Presentation by Ben Matthews from Montfort.io to the NetSquared London meetup for the event "Essential digital marketing for charities". Sspeakers from digital agencies and charities gave a practical overview of the '3 As' of digital marketing: AdWords, Analytics and Advertising. SPEAKERS - Ben Matthews, social media and press consultant specialising in technology, media, government and charity sector at Montfort, an international digital marketing and social media agency, will talk about advertising for charities. - Matt Moorut, a NetSquared London co-organiser, will present on digital marketing and analytics.

1. A is for Advertising

2. B is for Background
Cost ConsPros
Cheap Increasingly competitive,
IG bad for conversions
Wide reach, wide range of
formats, analytics
Medium Limited creative
formats
Target events,
lookalikes of followers
Expensive Limited creative
formats
Target by job title,
employer, industry
Cheap Quality of
viewer is low
Amazing for video
engagement
Free (Grants)
Or Medium
Increasingly hostile,
needs resource
Free spend, matches
search intent

3. C is for Competitors
★ Facebook just released a new transparency tool called Ads Library (which is intended to expose shady
political ads), which just so happens to let you see all of the ads that your competitors are running:
www.facebook.com/ads/library/
★ As an example, here's all the ads that Oxfam is currently running:
https://www.facebook.com/ads/library/?active_status=all&ad_type=political_and_issue_ads&q=oxfam

4. D is for Dynamic Creative
★ Dynamic creative finds optimized ad creative combinations by taking multiple ad components (such as
images, videos, titles, descriptions and CTAs) and automatically generating combinations of these assets
across audiences.
★ The delivery system then optimizes for creative components that deliver efficient results for each
impression served.
★ Dynamic creative ads will work to serve your audience the most high-performing creative combinations.

5. E is for Expectations
★ Very difficult to get donations
directly from ads
★ Ads are not a magic bullet - need
strong brand, creative, website,
user experience
★ If in doubt, start small, see what
works, and increase once you
know what works

6. OPTIMAL FREQUENCY
1–2 per week is the sweet spot, but adapt for your objective.
CHECK IF ABOVE 3
Can mean that the audience is too small and you need to expand but
efficacy is weakened
F is for Frequency

7. G is for Google Grants
★ $10,000 in monthly adwords spend for eligible nonprofits
★ Equivalent to $329 per day in free advertising
★ Sign up at www.google.com/nonprofits

8. H is for Help
★ Google Digital Garage: https://learndigital.withgoogle.com/digitalgarage/
★ Facebook Blueprint: https://www.facebook.com/business/learn
★ Digital Charities Slack: https://digitalcharities.org/
★ Jon Loomer: https://www.jonloomer.com/quick-video-tutorials/

9. I is for Insight
https://www.facebook.com/ads/audience-insights

10. J is for Jokes
Source: https://imgur.com/gallery/R3bPK

11. K is for KPIs
★ Measuring website traffic: If your main advertising goal is to drive traffic to
your website, try focusing on increasing your clicks & click through rate (CTR).
★ Measuring conversions: To measure your results, you'll need to make sure
that you're measuring conversions.
★ Measuring return on investment; If you're using AdWords to increase
conversions such as sales, you'll want to measure your ROI - the ratio of your
profit to your costs.
★ Measuring return on ad spend: How much revenue you're generating for each
pound spent on your campaigns.

12. L is for Lookalikes
★ A Lookalike Audience is a way to reach new people who are likely to be interested in your business
because they're similar to your best existing customers.
★ Can be email addresses, phone numbers, visitors to your websites, donors, video viewers, page
engagements - the list goes on...
★ Try the broader the better: 1% (closest), 5% (medium), 10% (broadest)

13. M is for Measurement
To calculate the returns generated from a Facebook lead generation campaign,
you need to be able to answer the following questions:
1. How much did you spend on the campaign?
2. What was the Cost Per Lead through Facebook Ads?
3. What is the conversion rate from lead to donor?
4. What is the average lifetime value of a donor?
From there, you’ll be able to calculate the returns generated by the campaign:
1. $1000 spend on the campaign
2. $1 Cost Per Lead (1,000 leads generated)
3. 50% conversion from lead to donor (500 donors converted)
4. $100 average lifetime value of a donor
5. 500 X $100 = $50,000 generated
6. Return on Ad Spend = x50

14. N is for NetSquared

15. O is for Objectives
★ Make sure you only have one
objective for each ad campaign.
★ This make it easier for the
algorithms to optimise towards that
objective
★ Also makes it easier to calculate
ROI

16. P is for Pixel
★ A small piece of code that you add to your website to access some of Facebook’s advanced
advertising features.
★ Enables you to understand the actions people take on your site, and build custom audiences, optimize
the delivery of your ads and understand the impact of your campaigns in more depth.
★ By building retargetable audiences who have already shown intent, so you can reach them on
Facebook and Instagram across their devices, and deliver more relevant and effective campaigns.

17. Q is for Quality Score
Quality Score is Google's rating of the quality and relevance of both your keywords and ads.
Your Quality Score depends on multiple factors, including:
★ Your click-through rate (CTR).
★ The relevance of each keyword to its ad group.
★ Landing page quality and relevance.
★ The relevance of your ad text.
★ Your historical AdWords account performance.
For example, when more people who see your ad click it, that’s a strong indication to Google that your ads
are relevant and helpful to users.
Google rewards you with:
★ Higher ad rankings
★ Lower costs

18. R is for Reach
BUY FOR REACH, NOT FOR CLICKS
91% of people who buy your product won’t click on your ad.
TARGET BROADLY
The more people you target, the greater impact you’ll have.

19. S is for Stories
★ Newer formats
tend to do
better as less
competition
★ Create ads just
for Stories -
don’t use the
“Automatic
placement”
feature

20. ★ Test different platforms: Facebook vs Twitter vs Google
★ Test different target audiences: Men vs Women, Old vs Young, London vs rest of
UK, lookalikes vs interest targeting
★ Test different creatives: 6 different images using dynamic creative of Facebook
★ Test different copy: short vs long, different Calls To Action
★ Test different landing pages: short copy, long copy
T is for Test

21. U is for UTM
UTM is a tool that allows you to easily add
campaign parameters to URLs so you can
track in Google Analytics.
By adding campaign parameters to the
destination URLs you use in your ad
campaigns, you can collect information
about the overall efficacy of those
campaigns, and also understand where
the campaigns are more effective.
For example, your Summer Sale campaign
might be generating lots of revenue, but if
you're running the campaign in several
different social apps, you want to know
which of them is sending you the
customers who generate the most
revenue.
https://ga-dev-tools.appspot.com/campaign-url-builder/

22. SHORT AND POWERFUL
Incorporate brand early & consolidate your message to 15 seconds or less.
FRAME FOR MOBILE
Square & vertical ads work better on mobile and make more visual impact.
THE SOUND OF SILENCE
Use text & captions to make your message clear even with the sound off.
LESS IS MORE
Get more impact from fewer assets with better production values.
V is for Video

23. Direct link: www.wordstream.com
W is for Wordstream

24. ★ Is your marketing objective or business goal clear? If not, why?
★ Is your creative relevant to the audience used in the campaign?
★ Is there a call to action?
★ Does your call to action align with your marketing goals?
★ Does your brand present in the creative?
★ Does your creative make you Think, Feel or Act on anything?
★ Is your creative well-crafted and visually appealing?
X is for Excellence

25. Y is for YMMV
★ Your Mileage May Vary (YMMV)
★ Learn what works for you
★ Start small and grow as you
learn what works

26. Z is for Gen Z
Kantar Millward Brown, an ad agency, conducted a rather deep study into the
advertising preferences of three generations – Gen X (1960-79), Millennials (1980-
94), and Gen Z (1995-2010).
The study included Germany, China, and the U.S, tested the impact of 31 ads in 10
countries, and interviewed about 24 thousand consumers in 39 countries.
1. Gen Z is the generation least willing to tolerate any form of online
advertising.
2. Gen Z prefers video ads on their phones
3. Gen Z wants the option to skip ads and uses that option as much as possible
4. Gen Z “forgives” native advertising & endorsements from their “influencers.”
5. Marketing strategies for Gen Z consumers should avoid invasive ads and
instead opt for organic alternatives that seem natural.
Organic searches that result in native ads, with engaging descriptions that use

27. Thank You
Ben Matthews
www.montfort.io
ben@montfort.io
@benrmatthews