Have the enrollment figures at your school been giving you sleepless nights? Are you struggling to reach the right audience? My name is Francisco, and today, I am going to show you how to leverage the power of Facebook advertising to grow your school. Through my company Planet Marketing, I have helped countless companies such as yours in the 13 years that I have been in business. In this article, I am going to;
- Discuss whether or not Facebook ads are for private, public and charter schools.
- Show you the process of creating your very own Facebook Ads.
- Introduce you to my Facebook Ads setup plan.
Is Facebook Advertising for Public Schools, Charter Schools and Private Schools?
The first question that people ask when they reach out to me is; “is there a place on Facebook Ads for public schools, charter schools and private schools?” In all cases, my answer is the same. YES, Facebook advertising is for schools, for the following reasons;
- Facebook is massive. The platform currently has a monthly active user base of over 2.3 billion. What this means is that EVERY business is likely to find the right audience on the platform.
- Facebook ads tend to be more successful than ads that are put on other platforms. That’s because Facebook provides with tools that enable you to precisely define and target your audience. This translates into high CTR and conversion rates.
- Anyone can learn how to create Facebook Ads. To be frank, most people would rather have us do all the hard work on their behalf. if you are one of these people, don’t hesitate to sign up for the Facebook Ads Setup Plan using the link at the top. However, if you would rather learn how to do it yourself, keep reading this article! I won’t hold it against you!
- Advertising on Facebook is cheaper than on other platforms, including Google Ads. That is a question that many have on their minds! My answer to them is; you can get going advertising on Facebook for as little as $10!
Using Facebook Ads to Compete for Student Enrollment
Whether you are a private, charter or public school, you are not going to be able to keep going without a steady stream of new enrollments. This is where Facebook advertising comes into play; by allowing you to have a presence on the enrollment battlefield. Not only can they be used to target the students themselves, but you can also use them to effectively reach out to parents as a way of reaching your enrollment goals.
How to create your own Facebook Ads
Creating Facebook Ads for any business happens in Facebook Ads Manager. The process of creating Facebook Ads for any business is composed of 4 steps;
- Creating a Campaign
- Creating an Ad Account
- Setting up the Ad Set
- Creating the Ad
Creating a Campaign: Choose a campaign objective
In Ads Manager, the first thing that you are required to do as part of the process of creating Facebook Ads for Public Schools, Charter Schools & Private Schools is choose your campaign objective. Note that each ad that you create can only have one campaign objective. Facebook offers a number of campaign objectives, from which you are required to choose the one that best tallies with your advertising goals;
- Brand awareness
- Video view
- App installs
- Lead generation
- Catalog sales
- Store visits
Best Campaign Objective when creating Facebook Ads for public, charter and private schools
Quite a number of the Facebook Ad campaign objectives that are given above could work when it comes to creating Facebook Ads for Public Schools, Charter Schools & Private Schools.
- If, as an example, you would like your leads to get in touch with you, then “Messages,” would be the best objective.
- If, on the other hand, you would like to have people who are interested in your school directed to a landing page, then “Traffic,” should be your choice of objective.
- For this example, we are going to go with “Reach” as the Objective for the Facebook advertising campaign that we are creating. The Reach Objective is useful if you are looking to have your Facebook ad shown to as many people as is possible.
Creating your target audience
Once you have defined the Objective for your Facebook Advertising campaign, the next thing that you need to do is define your target audience. In Ads Manager, this is done through the Ad Set section. Defining your target audience is really important, in that it allows you to have your ads delivered to people who are relevant to the campaign that you are running. Facebook provides you with a number of tools that you can use when targeting your audience;
Where is your school located? That’s the question that you are going to have to answer in this section. For this example, we are going to assume that our school is located on New York Ave in Washington DC, in any case, have a wider reach when compared to other businesses, such as restaurants, cafes and grocery stores.
Age, Gender, Language
These are the other settings that you can use to further narrow down on your target audience. For schools, you probably want to target parents who have school going children.
If your schools carters for a particular language group, then you can use the language setting to have your ads delivered to the appropriate audience.
The Gender setting is appropriate if you have gender specific products. It would be inappropriate in this case, so we are not going to use it.
Detailed targeting: Narrowing down on your audience
The detailed targeting section is where you really define the people that you wish to reach with the Facebook Ads that you are creating. For this example, we are going to have our ads delivered to mothers whose kids are in grade school and parents whose children are between the ages of 6 and 15. You can, in any case, set targeting parameters that suit your advertising objectives. If you are a private school, as an example, you may wish to have your ads delivered to kids who have expressed an interest in private schools.
The Facebook Ads Setup Plan
To be frank, we are never going to be able to cover all aspects of creating Facebook Ads in a single article. However, we have simplified life on your behalf by creating Facebook Ads Setup Plan. The plan offers the following;
- Help setting up your Facebook Ads campaign.
- Help choosing your campaign objectives.
- Help targeting the right kind of audience.
- A professionally created landing page.
- Two live ads.