide 3 Who we are: Since 1976 JRF has provided college scholarships and support to nearly 1,000 low-income women 35 and older across the U.S. to build better lives through college completion with scholarships totaling more than $2.5 million. Jeannette Rankin Women's Scholarship Foundation (JRF) honors the name and legacy of Jeannette Rankin, the first woman elected to U.S. Congress in She bequeathed a portion of her Watkinsville, Georgia estate to assist mature, unemployed women workers providing the seed money to create the nonprofit scholarship fund named in her honor. This year we are proud to provide a record-number of scholarships to 108 women.

4 Slide 4 Download Facebook Ads Manager App Android Users iphone Users

5 Slide 5 Presentation Overview Basic Facebook Ad Terminology Social Media Plan How to Create a Facebook Ad How to analyze your Facebook Metrics, (ROI, Return on Investment) Effective networking with organizations and pages that are your audience/customer base. How to #Hashtag and tag within Facebook Q & A

6 Slide 6 Which social media channels are you Let s go over some social media 101. Which social media channels are you on? Do you know how many people like or follow you? Do you know your audience? Age? Gender? Interest? Who is your social media accounts administrator? Is it you or someone on your team? Someone in marketing? These are some of the first questions to ask yourself before we begin to create your ad. But before we get to how to creating your ad. Let s talk about some tips and tricks of social media. Just for a minute, let s talk about #Hashtags and tagging

7 Slide 7 Just for a minute, let s talk about #Hashtags and tagging Who s seen the Jimmy Fallon and Justin Timberlake #hashtag clip? If you haven t, it s a great spoof on hashtags. The first time a hashtag or pound symbol was used was in August 2007 by Chris Messina, a social technology expert on Twitter. Since we are talking today about how to better market your scholarship program using social media, it s important how to properly use a hashtag as it is a very important tool to market not only your scholarship program but your organization.

8 Slide 8 What is a #HASHTAG? #JRFScholars #NSPA2017 Hashtag is the name give in to the word or set of words (no spaces) prefixed by the symbol # (hash) It turns into a searchable link that automatically becomes discoverable on social media platforms. When clicked, users are able to discover posts by other users that have used the same hashtag. It keeps all the posts on that topic in one place. How many know and understand what a #hashtag is and how to use one? Hashtag is the name give in to the word or set of words prefixed by the symbol # (hash) It turns a word or phrase into a searchable link that automatically becomes discoverable on social media platforms. When clicked, users are able to discover posts by other users that have used the same hashtag. It is used on social media platforms where hashtags help categorize posts on particular topics. It creates a searchable link to the topic keeping all posts in one place. What is a hashtag? A hashtag is a social media tool used to connect posts that are about similar topics. A hashtag takes the form of a word or several words with no spaces behind a # pound or hash symbol. (EX- #SMARTPartyATH or #EmpoweredWomen) Hashtags can categorize social media posts and connect them to other similar posts. If you click on a hashtag on a social media platform, it will redirect you to a page showing all public posts that include that hashtag. (Don t worry- if you re using a hashtag on your personal page only people within your privacy settings will be able to see it.)

9 Slide 9 When to Use a Hashtag #JRFSCHOLARS #NSPA2017 Increase your reach of your post. (#JRFSCHOLARS) Promoting an event (#NSPA2017) General interest topics (#WOMENINEDUCATION) Popular hashtags for the days of the week (#TBT) Increase your click-through rate. Why use a hashtag? Increase your reach of your post by connecting it with other posts/users of similar interests. (#WOMENINEDUCATION) Hashtags help you get found by your target audience. Many people do research by searching on specific hashtags. By using the hashtags that are of interest to your ideal customer, you can increase the chances of being found. Promoting an event (#NSPA2017) General interest topics Popular hashtags for the days of the week (#TBT Increase your click-through rate. According to research from Buddy Media, tweets with hashtags receive twice as much engagement as those that don t. Put another way, you can double your engagement and increase clickthrough rates by including hashtags. Interestingly, there does seem to be an upper limit. Tweets with more than two hashtags saw engagement drop by 17%. When you use a hashtag for an event it makes it really easy to search for every post that has used that hashtag to see what your metrics are. Hashtags increase the reach of your post. People/organizations that are interested in a certain topic can easily search for posts about that topic by using a hashtag. Hashtags can increase the reach of your organization s page. Facebook s hashtag search engine returns page results that are associated with or posting about the hashtag that has been searched for.

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11 Slide 10 #NSPA2017 Do s & Don ts of using a Hashtag DO DON T Create your own hashtags for your brand or events. Use key words or phases Keep it short and simple Be consistent. Make it memorable and make sense. Use it everywhere! Cram too many hashtags into one message. Make hashtags too long. Hashtag every word in your messaging Break your hashtag with spaces and symbols like & Here are some simple tips of how to use a Hashtag. Why use a hashtag? Hashtags increase the reach of your post. People/organizations that are interested in a certain topic can easily search for posts about that topic by using a hashtag. Hashtags can increase the reach of your organization s page. Facebook s hashtag search engine returns page results that are associated with or posting about the hashtag that has been searched for. Resources for creating and finding the best hashtags: All-hashtag.com

12 Slide 11 So how many hashtags should you be using on each social network to get the best results? Here is the rule of thumb for how many hashtags to use on each social network in order to get the results you want. Too many or too little can result in less reach and low click through rate.

13 Slide 12 How to Tag People on Social symbol use before a name, business or person Tells them of your mention They get a notification Increases your reach Tags are public, not private Use tags in tweets and photos Ok now you know about Hashtags as a tool to help promote your scholarship another tip and trick is Tagging people and businesses. What does tagging pages mean? Tagging is directly including the links to other pages within your own Facebook posts. It can be done by typing symbol and then the name of the page. (EX: NSPA Tagging connects your post to others in your community, which increases your post reach, and connects you to further audiences. What does tagging pages do for you? Tagging makes your posts on social media truly social. This creates conversation between you and other pages, communities, and groups. Tagging can increase your post reach and can increase the publicity of your scholarship program. This generates a notification to the person and they will see your post or comment. Who should you tag? Consider the population you are trying to reach. Tag appropriate Facebook pages for that population (for example, your university s admissions page). Tag your special interests groups that you are trying to reach. If you are having an event, It s also a great way to help promote sponsors.

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15 Slide 13 Example of Tagging on Facebook. Don t forget to go to others pages and post, if you can, directly to their page!

16 Slide 14 What are the benefits of advertising on Social Media? Globally, 2 billion people access Facebook every month and 1.32 billion people use it every day. There are more than 400 million daily active people on Instagram. 75% of Instagrammers say they take action after being inspired by a post on Instagram. More than 1 billion people see an ad through Audience Network every month. (websites, apps, games, etc) So now we ve talked about some free and easy things you can do to help with your brand awareness, Let s talk about why you should take it another step further and advertise on Facebook. Let s look at the numbers: What are the advantages? Targeting is one of the most important benefits of advertising online because it gives you the ability to show your ads to specific types of people With Facebook advertising you have targeting options like location, age, gender, interests, etc. People share their true identities, interests, life events and more With more than one billion active users on Facebook, you have the ability to target your ad right to the audience you want. And best of all, it doesn t cost you thousands of dollars. Audience Network- can appear on websites, apps and video players, making it possible for you to reach your audience in more places.

17 Slide 15 What impact does Social Media advertising really have on your Scholarship Application? Application Cycle Numbers With and Without Social Media Advertising For $535, we reached 85,128 people and had 1,434 people click to our application We saw an 81% increase in sign ups and 54% increase in completed apps. Days Ran Money Spent People Reached Link Clicks Completed Applications Sign Ups 8 $100 24, $125 18, $200 25, $210 17, $535 85,128 1,434 For $535, we reached 85,128 people and had 1,434 people click to our application. We saw an 81% increase in sign ups and 54% increase in completed apps.

18 Slide 16 Steps to Creating your Social Media Plan Look at your marketing calendar Set Specific goals Match your outcomes to your goals Listen to the conversations on your social media channels Create your target audience Include any special organizational dates i.e. holidays, anniversaries, events, etc. Use a scheduler (Hootsuite, Sprout Social) Join the conversation Measure ROI (return on investment) Now that we ve talked about why you should run an ad on Facebook and you ve seen the numbers. Let s talk about your plan. 1st you have to have a plan You probably already have a marketing plan, but does that also include your social media plan/calendar? Your social media calendar should mirror or overlap your marketing calendar Ask yourself these questions as you begin to put together your social media plan: What Social Media channels are you currently on? And how many people do you have on each platform? Remember asking questions reminds you who you are and who you want to be. It also indicates how social media can compliment your marketing goals. In setting your goals and outcomes ask: What are your business goals? What are your marketing goals?

19 Increase your reach? Get more people to take action? Click-throughs? Awareness? Who is your target audience? This will also help you create your target audience and objective.

20 Slide 17 October Social Media Calendar Here is my example of a social media calendar. It includes what we regularly have scheduled to post and when the Facebook ads are going to run. So on Sundays we do a Scholar Sunday post Thursdays we do a Throw Back Thursday post about our JRF Scholar Alumnae. You can see that on Sept. 2, I ran our SMART Party Athens Facebook ad. Then on Wednesday, Sept. 13, I ran another ad, SMART Woman #1. So look at your marketing calendar and if you haven t already done so, figure out how to incorporate your Social Media calendar. It should mirror or overlap your marketing calendar as you are just adding another element to your marketing calendar. So now that you have your plan in place, let s get started on creating your ad along with the best tricks and tips. Before we jump into that, I do want to go over some basic terminology so you have a better understanding of what I am talking about as we move along through this presentation.

21 Slide 18 Terms to know while creating your ad Advertising objective: The goal you want to achieve with a particular ad campaign. Target Audience: Choosing the people you want seeing your ads. Clicks: The number of clicks your ads get from people who've seen them. Click-Through Rate or CTR: The number of clicks you received divided by the number of impressions. Impressions: the number of times your ad entered someone's screen for the first time. Reach: The number of people your ad was shown to. Before we get into the nitty gritty of creating your ad, there are some terms you need to know, starting with the parts of an Ad. Here are the parts that make up an ad: Turn to your glossary Terms to know while creating your ad Advertising objective: The goal you want to achieve with a particular ad campaign. For example, your advertising objective may be to get more people to see your ad and then sign up for services on your website. Targeting: The process of choosing the people you want seeing your ads. Clicks: The number of clicks your ads get from people who've seen them. Click-Through Rate or CTR: The number of clicks you received divided by the number of impressions. Impressions: Advertising platforms may measure impressions differently. At Facebook, impressions are the number of times your ad entered someone's screen for the first time. Reach: The number of people your ad was shown to. These terms will also be handy when you look at your ad results.

22 Slide 19 The parts that make up an ad Ad creative: ad image and text Targeting: The audience that you're targeting your ad to. Placement: A place where the ad appears (mobile, desktop,etc) Bid: The amount you re willing to pay to have customers see your ad. Budget: The amount you want to spend for your whole ad campaign. Schedule: The length of time that you want your ad to run. Before we get into the nitty gritty of creating your ad, there are some terms you need to know, starting with the parts of an Ad. Here are the parts that make up an ad: Turn to your glossary The parts that make up an ad Online ads typically have the following parts: Ad creative: The ad image and text that shares your message to your audience. Targeting: The audience that you're targeting your ad to. Placement: A place where the ad appears (ex: in search results, in a social media feed, somewhere on a website page). Bid: The amount you re willing to pay to have customers see your ad and click it or take some other action. On Facebook, you can use automatic bidding (your bid will automatically be optimized to help you reach your objective). Or, you can choose manual bidding and set your own maximum bid. Budget: The amount you want to spend for your whole ad campaign. Daily or Total Schedule: The length of time that you want your ad to run.

23 Slide 20 Choose your image. You want to choose an image that has low text. Facebook is very picky about overlay of text on images. Your ad will not deliver well if there is a lot of text on the image. And FB won t approve it. If you don t have photoshop or a graphic designer on staff to help you create the perfect image, there are lots of resources out there for the novice graphic designer. My favorite is Canva or PicMonkey. That little caution symbol means I have too much text.

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27 Slide 24 Boosted Posts vs Creating an Ad Boosted Facebook Posts = Amplified paid post Option to boost an already created post Allows a post to appear higher in the News Feed Way to ensure posts are seen to more users Used to effectively grow brand awareness Show your page s like button in their News Feed Optimized to drive more engagement Don t offer advanced call to action capabilities Appear as Sponsored posts in News Feed Facebook News Feed Ads = Targeted Campaign Ad Create in Ad Manager Have advance targeting options Users can take action Can take on many formats Appear as Sponsored posts in News Feed Boosting vs. creating a ad. Have you ever wondered what s the difference between boosting a post on Facebook or actually creating a facebook newsfeed ad? Is boosting the same as a News Feed Ad? Boosted Facebook posts are a type of Facebook News Feed ad that takes content in the form of a Facebook page post and amplifies it to a specific audience via Facebook s News Feed advertising platform in order to target or increase visibility and boost post engagement. So it s basically taking something you have already posted and now you are going to pay to have more people see that particular post. Facebook News Feed Ads allow you to run a targeted campaign to meet a specific goal with ads that show up in the desktop and/or mobile News Feed of targeted users, depending on your goals. So, which tactic is better for your online marketing? Boosting a post is a great way to ensure your posts are shown to more users, and it can be used to effectively grow brand awareness and even to drive page likes, since boosted posts also show your page s like button to users in their News Feed. Boosted posts are optimized to drive more engagement (like likes, comments, and shares) on your content, so if that s an important part of your Facebook strategy, they can be a great fit. However, boosted posts don t offer advanced

28 call to action capabilities such as showing a map of your business or getting a user to fill out a form. So, other types of Facebook News Feed ads are a great option if you have specific goals outside of post engagement that you want your advertising to accomplish. Other types of Facebook News Feed ads provide specific and customizable calls to action, and campaigns are optimized and tailored to help you reach specific marketing goals. For many businesses, using a combination of Facebook News Feed ads and boosted posts can be a good way to get the best of both worlds Best practices for boosting a post When you boost a post from your Page, you'll see an Audience section where you'll get to choose between different targeting options. In the Audience section, you can choose to target your ad to: People who like your Page People who like your Page and their friends People you choose through targeting If you only want to target your boosted post to people who currently like your Page, choose the People who like your Page option. If you're interested in finding people similar to those who already like your Page, then you may want to try targeting to People who like your Page and their friends. With these two options, you can also set a location. If you'd like create a new audience, choose the People you choose through targeting option, which will allow you to create a custom audience and choose from targeting options like location, interests, age and gender. Keep in mind that location targeting is the only required targeting option. Use the other targeting options if you want more control over the types of people who see your ad. After you've chosen your audience, you'll need to pick a budget and set a schedule for your ad in the Budget and Duration section. Under the budget you pick, pay attention to Est. People Reached. Keep in mind that this number is just an estimate, you may get more or less reach, but the estimate should give you an idea of how your ad may perform based on the audience and budget you've chosen. If you want to increase your estimated people reached, you may want to try adding or removing different targeting options and changing the budget to see if your estimate goes up.

29 Slide 25 Creating a Custom Target Audience Lookalike Audience Choose your targeting options: Location Interests Age Gender Behaviors Connections Don t make the audience too specific Target people across multiple devices We are going to talk a lot about Audience Targeting as this is the heart and soul of your ad campaign to promote your scholarship program, you want to be sure you are reaching the right audience. First think about who are your customers. Then you can being to narrow down your custom audience from there. Facebook is going to ask you if you want to create a Lookalike Audience Lookalike Audience: allows you to reach new people who share similar characteristics with customers who ve expressed interests in your organization. Mirror your custom audience segment to your existing audience segmentation. Use what you already know about your customers and tailor the messaging to personalize the experience and encourage action. Remember it s SOCIAL Media! When you create an ad, you'll see an Audience section where you'll get to choose between different targeting options include: location, interests, age and gender. Keep in mind that location targeting is the only required targeting option. Use the other targeting options if you want more control over the types of people who see your ad. Facebook targeting options

30 Location: Reach people based on country, state or province, current city or zipcode You can choose more than one location. Age and Gender: Narrow your audience based on age and gender Language: Target your ads to specific languages Interests: Reach people based on the interests they ve shared, their activities, the Pages they ve like on Facebook and closely related topics

31 Behaviors: Reach people based on purchase behaviors or intents, device usage and more Connections: Reach people who are connected to your business s Facebook Page, app or event or their friends Target people across multiple devices. Consider cross-device conversions to ensure you re sending the right message to the right people on the right device. Don t make the audience too specific or the audience size will be too small

32 The estimated reach numbers in the Ads create tool will help you determine if your targeted audience is too broad or narrow. Use a broad audience for brand awareness- boosted post about Jeannette More specific audience for direct response *we use s pretty specific audience for our scholarship program If you ad isn t delivering well try expanding the audience size to get a better reach Be mindful of audience overlap means multiple ad sets are

33 delivering to audiences that contain the same people. This isn t necessarily a bad thing, but it can lead to poor delivery of your ad. FB tries to avoid showing too many ads to the same person from a single advertiser over a short period of time

34 Slide 26 Creating a Facebook Ad Step 1 Ok so now we ve talked about your plan, goals and objectives, how to create a custom target audience to reach your potential scholars and what image you are going to use. Once you have all of those things in place, you are ready to create your ad! Let s get started on creating your ad. Steps to creating a FB ad Step 1 Log into your account Click on the drop down arrow Click on Create Ads brings you to your ad account Now you will begin to put all those terms we just went over into practice Campaign: Choose your objective

35 Slide 27 Step 2 Choosing your Objective Awareness Considerations Conversion Step 2 Choosing your objective Awareness Considerations Conversions. Think back to your social media campaign and what your Objective is This will help you choose your Ad Objective My objective is Traffic because I want them to click through to our application website Scroll down Name your Campaign Click continue

36 Slide 28 Traffic Objective Traffic Objective Name your Ad Set: 2017 JRF Scholars Apps On the right you can see the Audience size, which is pretty broad right now. We ll work on that when we create your custom target audience. Audience

37 Slide 29 Creating a Custom Core Audience Step 2 Create your custom core audience If this is your very first time, we are going to create a brand new audience. But you can used a saved audience. So if I just click in the box, since I have created other audiences, it s going to give me some choices to use ALL, Lookalike, or Custom Click on Create New: Choose, Custom or Lookalike I m going to choose Lookalike since I want to reach new people Since I ve already created a Lookalike audience, I m going to choose them all Core Audiences help you reach a broad audience with interests relevant to your business create a target audience based on the information people share on FB. Their location, demographics, interests, and behaviors.

38 Slide 30 Location: United states. Since we are a national scholarship, I m just going to leave it all of the US. But you can narrow this down by city, state, etc and add multiple locations. Since our scholarship is specifically for women 35 and older, I m going to change the age and gender Notice the Audience size has gotten more defined. And look at my Estimated Daily Reach and Link Clicks

39 Slide 31 Detailed Targeting custom audience Here is where you will create your custom target audience through demographics, interests and behaviors. You can get very detailed or broard. Add a connection Click Save this Audience At any time you can click on the left hand side and go back to a step to edit it. Make sure Placements is on Automatic, let FB do the work for you.

40 Slide 32 Creating Budget and schedule After you've chosen your audience, you'll need to pick a daily budget and set a schedule for your ad in the Budget and Duration section. Under the daily budget you pick, pay attention to Est. clicks per day. Keep in mind that the number you'll see is just an estimate, you may get more or fewer clicks each day, but the estimate should give you an idea of how your ad may perform based on the audience and budget you've chosen. If you want to increase your estimated clicks per day, you may want to try adding or removing different targeting options and changing the budget to see if your estimate goes up. Make your budget and schedule You can choose between Daily or Lifetime of the Ad budget I always choose Lifetime for best results and let Facebook do the work for me. Choose your amount that you want to spend for the duration of the ad time. Notice the time is always in Pacific time Check your Optimization for Ad Delivery Link Clicks, daily impressions etc. Leave Bid Amount on automatic Ad Scheduling- Let FB do the work for you and leave it on Runs ads all the time Delivery Type - Standard

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42 Slide 33 Ad Placement Selecting Placements, Formats & Creative Facebook gives you a variety of ad placements. You can also choose your Format Single Image Carousel Video Collection Definitions: So what does placement and format mean? When you see a video ad in your Facebook News Feed, you re seeing a ad s placement (Facebook News Feed) and format (video). Placements are where your ads will appear and formats are how your ads will appear. Creative is the type of media you ll use in your ad, like a specific file or video. Let s take a look at all 3. *Keep in mind that the placement for your ad campaign depends on the objective you choose. This means not every campaign will be eligible for every placement listed above. For example, if you chose the Lead Generation objective, you can deliver ads across Facebook and Instagram. However, if you use the Traffic objective, you can deliver ads across Facebook, Instagram, Messenger and Audience Network.

43 Slide 34 Choosing an image format Now we are going to choose your ad format

44 Slide 35 Previewing the ad in mobile and desktop view Once you upload your image you can preview it on all of the views, mobile, desktop Look on the left at the Destination Website URL: insert your link that you want people to click on. Ours is the Scholarship application. Now create your Headline Then create your text. This is like a post. This is what people will see. Call to Action- Choose your button Learn More There are advanced options: News Feed Link Description- Add additional text to emphasize why people should visit your website. This won't appear in all placements. Display Link: this is usually shows at the bottom This is the URL that will be shown to people who see your ad. It can be a shortened or reformatted link, but it must direct to the same place as your destination URL. This won't appear in all placements. Then hit review or confirm!

45 Slide 36 Measuring Your Ad Campaign Outcomes Now that you ve planned and launched your ad campaign, it s time to see how it performs. First we ll go over some terms

46 Slide 37 Terms to know when looking at your ad results Clicks: The number of clicks your ads get from people who've seen them. Click-Through Rate or CTR: The number of clicks you received divided by the number of impressions. Impressions: Number of times your ad entered someone's screen for the first time. Reach: The number of people your ad was shown to. Frequency: Average number of times your ad was shown to a person. CPM (Cost per 1,000 Impressions): The average cost you've paid to have 1,000 impressions on your ad. CPC (Cost per Link Click): The average cost you pay each time someone clicks your ad. Some of these terms we have already gone over but you are seeing them again as there are important in measuring your ad reuhere are some more terms to as you decide what type of ad you want to create. Knowing these terms ahead of time will help to shape your ad as you also want to think about the outcomes or your Return on Investment ROI of your ad. Be sure to refresh these terms after your ad starts running as these are important as you interpret your results. Terms to know while looking at your ad results Once your ad is shown on an advertising platform or website, you may see some of the following terms when results of your ad campaign start coming back: Clicks: The number of clicks your ads get from people who've seen them. Click-Through Rate or CTR: The number of clicks you received divided by the number of impressions. Impressions: Advertising platforms may measure impressions differently. At Facebook, impressions are the number of times your ad entered someone's screen for the first time. Reach: The number of people your ad was shown to. Frequency: Frequency is the average number of times your ad was shown to a person. CPM (Cost per 1,000 Impressions): The average cost you've paid to have 1,000 impressions on your ad. CPC (Cost per Link Click): The average cost you pay each time someone clicks your ad. This number is calculated by dividing the amount of money you spent on an ad divided by the number of clicks it received.

47 Conversions: Conversions are actions that customers complete, like making a purchase or adding to a shopping cart on a website.

48 Slide 38 #1 Ad ran from Nov , days Budget = $100 Link Clicks = 318 People Reached = 24,016 Impressions = 28,589 Ad 1

49 Slide 39 #2 Ad ran: Dec , Days Budget = $125 Link Clicks = 271 People Reached = 18,357 Impressions = 22,270 Reach vs. Impression

50 Slide 40 #3 Ad ran: Jan 13-27, Days Budget = $200 Link Clicks = 407 People Reached = 25,352 Impressions = 29,587

51 Slide 41 #4 Ad ran: Feb. 6-20, Days Budget = $210 Link Clicks = 438 People Reached= 17,403 Impressions = 20,661

52 Slide 42 Total Scholarship Campaign Results 4 Ad Campaigns From November 2016-February 2017 Targeted Audience Campaign to: Women 32+ U.S. Interests: Education, moms Link clicks: 1,434 Reach: 84,166 Amount spent: $634.93

53 Slide 43 Demographics

54 Slide 44 Ad Placement

55 Slide 45 Understanding your ad results Did I meet my targeting goals? How much am I spending per action on my ad? Am I spending the amount I set in my budget? How many people did your ads reach? How frequently? Did the ads reach the intended people/audience? Did the ads reach people across devices? Improving your ad performance over time Who was in my audience? What did the image and text look like in my ad? How long did I run my campaign? How much did I spend? Understanding your ad results How many people did your ads reach? How frequently? Did the ads reach the intended people/audience? Did the ads reach people across devices? Every advertiser is unique and may need to set their own goals for how well their ads are performing. Here are some suggestions for understanding your ad results and setting goals to improve your results: Did I meet my targeting goals? Compare the targeting you defined to the results you see. It's a good sign if people in your targeted audience are the ones interacting with your ad. If people outside of your audience are seeing your ad, you may need to adjust that audience (ex: make your audience more specific). How much am I spending per action on my ad? Your ad results should show you how much you've paid per action on your ad. For example, if you spend $25 on a campaign and get 60 clicks, you've spent about $0.41 per click. As you continue to run ads, you'll want to increase the number of actions while lowering the cost of each action. Am I spending the amount I set in my budget? Even though you set a budget amount, you may not spend that entire amount because your ad isn't delivering to your audience. This can happen in ad auctions. Factors like low bids or the quality of your ad may also affect the delivery of your ad. If you see a trend where you're not spending your budget amount, re-evaluate the amount you're setting.

56 Knowing when ads are contributing to your business You may be asking: How many of these new appointments are a result of my ad? For objectives like website conversion, you can use the Facebook pixel to see how many of these booked appointments were made after someone clicked your ad. The Facebook pixel is a piece of code added to your website (as an invisible 1x1 pixel image). The pixel lets your advertising platform know when someone visits or takes an action there. Learn how to create a Facebook pixel. Improving your ad performance over time When creating future ad campaigns, look at previous successful campaigns and ask yourself: Who was in my audience? What did the image and text look like in my ad? How long did I run my campaign? How much did I spend? You can create campaigns similar to the ones that have succeeded in the past or you can test out different versions of that campaign to understand what makes that ad do so well. For example, try running multiple ads with different images, headlines or target audiences to compare the results.

57 Slide 46 Questions?