www.karlynmorisse.e.com





www.fire‐engine‐red.com





  www.dojo‐web.com





  www.champlain.edu





  www.doteduguru...
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
 ...
THE BASICS
CREATE A “FACEBOOK ADS” ACCOUNT
o  Employees should not use their personal
   accounts for Facebook ads

o  Get a new emai...
WWW.FACEBOOK.COM/ADVERTISING
BEST PRACTICE
o  Link: Use Google Analytics Campaign tracking
o  Title: Include the school name
o  Photo: 
  o Use faces (...
TARGETING YOUR FACEBOOK ADS
CAMPAIGNS AND PRICING
Campaigns allow you to group ads together. This
can be used for testing ad components.


             APPLICATION ADS CAMP...
FINAL PROOFING AND PAYMENT
BUT WE’RE NOT DONE YET...

 Reasons for rejection: 
 o  Grammar
 o  Excessive capitalization
 o  Inaccurate copy
 o  Decep...
TRACKING AND REPORTING
FACEBOOK REPORTING
•  Basic Metrics: Impressions, clicks, clickthrough
   rate, total dollars spent.

•  Demographics of r...
GOOGLE ANALYTICS INTEGRATION
YOUR HOMEWORK
  Create a Facebook accounts specifically for 
 
ads.
  Start incorporating ads into print and email
 
mark...
Karlyn Morissette                       www.fire-engine-red.com
www.karlynmorissette.com                     www.dojo-web.c...
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
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An Introduction to Facebook Ads

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Facebook Ads

  1. 1. www.karlynmorisse.e.com
 www.fire‐engine‐red.com
 www.dojo‐web.com
 www.champlain.edu
 www.doteduguru.com

  2. 2. WHY FACEBOOK ADS? o  Easy to create o  Targeted to your audience o  Cheap
  3. 3. 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
  4. 4. THE BASICS
  5. 5. 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)
  6. 6. WWW.FACEBOOK.COM/ADVERTISING
  7. 7. 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 Photo Credit: o  Copy: What’s in it for your audience? KaseyAnn on Flickr
  8. 8. TARGETING YOUR FACEBOOK ADS
  9. 9. CAMPAIGNS AND PRICING
  10. 10. Campaigns allow you to group ads together. This can be used for testing ad components. APPLICATION ADS CAMPAIGN Photo Credit: KaseyAnn on Flickr
  11. 11. FINAL PROOFING AND PAYMENT
  12. 12. 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
  13. 13. TRACKING AND REPORTING
  14. 14. 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.
  15. 15. GOOGLE ANALYTICS INTEGRATION
  16. 16. 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.
  17. 17. 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
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