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?