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 theyâre integrated
15. CREATE A âFACEBOOK ADSâ ACCOUNT
o⯠Employees should not use their personal
accounts for Facebook ads
o⯠Get a new email address â
facebookads@college.edu
o⯠Use your grandmotherâs name
(assuming she doesnât have a
Facebook account)
18. BEST PRACTICE
o⯠Link: Use Google Analytics Campaign tracking
o⯠Title: Include the school name
o⯠Photo:
oâŻUse faces (preferably of smiling cute girls)
oâŻAdd your school name to the photo
Photo Credit:
o⯠Copy: Whatâs in it for your audience?
KaseyAnn on Flickr
29. BUT WEâRE 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
âąâŻ Basic Metrics: Impressions, clicks, clickthrough
rate, total dollars spent.
âąâŻ Demographics of responders: Gender, age,
region and country.
âąâŻ Responder proïŹles: The types of users who click
on your ads, based on the interests they have
listed in their proïŹle.
38. YOUR HOMEWORK
ïŸâŻ Create a Facebook accounts speciïŹcally for
ads.
ïŸâŻ Start incorporating ads into print and email
marketing campaigns.
ïŸâŻ Always use an image in your ad and target to
a
speciïŹc audience.
ïŸâŻTest, test, test!
ïŸâŻ Integrate Facebook ads with Google Analytics
for more in-depth conversion tracking.