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3 Tips for Nonprofit Facebook Ad Campaigns

Facebook’s Ad platform is an incredible tool for nonprofits. With its advanced targeting features, you can get plenty of insight on segmenting and delivering relevant information to your nonprofit’s Facebook fans and potential supporters.

Is your Facebook Ad targeting strategy the best it can be? Consider these three targeting approaches when implementing your next Facebook advertising campaign:

1. Retargeting

From perusing your nonprofit’s Google Analytics account, you might be able to see that thousands of people a month are visiting your nonprofit’s website, but what if they aren’t visiting the pages you want them to? How can you direct them to those pages?

Retargeting is a method of tracking website visitors and displaying ads to them on other sites and platforms, so they come back to specific pages on your nonprofit’s website. This will help increase website conversions – donors, petition signers and email supporters.

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Third-party tools like AdRoll make it easy to set up Facebook Ads to retarget your nonprofit’s website visitors. By placing a piece of tracking code on your organization’s site, AdRoll creates a list of people who visit your site via “cookies” in their browser and retargets them in their Facebook newsfeed.

Like on-platform ads, retargeting works best if you segment your site’s visitors – for example, people who looked at your nonprofit’s video page vs. its mission page – and tailor the ads accordingly.

2. Custom Audience

Facebook’s “custom audience” tool allows advertisers to target a specific set of Facebook users that they have already started a relationship with outside of Facebook – through email addresses, phone numbers or app user IDs. By uploading this data to the Ads platform, Facebook is able to determine which users from this list are on Facebook and direct your nonprofit’s ads to them.

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Targeting supporters you have gained from other sources on Facebook helps create multiple touch points for your audience and increases the likelihood of converting subscribers into supporters.

3. Hyper-targeting

You may have noticed by now that there are multiple options (i.e. demographics, interests) for targeting on Facebook’s Ad platform. Something to keep in mind is to experiment with hyper-targeting – create smaller target groups that have specific characteristics relevant to your audience. For example, you may target your email list subscribers (via the “custom audience tool”) who are also fans of your nonprofit’s Facebook page and live in a specific geographic location.

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While the audience size may be significantly smaller and may result in a slightly higher cost per click, this hyper-targeted audience is most likely made up of people who you want to be viewing your ads, and who have a much higher chance of becoming all-star supporters on multiple channels. Don’t be afraid to saturate this market – you will most likely see higher conversion rates than average.

Questions about how to run nonprofit Facebook ad campaigns? Send us a note at connect [at] mediacause [dot] org and get in touch via Twitter @mediacause.



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