If a picture is worth a thousand words, then how about a video of factory farm cruelty? Video is one of the most powerful tools that animal advocates have for persuading the public to go vegan. If you’re short on time but have a little money and a tiny bit of computer savvy, Facebook ads are a quick and cost-effective way of bringing videos and vegan resources to thousands of people. For as little as $1 per day, you can make sure that thousands of people see powerful video of farm animal abuse and have direct access to vegan resources. So skip the daily Starbucks and put a dollar or two per day into Facebook ads — the animals will thank you!
Step 1. Set up your ad
Sign into Facebook, then visit the Facebook Ad Creation Page. Enter the URL of the website you want to promote (we encourage you to promote a webpage with video playing automatically, like this one). Then enter the title, text, and image you want your ad to display. You want to catch the attention of people who are not already vegetarian. Think creatively. For example, you might use a picture of an abused dog or cat and write “Fight animal cruelty: Animals are suffering with no laws to protect them, but you can make a difference — and it’s free! Click to take action now.” Or, you might use a picture of a vegetarian celebrity like the musician Avril Lavigne and write “Avril says no to cruelty: Click here to see the shocking reality of modern farms, the reason Avril Lavigne leaves meat off her plate.” And, hey, we’re here to help! If you have any questions or want advice, email us at firstname.lastname@example.org.
Step 2. Pick your audience
Who do you want the ad to be seen by? Your audience should correspond to the text and picture you’ve chosen. For example, if you used the abused animal picture, then in the “Precise Interests” category enter terms like dogs, cats, puppies, kittens, ASPCA, Animal Planet, etc. If you were using the Avril Lavigne ad, you would simply enter her name as an interest. In the age category, try focusing on teenagers. Not only are they more likely to go vegan than adults, they are significantly cheaper to advertise to. Lastly, on the right side of the page you’ll see the “Estimated Reach” of your ad. Your ad should have a reach of at least 500,000 people, and the more the better.
Step 3. Lay your money down, then watch it work
Enter the amount you want to spend on your ad. In the “Pricing” category, choose “Set a Different Bid” (this is very important). Keep the “Pay for Clicks” button checked, and enter the lowest suggested bid. The bid is the most you are willing to pay each time someone clicks on your ad and visits the website you have directed them to. Your bid should be about $0.25 or less. If the lowest suggested bid is higher than that, try making your target audience larger, setting their age to 18 and under, or, if need be, try using a different ad altogether. Once you start running ads, an “Ads” tab will appear on the left column of your Facebook home page for easy access to your ad manager. Check in on your ad — if it’s not doing well, you may need to change the bid, change the text or picture, or switch to a new ad. For best results, set up several ads and let them battle one another to see which works best.
If you decide to run Facebook ads, please click through to page two for some very important additional advice by using the numbered boxes at the bottom of the page.