By Lee Strike
Lee Strike from Young Campaigns presented on Facebook Advertising as part of the ‘Upping Your Digital Game’ workshop at Progress 2019, Australia’s largest social change conference. This post includes snippets from Lee’s presentation – the full slides are available for download from the box at the bottom of this page.
- Process: Think, Do Analyse, Record, Repeat
- Case Study 1 – Young Votes
- Case Study – Marriage equality
- Social Strategy Checklist
- Social Planning Checklist
Top Tips from Lee’s Presentation
BEFORE YOU START Ask yourself do you really want to do this?
Facebook Advertising doesn’t work for every organisation. Please consider campaign impact in the real world before you commit to the method.
FACEBOOK ISN’T A FAIR PLAYER The bigger your following and fans are the more Facebook will prioritise you.
This also has to do with secondary factors like brand awareness. Hot tip? For example, lead acquisition Facebook advertising for Marriage Equality was optimised to $0.67 a lead.
TEST TEST TEST Always create multiple and distinct tests.
You’ll always be surprised on what you think works and what actually does works.
- Hot tip 1: Having an argument about which message works best for your campaign? Run a social campaign to test all of the messages against the same image and see what works best.
- Hot tip 2: Tweaking messages usually has the greatest impact on conversion rates rather than creative.
THERE IS NO ONE SIZE FITS ALL There is no secret recipe to what works and what doesn’t work.
There are no benchmarks other than your own testing and campaigns.
- Hot paid Facebook tip: If you’re going by a ‘what’s worth it’ generally and take this very loosely that $1 – $2 a click is about average for a social campaign and $5 – $10 for a lead acquisition.
See PDF link below for full presentation. Also see Lee Strike’s Guide to Facebook Advertising.