3. WHY FACEBOOK ADS?
o Easy to create
o Targeted to your audience
o Cheap
4. HOW WOULD A COLLEGE USE THEM?
o Event attendance: admissions,
current students and alumni
o Build your Facebook page
audience
o Build admissions inquiry and
application pools
o Solicit alumni gifts
o Can be stand alone...but are
better if they’re integrated
15. CREATE A “FACEBOOK ADS” ACCOUNT
o Employees should not use their personal
accounts for Facebook ads
o Get a new email address –
facebookads@college.edu
o Use your grandmother’s name
(assuming she doesn’t have a
Facebook account)
18. BEST PRACTICE
o Link: Use Google Analytics Campaign tracking
o Title: Include the school name
o Photo:
o Use faces (preferably of smiling cute girls)
o Add your school name to the photo
Photo Credit:
o Copy: What’s in it for your audience?
KaseyAnn on Flickr
29. BUT WE’RE NOT DONE YET...
Reasons for rejection:
o Grammar
o Excessive capitalization
o Inaccurate copy
o Deceptive offers
o Inappropriate or irrelevant images
o Symbols used in place of words.
http://www.facebook.com/ads/mistakes.php
31. FACEBOOK REPORTING
• Basic Metrics: Impressions, clicks, clickthrough
rate, total dollars spent.
• Demographics of responders: Gender, age,
region and country.
• Responder profiles: The types of users who click
on your ads, based on the interests they have
listed in their profile.
38. YOUR HOMEWORK
Create a Facebook accounts specifically for
ads.
Start incorporating ads into print and email
marketing campaigns.
Always use an image in your ad and target to
a
specific audience.
Test, test, test!
Integrate Facebook ads with Google Analytics
for more in-depth conversion tracking.
