Insta-stories are taking over. Snap's rolled out self-serve ads. Facebook's keeping up with Messenger Ads. It's been a whirlwind of a summer for digital marketing. Feeling dazed and digital? Don't miss this free webinar. Get 10 new ideas in 30 minutes.

1. Dazed and Digital?
Get 10 new ideas to amplify your
ad campaigns in 30 minutes.
Hayley Warack
& Michelle Rhatigan

2. Hayley Warack
VP of Digital Strategy. Forbes Agency Council member.
Digital expert leading a talented team of EDU marketers.
Michelle Rhatigan
Senior Account Manager. Vital partner for brands like
Northwestern, Santa Clara University, Emory and more.
We’re bold thinkers who propel the new and next in education.
Meet your PRESENTERS.

3. #CONVERGEPRESENTS

4. Dazed and digital?
Get 10 new ideas in 30 minutes.
Recapping the latest
platform updates to amplify
your ad campaigns.
INSTAGRAM
STORIES
SNAPCHAT
SELF-SERVE
AND OTHER
BIG NEWS!
FACEBOOK
MESSENGER ADS

5. 1. Snapchat SELF-SERVE.
Reach 160 million+ users who open the app an
average of 18+ times daily
• When students use Snapchat during a
college search, they:
ü Follow the school
ü Watch stories
ü View student snaps
• In 2017, Snapchat beat Instagram,
YouTube and Facebook for social
accounts used daily.
Free Resource: http://convergeconsulting.org/2017/07/20/snapchat-self-serve-colleges-universities/

6. #GOALS:
Get In Now. GET IN EARLY.
FOUR AD TYPES
• The OG Snap Ads: 3-10 second full-screen
vertical video ads – drive engagement!
• Web View: Instant prospect info with a
swipe and a tap.
• App Install: Drive installs of your university’s
mobile app.
• Long-Form Video: Let Snappers visualize
your campus with a 2-minute tour.

7. Facebook reported that over 250 million users are viewing
Instagram Stories every day.
2. Instagram STORY ads.

8. #GOALS:
Get Creative. Test, Test, Test!
ü Still image, motion graphics, live, cinema-graph or GIF
ü Choose between four different campaign objectives
• Video views
• Conversions
• Traffic
• Mobile app installs
ü Include a click-through link or sync up to Facebook
Messenger

9. #GOALS:
Get Conversion Focused!
ü Add text, graphics and design
to your ad
ü End videos with a solid screen
ü Select a relevant CTA and
enhance with an on-screen
text CTA
Learn More

10. 3. LinkedIn LEAD GEN.
Generate high-quality leads through pre-filled
forms with accurate data.
• Forms completed through student’s
LinkedIn profile – just one click to submit.
• Leads integrate directly with CRM.
• Drive 2.3x more conversions than when
directing to a landing page.
Free resource: http://convergeconsulting.org/2017/05/09/increase-inquiries-with-linkedin-lead-generation-ads/

11. #GOALS:
Find and Engage Right-Fit Students.

12. 4. LinkedIn MATCHED AUDIENCES.
In a move that levels the retargeting
playing field, LinkedIn has enabled
website visitor, account and contact
retargeting. This gives the 500-million-
member professional network audience
matching capabilities to rival Facebook,
Google, Twitter and Pinterest.
WHO IS LINKEDIN ADVERTISING
RIGHT FOR? Graduate and executive
education programs.
Free resource: http://convergeconsulting.org/2017/05/17/new-opportunities-for-education-marketers-with-linkedin-matched-audiences/

13. #GOALS:
Next Step & Ongoing Engagement Messaging.
ü Retargeting landing page or
website visitors.
ü Upload a custom list of email
addresses to target with
messaging.
ü Target users employed at
specific companies, but upload
a CSV list of companies.

14. Reach audiences at key transition points in their
lives, when they are most likely to make decisions.
Target Gmail Ads to users in the months before or
after they graduate college, move or get married.
5. Google GMAIL TARGETING.

15. #GOALS:
Work Smarter with DemographicTargeting.

16. 6. Programmatic SPOTIFY.
With over 100 million registered users, you can leverage programmatic display to target Spotify mobile app
(both iOS and Android) audio inventory in the United States.

17. #GOALS:
Listen to Your Audience. Grab their Attention.
ü Find your ideal target audience:
• Age & Gender
• Geography
• Behavioral
• Retargeting
• Genres / Playlists
• Dayparting
ü Create an engaging audio clip
complimented with a supportive
banner ad
Target 1: Back 2 School Parents
• 70s, 80s, 90s, Throwbacks, Housework
• Demographics: 40-55, Women
• Geography: Key University Markets
Target 2: Back 2 School Students
• 2000s, Getting Ready, Top 40, Hip Hop,
Rap
• Demographics: 18-25, College
• Geography: Key Target Markets, College
Towns
Target 3: Workout
• Workout, Running, Weightlifting, Yoga
• Demographics: 18-45, Men and women
• Geography: Key Target Markets

18. 7. Twitter VIDEO.
Reach the 328 million users seeking news
and the latest trends.
ü Amplify your brand through
promoted video ads.
ü Run pre-roll or mid-roll ads that
align with videos your students
are watching.
ü Utilize insights of current
followers to develop lookalike
audiences.

19. THE HOW:
• Tell a joke, evoke emotion, transform a brand.
• Don’t rely on sound – nobody likes autoplay.
• Reach for authenticity over quality.
• Assume you’re being viewed on a mobile device.
#GOALS:
Get to the Point. 6 is the New 30.

20. 8. Facebook MESSENGER ADS.
Free Resource: http://convergeconsulting.org/2017/07/18/edu-update-facebook-messenger-ads/
Reach your audience where they are with the rollout of ads on the Messenger home screen.

21. #GOALS:
Get Personal. Grab their Attention.
ü Same audience targeting options as the
Facebook advertising platform
ü Only available through automatic
placements
ü Direct users to a URL or to start a
Messenger conversation with your
institution

22. 9. Ad CREATIVE.
Short on imagery? Tired of stock photos? Ready to
draw people in through storytelling?
• Develop copy for individual personas.
• Recognize users are at different points in
the journey—tactic and channel may vary.
• Take advantage of free photo tools to add
unique filters and motion.

23. #GOALS:
Connect with your Audience.

24. 10. Landing Page EXIT OVERLAYS.
Boost conversion rates by up to 30% by re-engaging a user based on their
engagement behaviors.

25. #GOALS:
Incentives to Entice & Engage.
ü Test out messaging and CTAs:
• Downloadable content
• Program brochure
• Promote urgency
• Testimonial / Outcomes
• Reinforce competitive advantages
ü Test out various triggers to see what
strategy converts the best.

26. FREE RESOURCE:
THE DIGITAL
ADVERTISING ROI
BENCHMARK
This ebook walks through how to calculate and apply a metric
called Breakeven Cost-per-Lead (CPL) to determine if your
campaigns are yielding a positive return.
Download Now

27. MARK YOUR CALENDAR:
DIGITAL STORYTELLING WORKSHOP
Great content starts with good strategy. If you’re
struggling to align your program’s unique story with the
broader institutional objectives, this workshop is for you.
Where: Philadelphia, PA
When: Thursday, October 26, 2017
Cost: $250 (includes breakfast and lunch)
Register Now

28. THANK YOU. QUESTIONS?
@convergeorg
convergeconsulting.org
#convergepresents