facebook ads nonprofits
Published on: January 28 2023 by pipiads
Table of Contents About facebook ads nonprofits
- Marketing for Nonprofits: Top 5 Nonprofit Marketing Tips
- A BETTER Way To Advertise On Facebook In 2022 (SECRET)
- Fundraising with Facebook Ads for Nonprofits on $100/Month
- Quick Facebook ad set up tutorial for your Nonprofit. Raise more money online for your cause!
- Finding the Right Facebook Ad Type for Your Nonprofit
- A Content And Facebook Ads Strategy For Nonprofits
Marketing for Nonprofits: Top 5 Nonprofit Marketing Tips
marketing for non-profits is different from marketing for any other type of business out there. it requires special care and a strategic plan, and we know this better than anybody because we've helped non-profits increase their followers by tens of thousands on social media, collect petition signatures, drive, post engagement at as low as 0.003 cents per engagement, and a lot more. [Music]. [Applause]. hey everybody, it's brandy from life marketing- the digital marketing agency that helps small businesses grow. and if you own or operate a non-profit, today's video is for you. so this is what we're including in today's video: a step-by-step breakdown of how to successfully market your non-profit, to attract more volunteers, funding resources and to see the needs of your nonprofit met. so go ahead and like this video if you're excited to see some of the top marketing strategies for non-profits, and subscribe to the channel for new digital marketing videos every single week. okay, jumping straight in with strategy number one: invest in a solid website. a common thought i've heard from some of our non-profit clients to date is that they often have a tight budget and struggle to justify investing in a website. but in today's day and age, your website is your storefront. it's often the first impression people gain of your brand, and you should consider it as the face of your nonprofit. now, when i say storefront here, i'm not referring to an e-commerce store like i would for other businesses- unless, of course, your non-profit has merch or something to sell- but more so i'm toking about the online version of your brick and mortar location. when people come to your website, they should be able to gather any and all information that they would if they were to tok to you in person. your website should answer questions like these: when and where can people sign up to volunteer? what's the closest volunteering opportunity near them? where can they donate online? what is your non-profit all about? if they support you, where does their money go? i can personally testify that failing to have an informative website, or a website at all, will deter potential donors and volunteers. here's how i know from personal experience. last april, when we were approaching earth day, my friend and i wanted to contribute and find an environmentally conscious non-profit group to volunteer with. back in our high school days, we were in the environmental club and used to help pick up trash, plant trees etc. and so we wanted to find a non-profit close to where we live now so that we could do something similar for earth day. well. we googled to the ends of the earth trying to find something. we looked on local neighborhood apps on facebook and more, and the problem was that, after a lot of digging, we did eventually find the names of some non-profits to volunteer with. granted, these names were written on what looked like a random 1998 outdated web artikle, but the bigger problem was that they came with no website link or phone number or email for us to reach out to the outcome, we did not end up volunteering anywhere that year. my point in telling that story is not just to show you embarrassing high school photos of me, but to show a real life example of what often happens to non-profits. with an outdated or non-existent website, you lose out on potential volunteers and donors. now, having a website is only half the battle, like i said. the other half of it is that it needs to be updated, helpful and functional. people need to be able to find any and all relevant information about your nonprofit on the page. let's look at this nonprofit as an example. this organization is called compassion international, and they are a christian group that allows you to sponsor children in poverty across the globe. now, from looking at their homepage, we immediately see where we can click to sponsor a child, ways to donate, how to get involved, more about their organization, resources for current sponsors and their blog. when i hover my mouse over all these tabs, we get even more menu options. so, without even having to scroll or click anywhere yet, the user can see a clear path to the answers of several questions they might have in coming to the site. this is a good example of preemptively understanding the questions your target audience may have and answering them with a well thought out website. this is ideal and will keep your visitors retained on your site for longer. so where do you start? well, there are several website builders to choose from that all have different benefits and pricing plans depending on what you need and your level of expertise. so i'll link a video here that we made, going into depth with everything you need to know about websites and website design. okay, so once you've got your website set up, let's move on to strategy number two, seo, or search engine optimization. in my real life example i just shared of searching in vain for a non-profit to volunteer with, did you catch where i went to look for information first? well, we googled to the ends of the earth trying to find something, it was google. google is one of the most, if not the most, powerful search engines in the world. google gets over 3.5 billion searches per day, and it's hard to even process that. so here's another way to look at it. google gets over 41 000 searches per second. when people have a problem that they need a resolution to or a question they want answered, or when they just want more information about literally anything in general, people go to google, and this behavior pattern remains the same when people want more information about your nonprofit. so, given this information, what can you do to leverage all of the attention that google receives? the answer is to make sure your website appears on google. when someone searches non-profit near me or places to volunteer in atlanta, or insert whichever city you serve there, does your website appear. the first five results on google receive 67.6 of all the clicks, and it makes sense, because think back to the last time you googled something. have you ever scrolled to the second page? probably not, right. most people just automatikally trust google and choose from the top five websites google provides. so the benefit to ranking in the number one spot on google is twofold: it drives relevant, qualified traffic to your site while simultaneously building brand trust, because if google trusts your website enough to rank it number one, people don't question your credibility. okay. so then the next question is: how do you do it? how do you perform seo marketing for non-profits? well, seo is a big umbrella term for a number of processes, and it's an ongoing process at that. we have an introductory video to seo, which i'll link here. but, in short, you'll need to make changes to your website, acquire backlinks and create strategic content to rank for relevant keywords. keywords are the words or phrases people are searching on google. so how do you know which keywords to plan your seo strategy around? well, since the term keyword is synonymous with the terms people are searching in google, i'm sure you're already thinking of some that you want your website to appear for, but i always recommend doing a little research first. google ads has a tool called keyword planner that you can use to research relevant keywords or phrases that people type into google. for example, let's look at what the monthly search volume is for the keywords non-profit near me and non-profit volunteer opportunities near me. you can change your settings around as well when you research here. i've got mine set to look at the amount of times. these searches are happening within the united states on google and in the last 12 months. you can see the monthly search volume here and this will tell you if these keywords are worth ranking for or not. one tiknical note you'll need to keep in mind when researching keywords is to put the proper symbols around them, because there are three different match types on google, including broad match, phrase match and ex.
A BETTER Way To Advertise On Facebook In 2022 (SECRET)
there are three things that you need to know if you want to create effective, high converting and profitable facebook ads. first, you need to nail message market match. get this wrong and it doesn't matter how smart or funny or creative your ads are, they're not gonna work. next is something called the 40- 40- 20 rule. every great direct response marketer and advertising legend lives and dies by this rule. but don't worry if you've never heard of it before, most people haven't, and i'm going to walk you through exactly how to use this with your facebook ads. and third, you need to use something called the marketing rule of seven, and not just with your facebook ads either, but with all of your advertising and marketing and everything you do from this day forward. use it and profit. don't use it and don't profit. that is a terrible catchphrase. so let me show you how it's done, starting with the ever important message market match. want to know the single biggest reason that most facebook ads don't work. i can't see it right now, but i'm going to assume you're nodding your head, yes, well, my friend, the biggest reason that most facebook ads don't work is not because they chose the wrong campaign objective or wrong placement or wrong budget or anything related to the actual setup of the facebook ad campaign. nope, the reason that most ads don't work is because they're saying the wrong things to the wrong people, or in other words, the offer that they're making is either unrelated or unappealing. an unrelated message means that they're making an offer that people just don't really care about, trying to sell something in a way that just doesn't resonate with the pains and problems and fears and frustrations of the market. this is often the result of spending too much time on the features and the actual tangible things that they're going to be getting, rather than on the benefits and the outcomes and all of the results and how their life's going to be better after they make a purchase. an unappealing message is simply a message that's packaged wrong, or in other words, it's boring. it doesn't do anything to try to catch someone's attention, and so they don't stop to read it, and if they do stop, well, they just don't care. what's that sound? oh, that's the sound of your ad dollars getting flushed down the toilet, and so money is wasted. putting these boring and uninteresting and irrelevant messages in front of people and then wondering why nobody's buying sounds harsh. i know, i don't like to be the bad guy here, but fortunately there is a solution that comes in the form of message market match, and message market match is exactly what it sounds like. it means matching your message to your market, but obviously there's a little more to it than that. essentially, message market match, also commonly known as message to market match, is really just a way of making sure that you've done your homework and you've researched your target audience. you've figured out what their pains and their problems and their fears and their frustrations are and how. whatever it is that you're selling is well positioned to help solve that for them. get it right and people buy. get it wrong and they don't buy. and this is one of my favorite things about marketing and about advertising, in that it's a literal case study of human behavior. after all, people can say all of the things about how they think they are or how they would like to be, but at the end of the day, money, toks and what people choose to buy and how they spend their time are two of the most powerful indicators that really show what someone values. so if your ads aren't working and people aren't clicking on them or signing up or buying or anything like that, well, it's simply because they don't see the value in what you're offering. so it's your job as the marketer, as the advertiser, to try to show them that value, and the best way to do this isn't by shoving it down their throats, but rather to show them that you understand where they're coming from, you understand their problems and you possibly have a solution they may be interested in. i wish i could remember who told me this quote so i could give them due credit. but one of my favorite sayings is that customers don't buy when they understand. they buy when they feel understood. okay, next i'm gonna give you the secret sauce and those special ingredients that really separates the amateurs from the pros when it comes to creating high converting and profitable facebook ads. but first a real quick message from this video's sponsor, metrocool. over the years, i've had the chance to work with a lot of different companies and software, but metricool has quickly become my number one secret weapon when it comes to creating better and more effective social media marketing campaigns, and i use it every single day. not only does it allow you to take care of everything all in one place, it also integrates seamlessly with facebook and instagram and twitter and tiktok and linkedin and google business and pinterest and youtube and twitch, as well as facebook ads and google ads and tiktok ads and data center. it's also incredibly easy to use and gives you a ton of powerful features for both organic social media and paid media like facebook ads. one of my favorite things about it is how i can watch and monitor my ads performance and get a side-by-side comparison of my ad campaigns on google and facebook, which are two of my biggest ad platforms right now, and i can see how they're doing and compare different metrics against each other, like how many impressions they got, what's my cpm, which is how much it cost me to show these to a thousand people, what's my cpc, or cost per click, my ctr, which is my click-through rate, and even the number of conversions each campaign is delivering. because, again remember, it's not just about getting likes and shares, it's about making money from your social media and your ads. so make sure to check out metricool by clicking the link in the description below this video and when you use the code atom, you can try out any paid plan for 30 days for free, okay, next, the 40 40- 20 rule. the 40 40- 20 rule shows the breakdown of the three main elements that are responsible for your ad success: 40 to your market, 40 to your offer and 20 to your copy. so let me unpack those for you now. 40 of the success of your advertising campaign is going to come down to your market, your understanding of them and your ability to identify and locate them and make sure that you're putting the right message directly in front of them. fortunately, facebook's targeting options are pretty amazing, so the ability to find them and get right in front of them is well easier than ever. as for coming up with the right message, the right hook, the right angle and the right irresistible offer, and how those all fit together, well, that's where you're gonna need to do a little bit of heavy lifting. the next 40 of this equation comes down to your offer. so what are you offering and is it irresistible enough to get them to pay attention? is it relevant enough that they're going to be interested and want to click, want to read more, ultimately want to buy? and the last 20 is your copy and your creative. this is essentially the words that you use, the images, the video- if you're running a video ad, all of the design and the way that you structure things as well as the words that you say. as a general rule, the more competitive your market is, the more persuasive and influential and more heavy-hitting your copy's going to need to be. the 40-40-20 rule is incredibly powerful because, like all things in marketing, it gets to the root of what's really important, which is your customers, their problems and your solutions to those problems. and way too many advertisers get this completely backwards, spending way too much time on fancy words and pretty pictures rather than getting to the core of their audience's pains and how they're able to best serve them. there's even some situations, and with certain target markets, where an ove
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Fundraising with Facebook Ads for Nonprofits on $100/Month
welcome to our part series on $100 social media strategy focusing on Facebook. remember, our big point about Facebook is that it is not social media platform. what do I mean? Facebook's organic Reach has been dropping over time. don't trust me. look at the data. this is true regardless of who you are, where you are. if you are a company, Facebook is not a social media platform. it is an advertising platform. so how do we use this amazing platform? number one: don't boost posts. 99% of the time, boosted posts are just tricking you into reaching an audience that you already know in a basically way that it's not very targeted when you look at it. you must go to business. that facebookcom/ business- huh, facebookcom- is where you can ad, test, find your audience, dial in on it, use the Facebook pixel, which you must install. don't worry, I'm going fast. we've got a walkthrough coming up after this. the things I want you to try with your hundred dollar social media strategy, which is $100 a month. I don't want you to spend $1200 on a Tuesday. that would be a way step on it over time, and here's why we want to set up, for instance, a Facebook pixel on our site that attracts anybody who's ever touched us, never, ever known us. build up the people that know us. then every bit, for two weeks, in that time, fear has that birthday is coming for anybody on. we're gonna set a birthday, donate your birthday reminder and this is going to hit and advertise that anybody who has a birthday upcoming to say, hey, why not donate your birthday to help these trees, this cause that you care about? and, by the way, that little thing over time, if you just need one birthday, because an average birthday is easily raising over $100 and that's gonna pay for itself- we want to set it and forget it. we're going to show you how to set that up. event advertising is awesome on Facebook. you're going to set up this event, target it to the people that you're looking for in a regional area or visiting or coming through and, hopefully, if you're charging for that event or know the ROI, your game here is making sure that whatever you're paying for that event registration- and they're paying you is obviously more than how much you pay to get them in the system. right, the cost-per-acquisition, paying attention to those numbers- hey, LS, get them to pay you more. you have may need money with an event very, very easy in Facebook. actually. the next piece is paying attention to time of day. I want you to be able to understand in the analytiks where to see time of day when it comes to conversion rates. conversion rates vary wildly. literally. I go home tell you what at around 7:45 have it? Pinot Noir, you want to hit me with that Pinot Noir o'clock ad about donating? definitely a different, George. when you hit me at like 10:30 am and my inbox is full at work and I'm stressed, I'm like I don't have time to donate. and yet when you just don't think about when you're targeting your ads and timing, you're wasting time on 1030. George, don't do that. you want pinna, no markup on charge. he's much nicer, much more likely to donate. finally, lead acquisition. we can, on Facebook, get people to sign up into your email list directly from an ad. this is a very streamlined way to get people into. you know, frankly, the email machinery and ideally you can turn that one email into a donor over the next nine months through a proper marketing plan. so we're gonna walk through these, we're going to show you how to do them, good luck. so today we're going to do a quick walkthrough of a new ad campaign set up in facebook using the nonprofit power poetry. as an example, power poetry is a close partner of whole Wales. they're the largest online team poetry platform, so they're, you know, looking to encourage more teens and young adults to try creative writing and to use this online space as community for both you know- writing themselves and giving feedback to others, and also create a lot of tools and resources for poetry. creative writing teachers use as well, so teachers are one of the groups that we'll be thinking about today in this example of an ad set up. but the first thing we do for any, any organization, if we want to set up a new Facebook ad campaign, is we login to Facebook Ads manager. this is part of business manager set up. you have to make sure you have an account within here in order to run these paid ads on Facebook. to that date, if you wanted to create a brand new campaign from scratch, you'd start with this green create button in the left hand corner here and you'd be starting at the campaign level. when we're, you know, moving from the most kind of widely applicable objectives and parameters, you know, across a full campaign down to the ad set level, we get more specific and the different types of targeting we'd like to do within that campaign, all the way down to the ad level, which is where we select, you know, as many types of coffee and an image and other creative as we need to. so in this example, for our poetry at the campaign level, we first want to think about a just general objective for the campaign. you can see that Facebook divides these into three categories, so awareness, consideration and conversions. so you know, moving from kind of the most broad and top level type of engagement down to that most committed type of conversion, in this consideration column, which we use most frequently, includes things like just driving traffic to your site off of Facebook, as well as engagement with the post in facebook. video views, if you're promoting a video, lead generation, if you're trying to capture emails, and then conversion goal is something you would use if you are more specifically trying to drive donations or purchases and the like of this example we're trying to. let's think about trying to target the teacher audience relative to power poetry and drive them to one of our teacher resources pages or groups page which allows them to set up kind of an online classroom for the, you know, students or users that they invite. we'd select traffic as our objective. here we can name the campaign, something relative to that. so the teacher groups page is where we're driving people and we can click continue and we move down from the campaign level into the ad set level. so now we have the opportunity to select different types of audience and placement and budget parameters and we get to specify these. buy ad set. you even have multiple ad sets within a campaign so you can test a number of different things relative to a certain objective. if you have multiple audiences within that kind of broader, broader group you're targeting, or different of approaches you're trying to test against one another. so we can walk through parameters. you can see here that this audience size tool on the side of the Facebook ad setup page allows you to see how the selections you make affect your total reach. this is a useful way to check against and the types of things you're adding. if they, you know, possibly really limit unintentionally the people you could reach, you might want to rethink whether that's actually a a specification you need to make. but the audience set is where we have most ability to be. you know, really broad or really specific and that type of people we target. so you can see that we have the ability to target people by location as well as exclude people by location. we can target people by age, by gender, by language, and then get even more detailed on other types of you know demographic interest or behaviors that Facebook can guess or you know can broadly categorize people into. you can also very specifically upload custom audiences based on any partikular list of you know users- past donors, members of your newsletter, things like that- that you would like to use as kind of a basis for targeting other people. and once you've said all these different types of parameters, you can also save these audiences so that if you do have multiple campaigns or ad sets you need to set up using the same audience parameters, you can more quickly select them once you set them up.
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Quick Facebook ad set up tutorial for your Nonprofit. Raise more money online for your cause!
hi everyone, my name is michael yuasa and i'm the founder of antarctik. today, i'm going to be showing you how to set up uh facebook ad campaigns for your nonprofit. we always recommend with the nonprofits that we work with to have their facebook ads running year round so the ads can continue to run and find new donors and raise money for your non-profit. and we're especially keen on facebook ads for giving- tuesday and year-end giving campaigns. if you like this video, please click subscribe below and share it with all your friends. so let's go ahead and dive in. to start, i'm just going to go over a couple you know facebook terminology- that's that's good to know. so, to start is: row ass, roast is a return on ad spend. you'll hear this a lot thrown around anytime you're toking about digital ads and what it means is, for every dollar that you spend, how much are you getting back in a conversion, in a purchase, in a donation? so if you spend a dollar online for an ad and you get a dollar back in donations, your return on ad spend would be one, and we're always shooting for a high row ass when we're running ads. so for every dollar you spend, you get four dollars back. for example, your ross would be four or four hundred percent. uh, conversion. what this means is? it essentially means click to buy. we run our facebook ad campaigns for conversions because we're looking for people to become- to become donors. cost per click: this is a very important metric when thinking about creative, and what it means is how much does it cost for each person to click on your ad? so you can always, you know- look at your creative, see how it's doing, and if you have a high cost per click, it means you'll likely want to tweak your creative, make it more compelling. if you have a low cost per click, it means your ads are doing well. with non-profits, we typically see cost per click anywhere from one to four dollars, anything above that. you kind of want to review your creative and during times of crisis, uh, if there's a non-profit that we work with that's responding to something that's happening in the world, we see those cost per clicks go down significantly to around 13 cents, or i've seen it as low as 13 cents. okay, frequency: this is how many times a person sees your ad in facebook. with acquisition campaigns, which is what we're setting up here, and you have a broad audience, you want a low frequency because your ads are supposed to go out into the world and find new donors to give to your organization. uh, if you are trying to speak to an existing audience that maybe has given to your nonprofit before, you'll start to see your frequency go up, and for those types of ads, we generally like to see them around between two and three, meaning that a previously warm audience will see your ad two to three times attribution. this one's a little bit complicated, but it's good to know. with facebook, they have a seven day click attribution model and what this means is that, uh, facebook will optimize your ads to, and serve them to, people who are likely to give within seven days of seeing your ads. okay, the setup, and we're going to dive in. i'll show a live example of how to do this, but i always break up uh audience and interest into two kind of two mindsets. if your nonprofit has not run ads before, we always uh advocate for using interests when setting them up. so if you're the new york road runners foundation, for example, that runs the new york city marathon, and you've never run ads before, we would suggest, you know, maybe people that give to philanthropy, for example, and targeting people who are interested in running. okay, if your nonprofit has used facebook before and has 50 plus conversions within your facebook pixel, we always advocate for going broad, which means you have no interest. and what this does is, uh, if you use this broad audience, it really leverages facebook's artificial intelligence and facebook will serve your ads to, say, a national audience in the united states to people that will give to your nonprofit and you really let facebook do the thinking there. and if you're starting to use interests and you and you haven't run ads before, one thing to keep in mind is that as you limit your target audience, your cost to serve that audience will go up, meaning that if you have a broad audience, your cost per click goes down. if you have, uh, you know, a group that's very specific interest to target those people, your cost per click is going to go up. tracking so with facebook: they released ios couple months ago or earlier this year and not every donation that you make is going to show up in your facebook ad portal. so we always look at the results from a facebook campaign in two places. we look both on the facebook ad portal to see how many purchases or donations were made, and then we also check the donation landing page site where you can kind of pull reports- so classy- or fundraise up. our donation portal checkout pages you can use for your non-profit and you can look at your donations there and see where all your you know where those donations come from, and in order to do that, you're just going to want to add this utm parameter here, which i'll put in the chat below and i'll show you how to set it up in facebook. so in your donation portal there'll be a little tracking snippet after each donation that will indicate which campaign it came from within facebook. okay, let's look at setting up a facebook ad campaign. so this is a client of ours. it's god's love. we deliver and just get this set up here. so we're going to go to create campaign and they have. facebook has a new setup for ad campaigns called advantage plus conversion campaigns, and what this is is, uh, facebook sets up all your default settings for your ads, so you don't have to get into. you know, thinking about how to best set it up as an agency, we always like to lean on facebook, or whether it's google. there, you know, they spend millions of dollars and have huge teams that are trying to figure out how to make your ads more effective. so, any default settings, anything that's automated on their site to set up, we always just go through and and use it, and we found over time that these always lead to the best results. so i'm going to set up the campaign for conversions here. i'll just go ahead and give it a name. we'll call this a test campaign and continue here, okay. and then the creation method. so advantage plus conversion campaign is what we're advocating for: click, continue there and it'll set up your default settings here. so, website: uh, the pixels- god's lovely delivers pixel. it's set up as a conversion campaign. uh, we might set this up for, say, a hundred dollars a day, as we're getting into the giving season here, and interest, given that god's love has already had lots of donations, you know, by using facebook ads. we just leave it as broad targeting location in the united states: age 18 to 65, all genders, and then no detail targeting below, okay, and set it up for their instagram page here and go ahead and select images. so these are some ads that i uploaded earlier. there's four of them here: one, two, three, four, and these are just square ads. uh, approximately 1080 by 1080.. just add those in here and then we have the creative here which we set up. we made earlier, before we, obviously before we launched the campaign, but their campaign is called celebrate with a plate. it's- uh, god's love, year-end giving campaign. we gave it a unique look and feel with the ads and- and we'll change these ads throughout the season to keep them fresh- you want to optimize the creative for each person, so what this does is it allows facebook to adjust the ads and adjust the copy and sizing and everything uh, to what it thinks. each person will entike each person to give or make a donation. so again, utilizing facebook's artificial intelligence here to make decisions that lead to more conversions. i'm just going to drop in some copy here that we had. so no one should go, no one should go hungry when they're living with severe illness, especially at thanksgiving, so i'll d.
Finding the Right Facebook Ad Type for Your Nonprofit
going beyond boosted post. there are so many other kinds of Facebook ads out there. let's learn about them. so you've decided to run Facebook ads. that's awesome. the first step is to determine what is your digital goal. what are you trying to do with Facebook Ads? there are two buckets that your digital goals might fall into with Facebook Ads: on platform and off platform. on platform means you want some going to do something within the walls of Facebook. you want them to take some action without ever leaving Facebook. so this would be something like: if you want to increase of impressions, you want brand awareness, or you want more page likes on your page. maybe you want more engagement with your posts. you want more people liking and commenting and sharing your Facebook posts. these are all on platform engagements that you can drive with Facebook Ads. the other bucket is off platform, so this means you want someone to do something that they have to leave Facebook to do so. maybe something like driving quality website traffic or getting people to read your content on your website, or maybe there's a conversion on your website you want people to do like downloading something or filling out a form. these are all things you can do with off platform ad types with Facebook. so when you first log in to set up a Facebook ad, this is the first thing you see. you have to choose your Facebook ad objective. the cool thing about Facebook objectives is you only pay for the action you want people to take. so if you're trying to boost your posts, you'll only pay for likes, comments and shares. if you're doing clicks to your website, you'll only pay when someone clicks on a link to your website. what that means is you're telling Facebook what type of ad you're trying to run. this is gonna affect the way you set it up. it's also gonna affect who Facebook serves your ad to. so Facebook wants you to get the cheapest ad traffic that you can. this makes you happy because it keeps your costs down, which makes you want to advertise on Facebook more, and it also means Facebook can serve ads to people who are going to be interested in them. Facebook likes keeping its users happy too, so it's a win-win. so this the list of objectives you'll see when you first log in to set up an ad. you can see that these relate to on platform goals that we toked about before, and these relate to off platform goals- getting people off of Facebook onto your website. let's start with on platform ad type. so maybe you want to grow your Facebook presence, you want to create a community on Facebook, you want to have more followers, more engagement. these are the ad types you look at. the first one is boosted posts. so you might already be familiar with this. it's the most popular ad type. this just means you're trying to get more likes, comments and shares on your facebook posts. here's an example of a grade boosted post that breakthrough us ran to try to get more engagement, try to get more people to start the conversation about people sharing their stories. there's one other Facebook ad type that is really popular that I should mention, which is page likes. this is when you pay for Facebook fans. we do not recommend this ad type because you're gonna end up with a lot of bots, a lot of spam, and this is not a meaningful way to build out your Facebook page. next up is video ads. this is great if you have awesome video content and you want to get more eyeballs on it. for Facebook, you pay for every three second view. so if someone views your video for three seconds or more, you're gonna pay for that kind of sounds like it's not very much, but it's so cheap that we find it to really be worth it, and a lot of people will watch more than three seconds. next up is lead generation ads. so if you're ever trying to collect email addresses or get people to fill out an interest form, this is a great ad type and you can do it without people ever having to leave Facebook to fill out your form. all you have to do is upload a custom form, upload the questions you want to ask people and they can fill it out in just a few thumb taps. what's cool about this is Facebook already knows a lot of this information about people, so it'll be pre-populated. it only takes a few clicks for people to become a lead. here's an example from National Stroke Association. they wanted to get Facebook fans to sign up for their email list, so they targeted only their Facebook fans and they gave them lead generation ads and they drove leads for really cheap. what about off platform ad type? so you've determined that you want to get people off of Facebook onto your website. what are the best types of ads for that? the first one, and the easiest and simplest, is a clicks to site ad. this is a really simple type of ad. you just upload a photo or a video and some text that gets people to click on to whatever page is important on your site. for instance, MB PC wanted people to apply for a grant that they had, so they ran this clicks to site ad to drive people to the application page next up our conversion ads. so this is like an advanced version of the clicks to side ad. this is when there's a specific action you want people to take and you can actually track that action and only pay when people take that action on your site. let me show you an example from Cancer Research Institute. with this ad, CR, I wanted to get people to sign up for their patient portal so they would have access to new resources. they send people to a sign-up page and then they tracked the Thank You page and CR. I only had to pay when people got all the way through that funnel to the Thank You page. this is a really efficient type of ad because you're not paying for any useless clicks. you're only paying for what is most meaningful to you. you have to use the Facebook pixel in order to track conversion ads. check out the whole wheel website for more stuff on the Facebook pixel. there you have it. those are the most important Facebook ad types to understand. start with your digital goals. figure out what kind of impact you're trying to drive and choose the ad that best gets you towards that goal. if you're ready for the next step, check out our next video on finding your Facebook audience and make sure you subscribe to our channels.
A Content And Facebook Ads Strategy For Nonprofits
working a non-profit, you know that there's a very high competition for donations. reaching the right people with the right message at the right time can be challenging, to say the least. so today I'm going to show you a way to use content and Facebook Ads to identify and engage in new audience and then move them from the awareness stage right through to the donation stage. this approach will prevent wasted budget and ensure that your cost per donation remains as low as possible. so it all starts with content. what you need to do first is call out the target market and provide value, or from and for free. so what does this mean exactly? well, the target markets problem that you're solving is they want to make a difference in the issues that they care about, and if they achieve this and then they get the positive emotional benefits and feel good about themselves for paying it forward- the problem for you is that these people get bombarded by a high level of marketing communications, all asking them to donate, donate, donate to different causes. so your other problem is you don't really know who exactly in your target audience resonates with your cause and who might be motivated to donate- and the key word there is motivated. but I'll come on to that in just a minute. so let's have a look now at how we use content to identify the people in your target market who might be interested than you cause. so you start with stories relating to the issue- no, I'm saying stories and not direct response as asking them to donate. you need to connect with them emotionally first and then move them to a place where they're ready to donate. so I'm not saying that asking them to donate straightaway won't work. it might. you've got a test- different things- for what this approach could do for you is help prevent wasted ad spend while creating audiences of motivated buyers, which could also increase your average donation value when they do plan to donate. so let's look at an example. so say, your nonprofit is a wildlife based. you might create and promote a heartwarming story about koalas. so you're not promoting anything or asking them to do anything. you just calling out the people we might emotionally connect with and care about koalas and therefore who might also be interested in your cause. because you're providing value for free in the form of content, without asking anything from them, you've got their attention. so everyone who clicks and engages with this content, including the social media post as effectively raised their hand and said: I meant in this topic. so this is important because they are now on your retargeting list. you know who out of the target audience is interested in this issue and might be interested in helping you cause. these people engage with your content and effectively raise their hand saying I'm interested. now become your target audience for the next follow up promotions. so because you know these people are interested in the topic and the story of the Koala is fresh in the mind, you can now confidently promote a strategic piece of content only to this much more narrow, focused audience. so this will further build the emotional connection but, more importantly, start to motivate them to want to help. so what does this look like? so in this example, after engaging with your last piece of content, the Koala is fresh in the mind and you know this new audience is connected to the topic. the second piece of content you might want to make them problem aware. so this could be a story about how it's feared koalas could be extinct in the next 30 years and the potential ripple effect that this could have on the ecosystem, as well as losing the animal that they care so much about. this shows them the current state of the issue and makes them problem aware. so towards the end of this content piece, you could mention any small things they might be able to do themselves to help with this that don't require a significant investment of time or money. then you might also want to test. dropping in the small donations can also help. so, to close off this content piece, you want to tell them that in the next piece you'll be toking about the sort of big picture of options, what are available to prevent this from happening and what your nonprofit is doing about it and how they can be a part of it. this is called opening a loop, and it helps to generate more attention when the next piece goes live. this is the same tactik used by TV shows to help build your antikipation for the next episode. as humans, we hate open loops and we need to see the closure of the information gap. so quick recap: your first piece of content called owl everyone who's interested in koalas and potentially interested in your cause. because you weren't asking anything from them, you got their attention. your second piece of content then makes them problem aware, and this is only promoted to the people that raise the hands and show the interest in the topic by engaging with the first piece of conflict. so now it's time to build on this and nurture their emotional connection to the issue as well as their desire to help. so with this third piece of content, then that's promoted to the same audience- you could first make them the problem but then start to make them solution aware. so, after reminding them of the issue, tell them what needs to happen in order to save the Koala. so you already told them at the end of the last content piece, but in this piece, and you're going to be showing them exactly what options are available and what your nonprofit is doing about it and how they can be a part of it. so this is exactly what you do in this content piece. so one common obstacle to getting donations- especially if it's one of the earlier contacts with the brand, is knowing and having the confidence that their donation is actually going to make a difference and how it's going to help, if it's going to help at all. this content fee solves that problem and overcomes the objection. so your previous content pieces have firmly connected them to the issue and shown them that there are things that we can do to help, all the while building like and trust in your nonprofit. so now you're showing them what you're actually doing to prevent this, how it will work, why it will work and, most importantly, how you're actually using people's donations to achieve the end result. the more specific you can be here, the better. they are already emotionally connected to the cause and aware of what needs to be done. you might want to show them what previous donations have achieved so that they can see the positive outcome and the bought into the solution and also trust that your the nonprofit to make it happen. at the end of this content piece definitely want to ask for the donation and tie it back to the EM result of what the donation is actually achieving. again, the more specific you can be here, the better. so you might want to tell people what the current next phase of the plan is to further your cause and that if they donate now, then this is exactly what the donations are funding. so paint the picture of the specific end result that will be achieved if they donate now. they can then have feel good that they've got the knowledge that their donations now are achieving this end result. you may also want to tell them that everyone who donates now, so from this phase will receive an update on exactly what progress has been made in a certain amount of time. so the last part of this funnel today is a direct response ad. so target this promotion to everyone who engaged with all of the previous content pieces, what I haven't yet donated. so, other than the people that have already donated- and you know this audience is highly motivated and audiences you could have a target because they've engaged with you, you his concept pieces, because it's important to notes as well that just because people haven't donated at this point doesn't mean they don't want to or they're not bought into your cars. it might just be that life got in the way and th