Facebook ads
Refugee Action, August 2018
Glyn Thomas
Email: glyn@glyn-thomas.co.uk
Twitter: @glynmthomas
What I'll talk through
2. Overview of work with War on Want and Liberty
3. Results of work with War on Want and Liberty
1. Strategic approach to Facebook ads including timescales
4. Rates and ways of working
My experience
- Been running Facebook ads since 2012
- Keep on top of (frequent) changes to Facebook ads
- War on Want, Liberty
- Book Aid International, Global Justice Now, RightsInfo
- Have also run Facebook ads training in London and Dublin with Amelia Showalter (Obama 2012 campaign)
Strategic approach
Organisations want
three things all at once
Lots of leads
Low cost
As fast as
possible
Lots of leads
High cost
Fast
Low volume
Low cost
Fast
Lots of leads
Low cost
Take time
to optimize
Why?
Because of the way
Facebook works
- There are things that are out of our control
- Who else is trying to reach the same people
Auction: bid to get
ads seen
Bid for what a click or a sign up is worth
If we are looking for sign ups at around £1.50
Or clicks at around £0.40
What if other companies or organisations want to reach the same audiences and are bidding more? Our ads will get seen by a lot fewer people.
That's where the time comes in - if we want a stable
CPL and CPA.
ABC Strategy
Audience
Bid
Content
ABCDE Strategy
Audience
Bid
Content
Data
Escalate
ABCDE Strategy
Audience - who do we want to reach?
Bid - what's the budget?
Content - what will persuade them to click?
Data - analyse results
Escalate - scale up what's working best
Audience
Target people who like relevant organisations
Lookalike audiences
Judicious use of Pixel to retarget people who clicked but didn't convert
People who like Refugee Action Facebook page
Bid
Use per click or per sign up as the charging basis
Start low eg. £0.20 per click
Wait 5-7 days
Then increase by £0.05
Wait 5-7 days
Repeat until we reach the optimum cost/volume ratio
Content
Campaign actions with a focus on people signing up to email list
Direct to donate asks focus on people who like the Refugee Action Facebook page, or have visited the donation page but not converted (if there's a strong proposition)
Usually organisation provides content and then I make suggestions to ensure it works best for Facebook ads
Data
Look at ad performance
Separate ad set for each audience
Engaging Networks tracking links - unique link for each ad
Reach
Clicks
Page Views
Sign ups
Opt ins
Escalate
See the performance all the way through after sign up and during the email journey
Focus on the audiences that have worked best, and increase the budget behind those
But all the time still looking for quality leads, not just quantity
A lot of agencies go for upfront sign ups and wash their hands of the long term performance of the leads
Dynamic audiences
Build a dynamic lookalike audience
Whenever someone signs up from a Facebook ad they can be added dynamically / automatically by Facebook to a custom audience
That custom audience can then be used to build a lookalike audience - which is constantly changing and adapting and improving based on every new sign up
Timescales
Daily/Weekly/Monthly budgets and targets
Quarterly budgets and targets
Annual budgets and targets
Case studies
War on Want
Liberty
1. War on Want
2. Liberty
Specific campaign objective
5000 new sign ups to their email list
Sending people to a petition built in Engaging Networks
Audiences
Testing and optimisation
5 images
4 sets of copy
Tried all 20 combinations
Found that 1 combination worked best
Results
**Confidential**
War on Want
January - June 2018
4685 sign ups to email list
167 regular donors
CPA: £64
Cost per lead: £1.50
Projected 5 year income: £73,600
Total spend: £10,627
ROI: 592% / 5.92:1
ROI: 671% / 6.71:1
War on Want
Latest round of ads
470 sign ups in 2 weeks
Cost per lead: £1.47
Liberty
November 2017 - February 2018
5000 sign ups in 14 weeks
Cost per lead: £1.32
CPA: £49-£67
My rates
- £400 + VAT per day
- £200 + VAT per half day
- Facebook ads work is on average half a day per week
- Happy to spread that half day across the week
Thanks for listening!
glyn@glyn-thomas.co.uk
Refugee Action Facebook Ads
By Glyn Thomas
Refugee Action Facebook Ads
Refugee Action, August 2018
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