BOOST SPONSOR ENGAGE Leveraging Facebook and Google Ads
About Us Tom Lany, online marketing manager Anna Myers, web communications specialist Amy Wartick, marketing & communications manager
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
About you, your organization Organization size Your role(s)
What online ads are you using now?
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.
Tweeting with Mittens Unexpected, raised a lot of questions Huge audience Timing Humor Big payoff
TACTICS FOR SOCIAL MEDIA
What s in your toolbox? Your channels Internal networks Phone calls, meetings Mail, email 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
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!)
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
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?
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.
How can nonprofits use social media? Connect communities Strengthen relationships Get feedback, address questions Share news, videos Create excitement Respond on issues Increase awareness
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
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 emails, visit similar web/social pages Top nonprofits on social: http://bit.ly/2jvenpw
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
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.
ADVERTISING ON FACEBOOK
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
Why Facebook? Billions of people Competition for attention Engage people who aren t searching for you
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.
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
Objectives Fundraising What is your goal? Fundraising Increase people served Recruit volunteers and staff Organizational awareness Page likes
Objectives Generally Traffic or Engagement
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
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
Targeting Location Age Gender Demographics Education Life events Interests Hobbies Families Behaviors Charitable donations Job role Media Purchase behavior Custom audiences
Targeting Content marketing Provide article that will interest audience, get them to your website Target: people with multiple lines of credit
Targeting Seeking clients for new service Target: 5 key MN cities, men and women, ages 30+
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
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
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
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
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
Landing pages
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
Create ads
Create ads Levels of organization
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 https://business.facebook.com
Creating ads Objectives and Measurement Targeting Budget and Scheduling Copywriting Landing Pages Create Track Results
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
Multiple messages Show people multiple ways to make a difference
ADVERTISING ON GOOGLE
Paid Advertisements Organic Search Results
Why advertise on Google? Reach the people who are looking for what you offer.
Over 90% of search traffic goes to first page results
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
Advertising on Google Paid Google Ads VS Google Ad Grants
Paid Google Ads Control over budgets and bidding Prioritized ad placement No eligibility requirements
Google Ad Grants $10,000 per month in free ad funds Free access to other Google Apps Eligibility restrictions Ads appear below paid ads
Eligibility requirements 501(c)(3) organizations Not: o Government entities o Hospitals/medical groups o Childcare centers o Universities/academic institutions
Boeing. $$$ Our Google Grant Ad. Second position. Not bad! Other Google Grant Ads. Ranked lower than ours.
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
Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise
Gather data & determine topics Search trends & website traffic Marketing goals Landing page
Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise
Identify goals Goal Key Performance Indicators Focus Increase traffic Clicks Keywords, Search Terms Sales Conversions Landing Pages Awareness Impressions, Reach, Frequency Ad Copy
Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise
Writing ad copy Be descriptive Reference what people are searching for Use language customers use Relate to your landing page
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
Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor and Revise
Creating ads Gather Data & Determine Topics Identify Keywords, Targeting and Goals Write Ad Copy Create Ads Monitor, Measure and Revise
Measuring results Goal Key Performance Indicators Focus Increase traffic Clicks Keywords, Search Terms Sales Conversions Landing Pages Awareness Impressions, Reach, Frequency Ad Copy
Wrap Up
Be bold. Try something new, evaluate your results to see what works. Keep doing it, or toss it away and try something else.
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
Questions?