Facebook Ads for Trade, Vocational and Tech Schools

Go to Google today, and you will notice that trade, vocational and tech schools have not been left out of the ongoing Facebook bandwagon. That’s hardly surprising, considering the fact that most of the people that these schools target are very active on the world’s largest social networking site. So, how do you create Facebook Ads for Trade, Vocational and Tech Schools? What are some of the finer points that you need to be aware of in order to make your ad campaign a success?

How influential is Social Media Marketing?

Before delving into the intricacies of creating a Facebook advertising campaign, its worth noting that Social Media, in general, plays an exponentially high role in the decision making process for today’s teens. These are the very people who are interested in enrolling with Trade, Vocational and Tech schools.

Think we are exaggerating? Well, just consider the fact that a staggering 68% of today’s teens use social media when carrying out research on colleges and tech schools. The good thing is that, as we have already noted, most of the trade, vocational and tech schools that are out there already have a presence on Facebook.

Facebook Pages for Trade, Vocational and Tech Schools.

This presence is usually in the form of Facebook Pages. Anyone can create a Page on Facebook absolutely free of charge, but those that are looking to get more from the platform need to go beyond Facebook Pages by creating ads on the platform.

Creating Facebook Ads for Trade, Vocational and Tech Schools

When it comes to creating Facebook Ads for Trade, Vocational and Tech Schools, the thing to remember is that you need to get a number of things right;

  • Choosing the right objective
  • Having a clear conversion funnel
  • Getting your audience targeting right
  1. Choosing the right Objectives

Facebook ad objectives are important, in that they act as a guideline for the ad that you are going to create for your business. It’s important, before you even set out to create your ads on the platform, to make sure that you are clear on what you wish to achieve through your ads campaign.

You also need to have some clarity on the paths that are open to you when it comes to achieving your goals. Facebook offers a number of Objectives, from which you are required to choose one for your campaign;

  • Reach
  • Brand awareness
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Catalog sales
  • Conversions
  • Store visits

Which Objective should I choose when creating Facebook Ads for Trade, Vocational and Tech Schools?

For Trade, Vocational and Tech Schools, a number of the Objectives that are given above could be chosen. Its all, of course, going to depend on the nature of the campaign that you wish to run. If you would like people that are interested in your school to get in touch with you, then Messages would be the best Objectives.

Those that wish to get traffic for their websites and landing pages can choose the “Traffic,” objective. For this example, we are going to go with “Engagement,” as the Objective for the Facebook ad campaign that we are running.

Under “Engagement,” we are going to choose “Page Likes,” because we wish to get the word out as much as possible by having people, including those that are already enrolled at our college, like our Facebook Page.

  1. Having a clear conversion funnel

This is the second important thing when it comes to creating Facebook ads for your trade school. Its not enough to simply create Facebook ads, without first thinking about how you are going to turn your prospects’ interest into conversions.

For the sake of this example, we have noted that we are going to have people like our Facebook Page, so we need to make sure that this page that we have created for our Tech school has all the information that is needed to help someone who is hunting for a place at which to learn a trade make their decision.

What we need to do is convince people that it’s worth getting in touch, and that’s all going to come from the information that we provide on our Page. You may, therefore, need to have your Facebook Page professionally done to make sure that it is well set to get you the results that you are looking for.

  1. Targeting your audience

Now that we are clear about our Objectives and have set up our conversion funnel, the next thing that we need to do on the way to creating Facebook Ads for Trade, Vocational and Tech Schools is define our target audience.

The fact that Facebook brings together over 2.1 billion users does not mean that you need to target all of them. In fact, you will find that the narrower you can make your target audience, the greater the chance that the leads that you generate will turn into conversions. So, how do you narrow down on your target audience on Facebook?

  • Location

The Location setting is your first port of call as far as creating and targeting an audience for your Facebook ads is concerned. You can, in fact, target as many locations across the globe for your Facebook ads as you wish.

Remember that not all businesses are the same, when it comes to their areas of operation. A restaurant, as an example, is only going to be able to reach out to people a few miles around its physical location. It wouldn’t be of use, therefore, for such a business to have ads that target wider audiences.

Trade, vocational and tech schools are better placed to reach out to wider audiences and, for this example, we are going to have our ads delivered statewide (California).

  • Age, Gender and Language

These are the other settings that you can use to further narrow down on your target audience. For Facebook Ads that are targeted at trade, vocational and tech schools, we need to restrict our targeting to people who are between 18 and 30 years.

  • Detailed Targeting

The detailed targeting section is where you really set out your parameters as far as targeting your audience is concerned. This section allows you to use demographics, interests and behaviors when defining your audience.

For our ad, we are going to target people who have completed college and have expressed an interest in trade, vocational and tech schools.

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