PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
Paid promotions on facebook, twitter & you tube
description
Transcript of Paid promotions on facebook, twitter & you tube
How to do paid promotions on Facebook, Twitter and YouTube
Jeff AchenGiveMN Digital Strategist
Agenda
• Why to do paid promotions?
• When?• Facebook• Twitter• YouTube
Why do paid promotions?
• Facebook newsfeed has changed
• Exponential reach beyond the followers you currently have
• Petri dish: Paid campaigns help you test & measure engagement/reach
• A/B testing of your message(s) – what works, what doesn’t
• Unlike major media spends, it can be an extremely affordable form of advertising with tangible metrics
“Every publisher on the planet from CNN to Buzzfeed to the New York Times is producing
content they hope readers will find and share through the
Facebook News Feed.” – Business Insider
“Two years ago, no one really got their news from Facebook. Now, they do.” – Business
Insider
What should you measure?
Key metric: REACH
Key metric: CLICKS
Key metric: DONATIONS
Results of GlobalGivingpaid posts on Facebook
When to do paid advertising?
• Paying to promote your posts on a day to day basis would be costly
• Pay to promote special events, high engagement posts (videos, raffles, volunteer sign up, specific fundraising campaigns), and disaster response
• Pay to promote posts if you want to test messaging and engagement
• Pay to promote posts if you don’t have many fans and want to reach new audiences based on their interests
Results of GiveMNpaid posts on Facebook
$75M Milestone Giving Card giveaway
$75M Milestone Infographic
Fathers Day Giving Card givaway
Pet photo contest
Today is GTMD w/ Video PSA
Tomorrow is GTMD w/ Video PSA
Website crash post on GTMD
Average Post Engagement
5000 15000 25000 35000 45000 55000 65000 75000 85000$75M
Milestone Giving
Card give-away
$75M Milestone
Info-graphic
Fathers Day Giving Card giv-
away
Pet photo contest
Today is GTMD w/ Video PSA
Tomorrow is GTMD w/ Video
PSA
Website crash post on GTMD
Average Post En-
gagement
Sum of Views
1350 7328 4500 8730 76309 1062 13944 751
Sum of Clicks
80 270 126 1544 321 8 1991 99
GiveMN Paid/Unpaid Comparison
Promoted Postson Facebook
Step 1: Create the perfect post!
• No typos!• A/B test your message
– Did you know…– Over 40,000 people...– You can help Sarah today…
• Visual appeal (photos, videos or infographics)
• Have a strong call to action– Link to your GiveMN page
• A/B test the call to action – Learn more– Support Us– Donate Now– Register today
Promoted Postson Facebook
Step 2: Click “Boost Post.” Choose the audience you are hoping to reach.
• People who like your page & their friends– Many of your fans might not be seeing your
posts regularly. This increases the likelihood they will see a promoted post.
– Your followers network of Facebook friends could include people in your geographic area, people with common values and interests.
• People you choose through targeting– Targeting allows you to choose demographics of
people on Facebook who will see your promoted post. Target by:• Cites• States• Country• Age• Gender• Interests
Promoted Postson Facebook
Step 3: Set your budget.
Step 4: Select “more options”• Duration (1-7days)• Payment method
Measure your results
Results of GiveMNpaid tweets on Twitter
$60.00
$200.00
$25.00
$0.00
#GTM
DAv
erag
e Tw
eet
2500 7500 12500 17500 22500#12DaysofGivingCards $60.00 #GTMD $200.00 #ValentineGiving $25.00 Average Tweet $0.00
Sum of Views 7087 19700 4999 1000
Sum of Clicks 69 219 37 24
Count of ReTweets 1 NaN 1 1
Count of Replies 1 NaN 1 1
Count of Follows 1 NaN 1 1
ROI Analysis on Twitter
Crafting great promoted tweets
• Keep it to 120 characters or less, allow room for ReTweets• Include a call to action:
– Donate– Learn more– Volunteer– Sign up
• Use shortened URLs if necessary• Include photos or videos• Use Hashtags wisely• Promote more than one tweet (A/B test)
Promoted Tweets
Step 1: Visit http://www.ads.twitter.com and login with your Twitter login
Step 2: Click “Create a New Campaign”
Step 3: Choose a promotion:•Promote a tweet(s)•Promote your twitter account
Step 4: Name your campaign
Step 5: Choose a start and end date/time
Step 6: Choose the type of targeting:• Keywords• Interests & Followers• Television market• Tailored audiences
Step 7: Add interest categories for your audience
Step 8: Set your location(s)
Step 9: Select the platforms on which you wish your tweet(s) to be visible.
Step 10: You can limit targeting by gender
Step 11: Select the tweets you wish to promote or create new ones• “Automatically
promote” is a good option if you’re not sure which of your tweets will catch on. This option will select the most engaging and recent tweets and boost them even more.
Step 12: Set your overall budget for the campaign
Step 13: Set your daily maximum, which will affect the pace of your promotion.
Step 14: Enter your “spend per engagement.”Each time your Promoted Tweet or Promoted Account is eligible to appear, an auction takes place between your ad and all other eligible ads. Your bid is one of the factors that determines whether your ad is displayed.
Results of GiveMNYouTube Pre-roll Ads
GTMD PSA w/ Janelle & Glenn 0
GTMD PSA w/ Janelle & Glenn 300
GTMD PSA w/ Jeff Locke 0
GTMD PSA w/ Jeff Locke 300
0 500 1000 1500 2000 2500
730
1921
519
1963
3
122
3
118
Sum of Views Sum of Clicks
Picking the right YouTube video
• For paid video ads, 30 seconds or shorter is best
• The first 5 seconds is the most important• The video should include a call to action or
suggest an action to be taken• Video should be professional
Video ads on YouTube
Step 1: Visit http://adwords.google.com
Step 2: Create or sign in to your account.
Video ads on YouTube
Step 3: Click on “Campaigns” tab
Step 4: Click on “+ Campaign” to create a new campaign and select “online video”
Step 5: Give your campaign a title.
Step 6: Set a budget.
Step 7: Select a delivery method.
Step 8: Select your targeted location.
Step 9: Select the YouTube video you want to use.
Step 10: Select the Ad format•In-stream•In-display•In-search
Step 11: Choose your ad attributes•Headline & description•Thumbnail•Display URL & Ad name
Step 12: Select a start and end date for your campaign.
Step 13: You can also select the hours during the day when the ads will show.
Step 14: Optimize as desired.
Step 15: You can also cap impressions.(Frequency capping for TrueView video ad formats limits the number of times your ads appear on the Google Display Network or YouTube Videos to a unique user.)
Step 16: Create “Targeting group(s)”
Gender/AgeTopicInterest
Step 17: Add search keywords.
Video ads on YouTube
Make sure you’ve added payment information!
Fail – Succeed – Measure
Review your campaigns and measure
Key metric: REACH
Key metric: CLICKS
Key metric: DONATIONS
Thanks for attending!
Questions?
Our next webinar: “What Minnesota nonprofits can learn from Travail’s Kickstarter Success” on Thursday, March 27 @ 11 a.m.
Look for the registration link on facebook.com/givemn
All GiveMN webinars are archived on the GiveMN Blog http://blog.givemn.org/give_mn_blog/webinars/