3 FACEBOOK ADVERTISING TIPS FROM THE EXPERTS: Facebook’s dominance of social media advertising landscape continues. According to eMarketer, nearly 68% of all social media advertising spending occurs within Facebook Ads. With the amount of competition on the platform, it's crucial to adhere to best practices and expert tips. Aside from A/B testing ads and building out custom audiences, here are the 3 new tips to your next successful Facebook Ads campaign.
- Diversify your Ad Format: From messenger ads, dynamic ads, video ads, sponsored mentions, slideshow ads, instant experiences, lead ads, and more, make sure you know the ins and outs of each. The better you can align the ad type with your goal, the better the outcome.
- Convert high performing content into ads: Chances are, if you have a high-conversion piece of content, others will find the piece useful too. Help your intended audience find this already successful piece by advertising it on Facebook.
- Pay attention to what visitors do after the click: After a Facebook user clicks on your ad, where do they go and what do they do? Are clicks turning into conversions? Are the right audiences engaging with your content? It's not enough to just put out an ad, you need to know if each ad click is leading to useful second interactions, too.
Why you should care: What we’re hinting at is that digital advertising truly is a full-time job. Enrollment marketing teams not only need to stay abreast with the latest ad formats but also need to consistently measure the success of each ad beyond the click-through-rates and impressions. What are prospective students doing after they engage with your ads? Are prospective students more likely to engage with a video ad or dynamic ad?
SNAPCHAT’S 2019 COMEBACK CONTINUES: Stock price up, earnings higher than estimated, and increased confidence in the platform; Snapchat had a fantastic Q2. What’s behind the recent successes on Wall Street? More Snapchat users! In its Q2 report, Snapchat claimed in its user base has grown to 203 million daily users (up 8% from last year). More users ultimately means more opportunity for advertisements, which are a major revenue stream for the platform. Better yet, the average time users spend on Snapchat a day is 30 minutes meaning plenty of screen time for advertisers to get their messages and videos across.
Why you should care: A healthy increase in active Snapchat users among a competitive social media landscape means the platform is around for the long-haul. For enrollment marketing teams, remember that Snapchat users are hyper-engaged; 30 minutes a day on the platform! And 75% of all platform users are below the age of 34 years, prime ages for those looking to go back to school. Having a presence on Snapchat is becoming ever-more crucial to improve your program’s brand awareness among 20-something-year-olds.
DO CONSUMERS REALLY WANT PERSONALIZED MARKETING EXPERIENCES?: Marketers tend to assume that everyone and their grandmother wants a personalized digital experience. But is that the case for literally everyone? According to eMarketer’s Customer Experience 2019 report, the answer is “no”. “As [consumers] become more aware of the personal data collection that underpins marketing personalization and targeted advertising, they’ve also started indicating they’re not sure it’s worth handing over their personal information in exchange for relevance,” says an analyst at eMarketer. In their report, only 17% of respondents found name personalization appealing while 50% found personalization of products related to their interests appealing.
Why you should care: If this goes against every assumption you’ve had about personalization marketing, don’t fret. There is still a time and place for it. Keep in mind that prospective students are a new wave of digital users and the above report collected data on 18 - 69-year-olds. It doesn’t mean that Millennials and Gen-Zers want their name on every email subject line, so consider allowing your prospective students to engage with your program first. Personalization in higher education remains utterly crucial. The primary example being that without personalization, you may send information on a finance program to a prospective biology student. To the same token, don’t flaunt the fact that you know your prospect's program of interest. Instead, make subtle suggestions or content offerings with what you do know about them. There’s a happy medium between too much personalization and enough to send prospects the right content at the right time.