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12 Sessions May 17 – June 30, 2022. See registration page for session times in your time zone. Presentation content will be recorded.
Learning approach:
- 8 of 12 sessions will be presentations focused on case studies from real organizing groups using ads effectively, with participant breakouts for small-group discussion and application
- The other 4 sessions are instructor-led small group feedback sessions to refine participant ad campaigns
- Each small group session has a preparatory assignment that will advance your organization’s ad approach and will receive 1:1 feedback from an instructor
Session 1 – Introduction & grounding digital ads in organizing strategy
- Where do online ads fit into issue, community, union and electoral organizing?
- What ad channels make the most sense for what we want to accomplish?
- What tells me an ad is successful?
Session 2 – Ad calls-to-action that drive offline action
- What real actions that build power can ads actually drive?
- How do I make an effective landing page and a follow-up flow for my campaign?
- Topics include: Landing pages; lead generation; events; donations; petitions; lead follow-up via Messenger, broadcast and peer-to-peer text; and more
- Discussion and review of last session’s assignment
Session 3 – Small group review session 1 – strategy, landing pages, and call-to-action
Each participant will create an ad campaign strategy outline, landing page, and call-to-action in advance of the session. Instructors will review in advance and walk through examples and feedback in small group critiques, providing suggestions to the participants to maximize the effectiveness of the landing page and follow-up from the ad campaign.
Sessions 4 & 5 – Facebook & Instagram ads setup via Facebook Business Manager
- How can I set up my organization’s online presence to get the most out of ads on Facebook and Instagram?
- How to navigate the recent restrictions on political and social issues ads?
- Additional topics include: Facebook Pixel; Facebook Business Manager; getting approved for issue & political ads
- Assignments will be made and discussed in each session
Session 6 – Small group review session 2 – Facebook or Instagram ad campaign setup
Each participant will create ad visuals, text, and targeting for a campaign run via Facebook Ad Manager to Facebook or Instagram in advance of the session. Instructors will review in advance and walk through examples and feedback in small group critiques, offering suggestions to improve the targeting and creative of the campaigns.
Session 7 – Targeting, images, video, copy, and testing
- How to create images, videos, headlines, and copy that grab attention and drive action?
- How to measure impact and what are “above” and “below” average results
- How to set up and target an ad effectively, especially for specific legislative districts, hard-to-reach populations, or particular groups of workers?
- Additional topics include: campaigns and ad sets: campaign objectives; targeting based on interests, demographics, work, etc; custom audiences (including value-based lists); lookalike audiences
Session 8 – The “other” social platforms
- When should I consider other social channels (e.g., Snapchat, Twitter, LinkedIn, Tiktok)?
- What differences are there compared to how I run ads on the Google or Facebook platforms?
- Discussion and review of last session’s assignment
Session 9 – Review campaign before launch
Session 10 – Finding and activating leads
- How can I use online ads for lead generation in worker and community organizing?
- How do these tools connect to other messaging, community-building, and outreach tools I have?
- How can online ads and online conversations drive to home visits, phone calls, or workers coming to my events (including COVID alternatives to traditional union organizing approaches)?
Session 11 – Testing and optimization
- How do I test and improve ad campaigns?
- How do I troubleshoot when a campaign isn’t performing well?
- How do I track what’s really working?
- Message testing approaches and metrics appropriate for even small and medium ad campaigns
- Discussion and review of last session’s assignment
Session 12 – Small group review session 4
After launching one of the campaigns previously reviewed with the instructor, participants will complete an assignment reviewing results. Instructors will review in advance and walk through examples and feedback in small group critiques, suggesting potential changes to the campaign based on the metrics from the first round.