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;
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;
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: 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;
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.
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;
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