IF THEY LIKE YOU, THEY WILL COME: FACEBOOK ADS FOR YOUR LIBRARY - PowerPoint PPT Presentation

IF THEY LIKE YOU, THEY WILL COME: FACEBOOK ADS FOR YOUR LIBRARY Allison Moonitz, Assistant Director Kurt Hadeler, Director Mahwah Public Library

WHO ARE WE?

WHAT’S SO SPECIAL ABOUT SOCIAL NETWORKING ANYWAY?

WHERE DO WE FIT IN?

HAVE A PLAN. THEN ADAPT.

OUR GUIDELINES • Present the Library as a warm/open/friendly destination • Post about what our patrons are likely to be interested in • Information must be timely, relevant and accurate • Respect our patrons’ privacy • Staff are empowered – they have both responsibility and authority

STAFF BUY-IN

NOW SHOW ME THE MONEY

JUMPING IN

AD CAMPAIGN OR BOOSTED POST? BOOSTED POST • Boost any post you create • Fast/easy • FB decides who sees boosted post • Minimal settings • Fewer options to target ideal audience

AD CAMPAIGN OR BOOSTED POST? FORMAL AD • Ads developed independently from posts • Multiple ads can be one ad set • Ad sets = granular budget, audience, etc • More effective???

THE NEW CAMPAIGN STRUCTURE

CAMPAIGN: DEFINE YOUR OBJECTIVE

CAMPAIGN: DEFINE YOUR OBJECTIVE

TARGETING YOUR IDEAL AUDIENCE

BIDDING MODELS Cost Per Click Click Through Rate Cost Per Mille

IT’S DEMO TIME!

BOOST A POST STEP 1 – PICK A POST

BOOST A POST STEP 2 – PICK YOUR VARIABLES

WELCOME DASHBOARD

START CREATING AN AD

CHOOSE YOUR OBJECTIVE

CREATE YOUR AD – TOP PORTION

CREATE YOUR AD – TEXT AND LINKS PORTION

CREATE YOUR AD – AUDIENCE PORTION

CREATE YOUR AD - FINISHING UP

REPORTING

STATISTICS

FINDINGS

FINDINGS

EXPERIENCES

BUT DOES IT WORK?

BUT DOES IT WORK?

OBSERVATIONS

TIMING & BUDGET

CONTENT

EXPERIMENT

Q&A CONTACT US Allison Moonitz, Assistant Director 201-529-7323 x225 amoonitz@mahwahlibrary.org Kurt Hadeler, Director 201-529-7323 x221 khadeler@mahwahlibrary.org