www.karlynmorisse.e.com

www.fire‐engine‐red.com

www.dojo‐web.com

www.champlain.edu

www.doteduguru.com

WHY FACEBOOK ADS?

o Easy to create

o Targeted to your audience

o Cheap

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

THE BASICS

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)

WWW.FACEBOOK.COM/ADVERTISING

Photo Credit: KaseyAnn on Flickr

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

o Copy: What’s in it for your audience?

TARGETING YOUR FACEBOOK ADS

CAMPAIGNS AND PRICING

Campaigns allow you to group ads together. This can be used for testing ad components.

Photo Credit: KaseyAnn on Flickr

APPLICATION ADS CAMPAIGN

FINAL PROOFING AND PAYMENT

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

TRACKING AND REPORTING

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.

GOOGLE ANALYTICS INTEGRATION

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.

Karlyn Morissette www.fire-engine-red.com www.karlynmorissette.com www.dojo-web.com

www.doteduguru.com www.twitter.com/KarlynM karlynmorissette@gmail.com www.linkedin.com/in/karlynmorissette