WHY FACEBOOK ADS?
o Easy to create
o Targeted to your audience
HOW WOULD A COLLEGE USE THEM?
o Event attendance: admissions,
current students and alumni
o Build your Facebook page
o Build admissions inquiry and
o Solicit alumni gifts
o Can be stand alone...but are
better if they’re integrated
CREATE A “FACEBOOK ADS” ACCOUNT
o Employees should not use their personal
accounts for Facebook ads
o Get a new email address –
o Use your grandmother’s name
(assuming she doesn’t have a
o Link: Use Google Analytics Campaign tracking
o Title: Include the school name
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?
KaseyAnn on Flickr
TARGETING YOUR FACEBOOK ADS
CAMPAIGNS AND PRICING
Campaigns allow you to group ads together. This
can be used for testing ad components.
APPLICATION ADS CAMPAIGN
Photo Credit: KaseyAnn on Flickr
FINAL PROOFING AND PAYMENT
BUT WE’RE NOT DONE YET...
Reasons for rejection:
o Excessive capitalization
o Inaccurate copy
o Deceptive offers
o Inappropriate or irrelevant images
o Symbols used in place of words.
TRACKING AND 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
Create a Facebook accounts speciﬁcally for
Start incorporating ads into print and email
Always use an image in your ad and target to
Test, test, test!
Integrate Facebook ads with Google Analytics
for more in-depth conversion tracking.