Delightful Dive into the Depths of Direct Response Digital Ads
Transcript of Delightful Dive into the Depths of Direct Response Digital Ads
Delightful Dive into the Depths of Direct Response Digital Ads
Madeline Stanionis, Principal + Creative Director, M+R Stephanie Lauf, Director, Digital Fundraising & Supporter Engagement,
Planned Parenthood Federation of America
@MRCampaigns
www.mrbenchmarks.com
www.mrss.com/lab
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TOD
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AD EXCHANGE
BUYER SELLERS
2000
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AD NETWORKS
1990
s
DIRECT
Changes in Digital Advertising
NOW…
✳ More control ✳ Unbelievable targeting ✳ More affordable ✳ Real time results ✳ So much more throttle ✳ and… ✳ Volatile ✳ Complicated ✳ and a teeny bit screepy
It’s totally amazing
Common Ad Terms
✳ CPM vs CPC vs CPA vs CPD ✳ ROI and ROAS ✳ Net Revenue or Net Cost ✳ Display ✳ View-Through vs. Click-Through Conversions ✳ Attribution ✳ Cookies and pixels
Uncommon in any other context
Facebook Custom Audiences
Facebook Lookalike Modeling
Retargeting/Remarketing Who?
✳ Email clickers ✳ Email addresses
✳ Recent donors ✳ Lapsed donors ✳ Emergency donors ✳ Inactives ✳ Unsubscribes
✳ Website visitors ✳ Homepage ✳ Donation form ✳ Any section!
✳ Mailing addresses
Channels and Vendors
Go Big!
Planned Parenthood 2015
2015 PPFA
PPFA Pink Out Day Go big or go home
Digital Ads Overview
✳ Paid Search
✳ Retargeting
✳ Direct Ad Buys ✳ Salon.com ✳ Jezebel ✳ Daily Kos Homepage Takeover
(12/30 and 12/31)
✳ Display Partners
✳ Additional Tactics ✳ Facebook Lookalike Modeling
for Donor Acquisition ✳ CRM Retargeting of Non-
donors & Inactives on Google Display Network
Digital Ads Strategy
✳ Optimized ongoing search, display, and Facebook acquisition ads program
✳ Increased ad spend aggressively throughout December
✳ Successful tests of new vendors and tactics, including direct ad buys on Jezebel and Salon; Facebook lookalike donor acquisition; and Bing paid search
✳ Developed and tested new creative concepts & match-focused creative
Creative Performance: Top Ads
November December January
Stopped serving ads to 4+ hour audience.
Permanently changed creative
Doubled bidding on impressions
Final audience adjustments
Results
In December 2015 alone we: ✳ Drove more than 16X the number of
new donors ✳ Did it at a better net cost per donor: -
$141 in 2015 compared to -$113 in 2014 (yes, again - PPFA raised more money from new donors than it cost to acquire them!)
Results, continued In December 2015 alone we: ✳ Raised nearly 4X as much from paid
search - while simultaneously more than quadrupling the paid search ROAS (return on ad spend)
✳ It was a record-setting year-end campaign for PPFA as a whole, but December 2015 truly set a new benchmark for what the digital donor acquisition program could do for the organization.
What’s next… Go bigger!
✳ Reporting & Analysis
✳ Integration with other programs
Smart growth
UNHCR 2015
Case Study: UNHCR How big can we go?
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Case Study: UNHCR How big can we go?
Case Study: UNHCR Slow, steady
✳ Over 2500% increase in monthly ad spend from March to December, across 18 different vendors/strategies
✳ $2.35 ROAS ✳ Smart implementation (and stepping up
growth slowly) simultaneously grew and improved the program.
How to get the most out of display YOU MUST HAVE sophisticated tracking! ✳ Display conversions are view-through not
click-through. ✳ Consistent tracking, or ✳ …you're not going to be able to evaluate
display on any level. ✳ .
How to get the most out of display
✳ Focused, consistent messaging ✳ Run a significant amount of time (3 weeks-3
months) ✳ Achieve saturation (10-15 impressions per
audience members) (ISH) ✳ Have a focused audience and message.
✳ Prospects: advocacy ask ✳ Donors: monthly giving ask ✳ Etc.
Smart search
Smithsonian
Case Study: Smithsonian Search Sticking with it
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ROA
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Smithsonian Search Spend and ROI
Initial nervousness
Evaluation Period
Experimentation
Summer Shift
Breakeven
EOY
Case Study: Smithsonian Search Sticking with it
Case Study: Smithsonian Search Sticking with it
Case Study: Smithsonian Search
✳ $2.08 ROAS ✳ EOY 2014 to 2015 : doubled donations
Sticking with it
Try this in your search…
✳ Challenge conventional thinking ✳ Aim low? ✳ Change your case
Fuzzy n Cute
Sierra Club Adopt a Wild Animal
Case Study: Sierra Club Gift Giving Program
Sierra Club
✳ Search: dynamic & standard keywords; retargeting
✳ Facebook custom audiences: people who donated last year
✳ Facebook lookalike audiences: people like previous donors/purchasers
✳ Retargeting: AWA site visitors ✳ Facebook and Instagram; static and
carousel ✳ Really Cute Creative
Tactics
Case Study: Sierra Club
✳ $1.30 ROAS ✳ Increased revenue from ads by 341% compared
to 2014. ✳ Our lessons learned:
✳ Develop strong creative (cute animals = success!) ✳ Capitalize on dates & deadlines ✳ Spent ad budget around the biggest gift-giving days
from previous years ✳ Test and optimize:
✳ Carousel ads, exciting! But, meh. ✳ Static ads, meh! But, exciting!
✳ Facebook ads: Great! Instagram ads: Not great.
Gift Giving Program Results
•Formats: Link posts v Offers
•Audiences: Custom, Lookalike, Interest
•Creative: Gorilla v Runners
Freakin Sweet
Facebook Ads
Event Registration
costs $45
We tested ALL THE THINGS:
VS.
Results??
We. Killed.
It.
(not the gorillas)
✳ $33 CPA (cost per registration)
✳ Instant ROI+ ($1.21!!!)
✳ Plus additional donations ✳ Targeting Runners really
worked
What we learned
✳ Event Orgs (especially P2P), Facebook works for past attendees and new people.
✳ Facebook Offers are pretty neat! (Use a discount code for a store or a gift giving program).
We’re running Facebook ads to recruit new email supporters who get moved into a phone-based field program. What’s the impact of requiring phone numbers?
(A Two-Week Test)
Results & Takeaways:
Optional Required
Total Emails 260 222
Total Phone #s 82 221
% w/ Phone # 32% 100%
Email CPA $2.84 $3.32
Phone CPA $9.02 $3.34
The email recruitment drop-off was smaller than expected, for a much bigger return on the number of phone numbers acquired. (TBD if the required phone numbers will be of the same quality).
If you’re looking to do combined email/field or email/TM recruitment, requiring phone number doesn’t have to be scary! (But still test it, obvi.)
CRM Retargeting
Test
Two months Retargeting ads for half
of DM recipients
Multichannel matching gift
campaign
Results
Immediate return?
Eh
Test results? Eh
CRM Retargeting 9/1/14-12/31/14
Audience Size
# Gifts Revenue Revenue Per
Recipient
Control (no ads) 125,381 38,802 $1,315,926 $10.50 Test (ads) 125,533 38,665 $1,322,162 $10.53
We were unable to detect a statistically significant difference in revenue per recipient between the control segment (no ads) and test segment (ads).
NOTE: The service (AdRoll) isn’t able to match all the donors we gave them. They also don’t tell us exactly how many were matched. Very rough estimates seem like: • 20% of donors without email addresses • 50% of donors with email addresses.
What we learned
✳ This type of CRM retargeting – matching and blanketing the full direct mail file with digital display ads – didn’t work for THIS ORGANIZATION
✳ Can we use this tactic with other orgs/audiences? Maybe? ✳ Targeting previous online donors? ✳ Targeting the whole email file? ✳ Targeting recent joins?
Sample Budget For Going Big or Small
Channel Ad Budget*
Search $1,500-$15,000/month
Display for Acquisition $5,000-$100,000/month
Retargeting ~$500 per 100,000 visitors/month
Incentive Programs $10,000-$25,000 per campaign
Dedicated Emails $5,000-$25,000 per campaign
Facebook Ads $5,000-$30,000/month
Non-Profit Community Lead Gen $10,000-$100,000+ per campaign
Other/Experimental $10,000-$50,000/year
* Doesn’t include agency or ad serving fees, which range from 10-35% depending on creative, management, and reporting
Madeline Stanionis, M+R www.mrss.com | @mrcampaigns
Stephanie Lauf, PPFA
www.plannedparenthood.org | @ppaction