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Practical methods to maximize
your student lead flow
using Facebook and Instagram
Our HEM Presenters today
Amélie Chayer
Social Media Specialist
Higher Education Marketing
Philippe Taza
CEO
Higher Education Marketing
Goals for today’s presentation
What lead generation campaigns are
How lead campaigns benefit your student recruitment process
How to create lead campaigns in Facebook and Instagram to build a
consistent lead flow
Key settings and tips to apply to your campaigns to increase the chance
for enrolment success
➜
➜
➜
➜
Poll #1
Does your school currently
leverage Facebook & Instagram
campaigns for lead generation?
NO
YES UNSURE
HIGHER-EDUCATION-MARKETING.COM
5
Understanding the current
landscape
Apple’s iOS updates impact tracking behaviour
People give iOS
apps permission
to track their
behavior just
25% of the time!
https://www.bloomberg.com/news/articles/
2021-07-14/facebook-fb-advertisers-impacte
d-by-apple-aapl-privacy-ios-14-changes
iOS 14 Update
September 16, 2020
of internet users
worldwide have used
a VPN service in 2022
https://dataprot.net/statistics/vpn-statistics/
Data privacy & tracking issues
31%
If you have visitors from inside the
European Union, the EU Cookie Law
(ePrivacy Directive) requires you to only
use cookies and trackers on your
website if EU visitors have given their
explicit consent for you to do so.
EU Cookie Law
of VPN users feel that they
lack control over their
personal information in 2022
https://dataprot.net/statistics/vpn-statistics/
43%
A shift from Website Pages to Instant Forms
Instant forms arrived in 2019!
Insert image of
web page
Website and
Landing pages
Instant Form
HIGHER-EDUCATION-MARKETING.COM
9
Lead Generation
Campaigns
Web Conversions vs. Instant Forms
Lead Generation Process
Form CRM
Website Conversions & Instant Forms
A) Website Program Pages
14 different
button options
B) Landing Pages
Landing Page
The only
available option
is to fill out the
form
HIGHER-EDUCATION-MARKETING.COM
14
What are Instant Forms?
What is an Instant Form?
Instant Form is the form
used in a lead ad to obtain
information from the people
you reach via your ads such
as:
▪ Name
▪ Email address
▪ Phone number
and more
Why it works so well
You can get very
specific with your
prefill questions.
Specific Prefill Questions
Why it works so well
You can also
include custom
questions such as
campus, program,
start date, etc.
Custom Questions
Why it works so well
If you can change
the names of each
field in the form
settings to match
how they are set up
in your CRM.
Custom Field Names
Why it works so well
You can add the
tracking
parameters you
need for successful
tracking in your
CRM
Tracking Parameters
Why it works so well
In a matter of a few clicks,
and without leaving the
Facebook or Instagram
platform, prospects easily
submit their contact
information
Fastest and easiest way
to submit your contact
information
Facebook and Instagram users are redirected to
the website page of your choice once they have
filled out the form!
HIGHER-EDUCATION-MARKETING.COM
21
Website/Landing Page
vs.
Instant Form
campaigns results
Example A
Website or Landing pages
Instant Form
Instant form
Example B
Website or Landing pages
Instant Forms are becoming increasingly popular
as a recruitment tool
There has been a shift away
from Website and Landing page
campaigns to Instant form
campaigns
Use Instant forms to leverage
your positioning with
Facebook’s algorithm and
better compete in a saturated
landscape
HIGHER-EDUCATION-MARKETING.COM
25
Key settings to apply to
your campaigns to
maximize lead flow
They are very efficient
Include automatic bids,
campaign level budget,
placements, and ad creative
Facebook prioritizes its
automatic settings over
manual optimizing
Setting your campaigns to
have the most automatic
settings will save you time and
energy
Campaign Set-up
Tip #1 Make use of FB's Automated Settings
Campaign Set-up
Tip #1 Make use of FB's Automated Settings
Select Campaign level
budget optimization
Setting A
Select “highest volume”
automatic bidding strategy
Setting B
Campaign Set-up
Tip #1 Make use of FB's Automated Settings
Choose “manual placements” and select
all placements except “Audience Network”
Setting C
The Key is to making the
most out of building
audiences is creativity!
Targeting
Tip #2 Create Different Audiences
Interest Audiences
Remarketing Audiences
Lookalike Audiences
Note: Due to privacy concerns, Facebook has been removing many different interests, in particular interests pertaining to common
vocational programs such as Community Support Worker. You’ll have to get creative!
Make sure to
use use the
“must include”
and “exclude”
feature to
narrow down
your audiences!
Targeting
Interest Audiences
Interests related to your
program
➜
Demographic-based
audiences
Interests related to job
seeking
➜
➜
Targeting
Interest Audiences
Interests related to your
program
Demographic-based
audiences
➜ ➜
Note: Make sure to EXCLUDE existing leads from
your Remarketing audiences!
Targeting
Remarketing Audiences
Website or landing page visitors
Student e-mail list
Facebook/Instagram Post
Engagements
Past Facebook event responses
➜
➜
➜
➜
Note: Make sure to EXCLUDE all Remarketing
audiences from your Lookalike audiences
Website & Landing Page Traffic
➜
Facebook Page Likes*
Current/Past Student List
Facebook/Instagram
Engagement
➜
➜
➜
Targeting
Lookalike Audiences
DON’T
Keep too many audiences active at the
same time
DO
Alternate your audiences if you see that
results start to dip
➔ Avoid ad fatigue
among your audience
➔ Your ad “Frequency”
should be under 5.
*Find the Frequency under
your customizable metrics
Targeting
Do’s & Don’ts
X
➔ Avoid audience
overlap
*Use the “Show Audience
Overlap” feature under the
“Audiences” Tool to calculate
the % of overlapping between
2 audiences
✔
Make sure to offer video options that have dynamic elements!
Ad Creatives
Tip #3 Add Stories & Reels to your Creatives
Stories and Reels are taking over
social media consumption
They take up the entire screen,
making them more immersive
They can be repurposed to be
used on your social media
profiles
➜
➜
➜
Many times, Facebook & Instagram Stories and Reels perform equally or better than Feed Ads!
Ad Creatives
Tip #3 Add Stories & Reels to your Creatives
Make sure to add sound to your videos!
Ad Creatives
Tip #4 Add Videos to your Creatives
Easily animate design templates with
Video ads help you stand out
among a saturated market!
No need for a videographer!
Simply animate your existing
designs
You can also use student/stock
videos as your background
image
➜
➜
➜
Ad Creatives
Tip #4 Add Videos to your Creatives
Many times, video ads perform better than still ads!
In fact, Facebook is now prioritizing videos over still images.
BONUS TIPS!
In Feed Ads, make sure creative is square, not horizontal
Avoid Ad fatigue - Change creative every 3 mo.
Create multiple text combinations for each ad using Facebook’s
standard enhancements feature
Keep your text short! Use FB’s recommended character limits
✔
Merge your Feed Ads and Story/Reel Ads under 1 adset
✔
✔
✔
✔
3 ways to collect leads: Website pages, Landing pages, Instant Forms
Lead campaigns are a great way to generate leads for your student recruitment
Key Takeaways
Current landscape makes it difficult for school advertisers to track effectively
Lead campaigns are a great way to generate leads for student recruitment
3 ways to collect leads: Website pages, Landing pages, and Instant Forms
Instant forms offer a quick and easy way for prospects to enter contact details
Optimizing your campaigns using our key tips will help maximize lead flow
➜
➜
➜
➜
➜
Practical methods to maximize your student lead flow using FB& Instagram.pdf
Next Steps
Take a moment to fill out our feedback form following the webinar
Request a Facebook/ Instagram Ads consultation
Register for HEM Academy’s Facebook and Instagram
Advertising Strategies for Education short-course -
Starts October 18th
Free Marketing Consultation
Scott Cross
North America Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Philippe Taza
CEO
514-312-3968 x 104
ptaza@higher-education-marketing.com
Lara Chuang
North America Client Representative
514-312-3968 x 115
lara@higher-education-marketing.com
Our Offer to You:
FREE Assessment of
Your School’s
Online Ads
CLAIM YOUR
FREE ASSESSMENT
Practical methods to maximize your student lead flow using FB& Instagram.pdf

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Practical methods to maximize your student lead flow using FB& Instagram.pdf

  • 1. Practical methods to maximize your student lead flow using Facebook and Instagram
  • 2. Our HEM Presenters today Amélie Chayer Social Media Specialist Higher Education Marketing Philippe Taza CEO Higher Education Marketing
  • 3. Goals for today’s presentation What lead generation campaigns are How lead campaigns benefit your student recruitment process How to create lead campaigns in Facebook and Instagram to build a consistent lead flow Key settings and tips to apply to your campaigns to increase the chance for enrolment success ➜ ➜ ➜ ➜
  • 4. Poll #1 Does your school currently leverage Facebook & Instagram campaigns for lead generation? NO YES UNSURE
  • 6. Apple’s iOS updates impact tracking behaviour People give iOS apps permission to track their behavior just 25% of the time! https://www.bloomberg.com/news/articles/ 2021-07-14/facebook-fb-advertisers-impacte d-by-apple-aapl-privacy-ios-14-changes iOS 14 Update September 16, 2020
  • 7. of internet users worldwide have used a VPN service in 2022 https://dataprot.net/statistics/vpn-statistics/ Data privacy & tracking issues 31% If you have visitors from inside the European Union, the EU Cookie Law (ePrivacy Directive) requires you to only use cookies and trackers on your website if EU visitors have given their explicit consent for you to do so. EU Cookie Law of VPN users feel that they lack control over their personal information in 2022 https://dataprot.net/statistics/vpn-statistics/ 43%
  • 8. A shift from Website Pages to Instant Forms Instant forms arrived in 2019! Insert image of web page Website and Landing pages Instant Form
  • 11. Website Conversions & Instant Forms
  • 12. A) Website Program Pages 14 different button options
  • 13. B) Landing Pages Landing Page The only available option is to fill out the form
  • 15. What is an Instant Form? Instant Form is the form used in a lead ad to obtain information from the people you reach via your ads such as: ▪ Name ▪ Email address ▪ Phone number and more
  • 16. Why it works so well You can get very specific with your prefill questions. Specific Prefill Questions
  • 17. Why it works so well You can also include custom questions such as campus, program, start date, etc. Custom Questions
  • 18. Why it works so well If you can change the names of each field in the form settings to match how they are set up in your CRM. Custom Field Names
  • 19. Why it works so well You can add the tracking parameters you need for successful tracking in your CRM Tracking Parameters
  • 20. Why it works so well In a matter of a few clicks, and without leaving the Facebook or Instagram platform, prospects easily submit their contact information Fastest and easiest way to submit your contact information Facebook and Instagram users are redirected to the website page of your choice once they have filled out the form!
  • 22. Example A Website or Landing pages Instant Form
  • 23. Instant form Example B Website or Landing pages
  • 24. Instant Forms are becoming increasingly popular as a recruitment tool There has been a shift away from Website and Landing page campaigns to Instant form campaigns Use Instant forms to leverage your positioning with Facebook’s algorithm and better compete in a saturated landscape
  • 25. HIGHER-EDUCATION-MARKETING.COM 25 Key settings to apply to your campaigns to maximize lead flow
  • 26. They are very efficient Include automatic bids, campaign level budget, placements, and ad creative Facebook prioritizes its automatic settings over manual optimizing Setting your campaigns to have the most automatic settings will save you time and energy Campaign Set-up Tip #1 Make use of FB's Automated Settings
  • 27. Campaign Set-up Tip #1 Make use of FB's Automated Settings Select Campaign level budget optimization Setting A Select “highest volume” automatic bidding strategy Setting B
  • 28. Campaign Set-up Tip #1 Make use of FB's Automated Settings Choose “manual placements” and select all placements except “Audience Network” Setting C
  • 29. The Key is to making the most out of building audiences is creativity! Targeting Tip #2 Create Different Audiences Interest Audiences Remarketing Audiences Lookalike Audiences
  • 30. Note: Due to privacy concerns, Facebook has been removing many different interests, in particular interests pertaining to common vocational programs such as Community Support Worker. You’ll have to get creative! Make sure to use use the “must include” and “exclude” feature to narrow down your audiences! Targeting Interest Audiences Interests related to your program ➜ Demographic-based audiences Interests related to job seeking ➜ ➜
  • 31. Targeting Interest Audiences Interests related to your program Demographic-based audiences ➜ ➜
  • 32. Note: Make sure to EXCLUDE existing leads from your Remarketing audiences! Targeting Remarketing Audiences Website or landing page visitors Student e-mail list Facebook/Instagram Post Engagements Past Facebook event responses ➜ ➜ ➜ ➜
  • 33. Note: Make sure to EXCLUDE all Remarketing audiences from your Lookalike audiences Website & Landing Page Traffic ➜ Facebook Page Likes* Current/Past Student List Facebook/Instagram Engagement ➜ ➜ ➜ Targeting Lookalike Audiences
  • 34. DON’T Keep too many audiences active at the same time DO Alternate your audiences if you see that results start to dip ➔ Avoid ad fatigue among your audience ➔ Your ad “Frequency” should be under 5. *Find the Frequency under your customizable metrics Targeting Do’s & Don’ts X ➔ Avoid audience overlap *Use the “Show Audience Overlap” feature under the “Audiences” Tool to calculate the % of overlapping between 2 audiences ✔
  • 35. Make sure to offer video options that have dynamic elements! Ad Creatives Tip #3 Add Stories & Reels to your Creatives Stories and Reels are taking over social media consumption They take up the entire screen, making them more immersive They can be repurposed to be used on your social media profiles ➜ ➜ ➜
  • 36. Many times, Facebook & Instagram Stories and Reels perform equally or better than Feed Ads! Ad Creatives Tip #3 Add Stories & Reels to your Creatives
  • 37. Make sure to add sound to your videos! Ad Creatives Tip #4 Add Videos to your Creatives Easily animate design templates with Video ads help you stand out among a saturated market! No need for a videographer! Simply animate your existing designs You can also use student/stock videos as your background image ➜ ➜ ➜
  • 38. Ad Creatives Tip #4 Add Videos to your Creatives Many times, video ads perform better than still ads! In fact, Facebook is now prioritizing videos over still images.
  • 39. BONUS TIPS! In Feed Ads, make sure creative is square, not horizontal Avoid Ad fatigue - Change creative every 3 mo. Create multiple text combinations for each ad using Facebook’s standard enhancements feature Keep your text short! Use FB’s recommended character limits ✔ Merge your Feed Ads and Story/Reel Ads under 1 adset ✔ ✔ ✔ ✔
  • 40. 3 ways to collect leads: Website pages, Landing pages, Instant Forms Lead campaigns are a great way to generate leads for your student recruitment Key Takeaways Current landscape makes it difficult for school advertisers to track effectively Lead campaigns are a great way to generate leads for student recruitment 3 ways to collect leads: Website pages, Landing pages, and Instant Forms Instant forms offer a quick and easy way for prospects to enter contact details Optimizing your campaigns using our key tips will help maximize lead flow ➜ ➜ ➜ ➜ ➜
  • 42. Next Steps Take a moment to fill out our feedback form following the webinar Request a Facebook/ Instagram Ads consultation Register for HEM Academy’s Facebook and Instagram Advertising Strategies for Education short-course - Starts October 18th
  • 43. Free Marketing Consultation Scott Cross North America Regional Manager 514-312-3968 x 117 scross@higher-education-marketing.com Philippe Taza CEO 514-312-3968 x 104 ptaza@higher-education-marketing.com Lara Chuang North America Client Representative 514-312-3968 x 115 lara@higher-education-marketing.com
  • 44. Our Offer to You: FREE Assessment of Your School’s Online Ads CLAIM YOUR FREE ASSESSMENT