Do you ever feel like messaging decisions are made in a vacuum at your organization? Some simple testing can make the difference in connecting with your target audience. Learn from Marcia Silva how the Second Harvest Food Bank leveraged a small budget on Facebook Ads to test branding elements, as well as how the data helped them tighten their 2015 childhood hunger messages and improve campaign results.

1. WWFD –
What Would Facebook Do:
Using Facebook Ads to Test Your Messages

2. Today’s Menu
• Review past childhood hunger campaigns
• Share testing set-up and results
• Big reveal: Spring 2015 campaign

3. 2012:
2011:

4. 2013:

5. 2014:

8. What To Test

9. Tagline Testing Set-Up
• Budget: $160.00
• Bid: Optimized CPM
• Period: Dec. 3-Dec. 5
• Target:
– Mountain View
– Men and Women Ages 18-55

11. WFD – What Facebook Did
1,291
6,350
15,521
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Hunger is a bully. "Hunger holds me back." Hunger hurts.
Reach

12. WFD – What Facebook Did
5
22
76
14
32
106
0
20
40
60
80
100
120
Hunger is a bully. "Hunger holds me back." Hunger hurts.
Website Clicks Total Actions

13. WFD – What Facebook Did
$2.17
$1.86
$1.42
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
Hunger is a bully. "Hunger holds me back." Hunger hurts.
Cost Per Website Click

14. WINNING TAGLINE!

15. Image Testing Set-Up
• Budget: $60.00
• Bid: Optimized CPM
• Period: Jan. 28-Jan. 29
• Target:
– Mountain View
– Women Ages 25-54 (demo represents 45%
of our Facebook fans)

17. WFD – What Facebook Did
548
743
3,435
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Boy Baby Girl
Reach

18. WFD – What Facebook Did
0 0
14
3
6
33
0
5
10
15
20
25
30
35
Boy Baby Girl
Website Clicks Total Actions

19. WFD – What Facebook Did
N/A N/A
$4.29
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
Boy Baby Girl
Cost Per Website Click

20. WINNING IMAGE!

21. 2015:

22. Mind Your Testing
• Take the time to test
• Remember who your target audience is
• Test very different elements
• Trust Facebook’s algorithm…or not

23. Keep Testing & Sharing Results!

24. Thanks and K.I.T.!
Twitter: @marciaesilva