A Guide to Online AdvertisingOctober 18, 2019

CUNY Central Team Robert Kadar

Director of Marketing

robert.kadar@cuny.edu

646-664-9330

About myself: 7+ years running digital ad campaigns across various

industries. Worked at St. John’s University, Cardozo Law School,

and Yeshiva University.

CUNY Central Team

CUNY Ad Campaigns

Tracking audience journey

Landing Page

cuny.edu/learnmore

Ads

FB | IG | Snap | Google

CUNY application

webpage

Start application

button click

5

Attribution: Which

ad did this person

come from? Give

that ad “credit.”

Conceptual Framework for Advertising

● Setup: tracking, accounts

● Landing page

● Campaigns: objective. Contain:

○ Ad Sets: audience,

conversion optimization,

schedule, budget. Contain:

■ Ads: Copy/message,

image, placement,

mobile vs desktop

● Pipeline and metrics

● Demo

Start with Facebook/Instagram

then move to other platforms.

Everything is a test.

Natural Selection: kill the losers

Setup

1. Facebook Business Manager for

your organization’s Facebook page.

2. Create an Ad Manager account and

install PIXEL on your site right away!

Needed Tools:

Google Tag Manager

Facebook Pixel Helper in Chrome

Learn Facebook business manager

and Google Tag Manager.

Landing Page● Deliver info and links that

prospects want and need.

● Get them exploring your site.

● College is a considered purchase

- takes times. Not like buying an

Ipad.

● Landing page builder:

Instapage.com

Your ad makes a promise. The

landing page delivers. Educational

decisions take a long time.

Landing page elements

Landing page elements

Audience/Ad Set● Determine and build audience

● Conversion type: Clicks?

Sign-ups? Etc.

● Schedule

● Placement

● Budget

Delivers the most bang for your

buck. Focus here. Test audiences.

Audience is where you get the most bang for your buck!

A good ad can improve response by ~2x, rarely 5x.

Right audiences: 5x, 10x, even 25x+.

Type of Audiences● Remarketing

○ People who have “touched”

you before online:

Visitors 180 & 365 Engaged

● Custom (from email list uploads)

○ Customers/students/alumni

○ Test takers

○ Donors

● Lookalikes

○ Customer/alumni/student

base is best

● Detailed Targeting

○ Interests in school

○ Degree type

○ Behavior

○ Demographics (age!)

● Geo-location

○ Mile radius around location

Start Building Your Audiences in Ads Manager First

Audience size matters: volume vs response rate

Customer Lookalike

Detailed Targeting

Remarketing

Big, lower

response

rate

Big, not as reliable

response rate

Start Here. Best

response rate, but

very small; can’t

deploy much

budget.

● Start with small

top performers.

Add larger volume

with budget.

● Use CPM

Calculator to

determine budget.

● How many times

to serve ad?

Recommend 4X

Ads● Multiple ads within ad sets

● Different ad formats

● Copy area depends on placement

● 25% text rule

Design for mobile format. Keep

the message short and simple.

#1 importance: tell them what

you’ve got, why they might want

to click.

Ad format/Placement: Mobile vs Desktop. Facebook vs Instagram

Pipeline metrics● How far can you measure

audience action?

● Can optimize for actions

● Metrics and goals — they’re often

not the same!

● BenchmarksThe metrics that matter the most:

CPC, CTR, CPM, CPA

Benchmark Metrics

● Undergrad:

CPM = $3 to $5

CPC = $2 to $5

CPA (start app clicks) = $1 to $15

Grad campaign:

CPM = $13 to $17

CPC = $2.20 to $4.50

CPA (form submissions) = $48 to $99

Demo Time

How can we work together?

Build campaign together