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#3: Wisely Invest Your Money<\/b><\/h2>\n
Like any investment, Facebook advertising can be a stunning success — or a huge disappointment. \u00a0There are many ways to customize how your money is spent in the ads. \u00a0How you spend should be determined with your objective in mind.<\/p>\n
Does your budget require only spending a maximum amount per engagement? \u00a0Do you really need to reach audiences on Instagram as well as Facebook? Is your Facebook audience primarily desktop or mobile?<\/p>\n
Throughout our advertising campaigns, we\u2019ve found that our audiences respond best via Desktop or Mobile News Feed — but that doesn\u2019t mean your audience will, too. \u00a0Looking at your current Audience Insights can determine a lot about the wisest course of action for your ads.<\/p>\n
Important: the wisest course of action may not require crafting a brand new post. \u00a0Sometimes, the most effective advertising comes from putting more money towards previously boosted posts that had high engagement, or towards posts that are currently performing very well organically. \u00a0This still depends a lot upon your ultimate goal, but evaluating where, and on which posts, your audience already engages with you can provide major insights into how your money will be most effective.<\/p>\n
#4: Evaluate. Evaluate. Evaluate.<\/b><\/h2>\n
We track every boosted post, in terms of how much we have spent, how our audiences engaged with that post, and how that post helped us toward our target goals. \u00a0With each new ad, we learn more about our audience — how they engage, the topics they prefer, and what is most effective for converting them into long-term supporters. \u00a0We also take the time to review our Lookalike Audiences, ensuring that they are up-to-date with our current member database and ascertaining whether one type of lookalike is better than another for specific goals.<\/p>\n
Facebook advertising provides multiple ways to evaluate posts and audiences, and each new advertising campaign is the an opportunity to refine our techniques. \u00a0We also utilize these statistics to inform our future offerings and content. \u00a0Does our audience respond well to our sliders or more original content? \u00a0Do they prefer certain topics over others? \u00a0Do they like specific types of art history mashups more than others?<\/p>\n
Every post is an opportunity to evaluate and learn. \u00a0\u00a0And this constant reflection is our best method for determining how we can be more successful — in terms of relevance and engagement — in the future.<\/p>\n
We Can Help Market Your Museum with Our Audience Development Agency<\/b><\/h2>\n
We absolutely love the opportunities that Facebook advertising presents for museum audiences. \u00a0In fact, we find it so effective that we\u2019re now working to help museums and cultural institutions utilize Facebook advertising to engage new audiences with exhibits, programs, and events.<\/p>\n
We help tailor these ads to reach target audiences, utilizing what museums already know about their members — and the populations they want to reach — to craft customized targeting. \u00a0We also test these custom targets, as well as ad language and images, to see which messages resonate where, further helping to refine and target Facebook ads.<\/p>\n
At the end of the advertising campaign, we produce and deliver a report on the effectiveness of Facebook advertising to meet institutional goals and our suggestions for future marketing efforts.<\/p>\n
Interested? Learn mor<\/a>e about our museum consulting work or email us<\/a> to find out how we can help your institution design effective Facebook advertising campaigns.<\/em><\/p>\n","protected":false},"featured_media":19801,"template":"","acf":[],"yoast_head":"\n