LAURA NATHAN-GARNER PUBLIC EDUCATION OFFICE JANUARY 24, 2012 Mastering Facebook Ads
May 19, 2015
LAURA NATHAN-GARNER PUBLIC EDUCATION OFFICE JANUARY 24, 2012
Mastering Facebook Ads
www.mdanderson.org/focused
Facebook Ads: What’s in It for Us
• An opportunity to expand our Facebook audience
• Helps us stay competitive in the rapidly growing health space on Facebook
Quick Stats
• Ran first ad campaign in Sept. 2010
• 12 ad campaigns completed to date
• 2 ad campaigns currently in progress
• 1,995 new fans from ads to date
The True Cost
• $1,999 spent on ads to date ($415 in FY12)
• Average cost of fan to date: $1
• Average cost of fan in FY11: $1.05
• Average cost of fan since Oct. 2011: $0.81
The True Value
To put this in perspective, a Dec. 2011 survey shows:
Set-Up
Step 1: Choose the Destination
Step 2: Choose Our Text and Photo
Step 3: Pick Our Target Audience
Step 4: Define a Budget and Schedule
Step 5: Start Monitoring the Ads
Secrets (and Struggles) of Our Success
Facebook Ad Success: Our Definition
• When more than half of people who click on the ad end up clicking ‘like’ on our Facebook page
• When the average cost per ‘like’ is less than $1.20
Whom Do We Target?
• Women ages 35-58 living within 50 miles of Houston
• People whose friends are fans of our page
• People who are also fans of MD Anderson’s other pages, ACS, Livestrong, survivorship groups, and other relevant pages
Photos are Important
The most effective photos:– are bright and attention-grabbing– are tied to seasonal or current events– include text related to the targeted
demographic or event
Our Most Successful Ad to Date
• Entire campaign cost $158.18 • Resulted in 307 clicks, which converted
to 250 new ‘likes’• Average cost per click: $0.52• Average cost per ‘like’: $0.63
We Monitor Our Ads Daily
What We Post on Our Facebook Page Also Matters
New Year’s resolution-themed ad:
New Year’s resolution-themed posts:
What’s Your Story?