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
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.
• 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.
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.