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

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

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 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