World Emoji Day: 3 Innovative Ways to Use Emojis In Digital Marketing

Happy World Emoji Day! Today is the day to celebrate the small, expressive images that the world uses to communicate every single day. Whether we want to communicate that we want a fast food lunch, 🍔 🍟 🤤, or to remind your friend not to cry over spilled milk, 🚫 😢 🍼 💦, emojis are a simple and fun way to get your point across.

On Facebook alone, over 700 million emojis are used every day in Facebook posts. If you think that emojis are only exclusive to a few countries, think again. There’s a reason that today is World Emoji Day. In fact, in honor of World Emoji Day, Facebook has revealed the top emojis broken down by country.

Chart of the top emojis used by each country.

(I personally love that all of these top emojis are positive. They’re either laughing, celebrating, or sending some love.)

Emojis were first invented in 1999, but not widely adopted until 2011, in part due to the increase in social media use. Emojis are so commonly used that linguistics experts in the United Kingdom claim that Emoji is now the fastest growing language in the UK!

Celebration emoji with confetti.When is World Emoji Day?

World Emoji Day is celebrated annually on July 17 because this is the day displayed on the calendar emoji: 📅

July 17 is used for the calendar emoji because that is the day that iCal premiered at the MacWorld conference in 2002, and  Emoji Day has been celebrated on July 17 since 2014.

Since then, big names like Facebook, TIME Magazine, and even the Empire State Building have joined in on the fun and celebrated World Emoji Day.

Examples of big names celebrating World Emoji Day.

Source: Facebook.com, Facebook.com/EmpireStateBuilding, Time.com

According to Brandwatch’s recent report, The Emoji Report, the volume of tweets containing a brand name and an emoji has grown by 49% since September 2015. The biggest brands in the world have recognized that 95% of humans online have used emojis and implemented the language into their marketing efforts. Let’s take a look at some examples of these emoji campaigns and how you can use emojis in your digital marketing efforts to help appeal to the next generation of consumers.

Using Emojis to Appeal to Generation Z

Generation Z is the next generation of consumers and higher education students. Compared to Millennials, Generation Z has an even keener eye for advertising strategies that are trying a bit too hard to relate. Keep in mind here that Generation Z is projected to make up 40% of all consumers by 2020.  That’s right, almost half of consumers will be made up of people born between 1995 and 2010. So how can you use emojis correctly to connect with this large chunk of the market?

🎥 Video

Video is definitely the king of content. Pair video with the use of emojis (or Memojis in this case) to help get your point across and you may have a wildly successful piece of content. One of my favorite examples of using emojis in an entertaining and attention-grabbing way comes from Snoop Dogg and Hims.

Snoop Dogg is a top influencer himself, but his Memoji is even more attention-grabbing. Emojis are even used throughout the video when he refers to ‘playas’, ‘cribs’, and talking about how much money you’ll save.

Next time you create video content, especially for social media, consider how emojis might play a role. What topic can you use emojis to explain? They can be used as a modern version of the audience cue card to let your viewers know when to laugh 😂, cry 😢, or even ponder 🤔 a topic you are discussing.

📧 Emails and Press Releases

While emojis are the most popular form of social media communication, they should be used wisely. One example of going overboard with emojis comes from a 2015 Chevrolet press release:

“Words alone can’t describe the new 2016 Chevrolet Cruze, so to celebrate its upcoming reveal, the media advisory is being issued in emoji, the small emotionally expressive digital images and icons in electronic communication. Try and decode this news or watch for the decoder at 2 p.m. EDT on Tuesday. #ChevyGoesEmoji”

2015 Chevrolet Press Release written exclusively with emojis.

Source: Chevrolet

Did you read the press release? Did you understand it?

The major takeaway from this PR blunder is that emojis, while they are used by almost everyone, should be used sparingly – especially when communicating your brand’s important messages.

Emails and press releases remain the more formal forms of  today’s communication. That being said, emojis can positively impact your email marketing campaigns. According to The AppBoy Emoji Study, open rates for emails containing emojis in their subject line have increased 15% year-over-year.

As I’ve said, emails are a professional form of communication – meaning that less is more. Using an emoji can help your subject line and body copy cut through the dullness of an inbox. For example, using a ❤️ in the subject line of a Valentine’s Day campaign will help your email stand out from the rest.

It can be extremely easy to go overboard with emojis in the body copy of an email. Instead, pick one or two emojis to help highlight key points throughout your copy or drive attention to your call-to-action.

For example, Circa’s upcoming webinar email campaign could look like this:

What You’ll Learn:

✅ Understand the current and future opportunity of Artificial Intelligence and its place in higher education

✅ Learn why chatbots and AI-driven platforms are going to change the way we engage with prospective students

✅ See how you can scale your team with the help of intelligent engagement

✅ Understand the cost savings associated with leveraging this technology

✅Learn how AI can help connect with students on an emotional level

📲 Social Media

Social media was in fact the catalyst for the immense popularity of emojis. That being said, brands must be more creative than ever when using emojis in order to appeal to the largest audience possible.

One innovative use of emojis that I’ve witnessed is in Facebook and Instagram ads – especially in higher education. What better way to appeal to the next generation of students than by using emojis that inspire them to take the next step in furthering their education? 👩‍🎓 👨‍🎓 🎓 📜

Facebook Ad for Tulane University's Masters of Social Work program that uses a muscle emoji.

When Circa’s PPC and creative teams worked together to created a new paid social campaign for Tulane University’s Master of Social Work program, they wanted to implement a fresh and standout tactic: Emojis. In this case, they’ve followed the rule of less is more. By adding the 💪 emoji the ad not only catches their audience’s eye, but effectively emphasizes the feeling of empowerment and resilience – the exact emotions they are looking to coerce from their audience to inspire them to continue their education in social work.

When using emojis in social media ads it is important to follow the same rules as emails. Use emojis sparingly to highlight keywords and phrases or call-to-actions.

There are more than 2,800 emojis at your fingertips. What will you say? 🤔 Share your emoji marketing ideas with me in the comments below! I’d love to hear how you or your agency is using this new form of communication to spice up commonplace marketing tactics.

GIF of different combinations of emojis with different hair colors, hair types, and skin colors.

Source: Apple

Audrey-for-siteAudrey is an account manager and Social Media Lead at Circa Interactive. She currently manages multiple high profile social media accounts, including Circa Interactive’s own social media presence. As a graduate of Cal Poly San Luis Obispo, and a past president of their Public Relations Student Society of America (PRSSA) chapter, her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future. Connect with Audrey on Twitter: @audgepauge93

Become the Conversion Hero in Your Institution’s Marketing and Recruitment Story

The Secrets of Storytelling Webinar: June 19th, 11AM PST

Enrollment numbers are dropping and there is a need for new, innovative strategies.

Top-rated, highly esteemed institutions of higher learning – offering the latest cutting-edge programs and sharpest instructors — have never seen enrollment numbers this bad.

Why is enrollment dropping? How come the tried-and-true tactics don’t work anymore?

In today’s hyper-competitive market, it’s more important than ever for institutions such as yours to connect with prospective students on an emotional level, by shaping a compelling story and brand that works wonders.

How to do that?

Try some top shelf storytelling, courtesy of Disney’s Pixar Animation Studios. What do cartoon characters have to do with recruiting students to your esteemed academic programs you ask?

Trust us, your students know. They’ve spent their childhoods entranced by Pixar’s magic spell. They’ve grown up with the “Incredibles” and “Toy Story” and “Coco” and – note the irony – “Monsters University.”

It’s time to leverage the basics of Pixar’s storytelling secrets — as directly applied to how to fill empty seats with great students you’ll undoubtedly make even greater.

Here’s how:

On Tuesday, June 19th at 11AM PST, join Circa Interactive’s Joseph Lapin and Clayton Dean, and Jessica Gammon and Virginia Bagley from Bluestocking Education, for their expert webinar on “The Secrets of Storytelling” on how to effectively recruit more students to your programs – through imagination, flair and a sense of wonder.

Register Now: https://zoom.us/webinar/register/WN_SH7bU1EvQ1yjzuPbKsT0eg

What You’ll Learn:
  • How to exceed your enrollment goals and provide a better experience for prospective students
  • How to more effectively shape and leverage story to differentiate your program or department
  • How to diagnose a breakdown in story between marketing, recruitment and admissions
  • How to analyze real-life examples of proven storytelling strategies …and missed opportunities
  • How to utilize tools and processes to more effectively align key messages communicated by your marketing and recruitment teams
What you’ll master:
  • Understand why it’s vital for marketing and recruitment to align on story
  • Acquire how to diagnose a breakdown in story in the enrollment funnel
  • Analyze real-life examples of proven strategies and how to avoid missed opportunities
  • Acquire a tool kit of plans and processes to more effectively align your teams

Circa Interactive is the premier digital marketing agency in higher education. Since opening in 2011, Circa Interactive has helped more than 60 degree programs increase lead flow, build brand awareness,and generate more students. To find out how our services could help your institution, please email clayton@circaedu.com. 

5 Social Media Stats on Demographic Targeting in 2018

Both social outreach and higher education are now more than ever about ensuring a best-fit match between students and a college or university. What works for one family or one type of student might not work as well for another. That is the overarching theme behind today’s social outreach. In other words, your branding strategy should be about creating an experience that will make prospective students and their families say “this is where I need to go to college”.

To get to that point, you’re going to have to determine what the most effective social media platforms are and which of your channels is going to deliver the highest return on investment.

Create Compelling and Visual Content

The average Twitter, Instagram, and Snapchat user is squarely between the ages of 18 and 24. That’s the demographic that you’ll want to be targeting for both under and post-graduate. Instagram is obviously extremely visual, and it allows you to put a lot of influencers on the platform and have those influencers promote your branded content. Nearly a fifth (18%) of prospective college students said they checked their favorite college’s Instagram page multiple times in a single day.

Snapchat is another useful social media platform to target on because it allows you to engage that 18-24 target demographic with day-in-the-life narratives on what it’s like to attend university. Studies also show that up to 65% of visual content is remembered by prospective students after three days. That’s a lot of time for your message to percolate.

Retargeting is Going to Be Vital

The average American uses three of the eight major social media platforms simultaneously. Unlike applying for jobs or internships where LinkedIn and Google+ might be enough, effective outreach to prospective college and university students needs to incorporate a multi-channel branding strategy.

Retargeting is an extremely powerful way to ensure multi-channel branding.

Called remarketing by some, retargeting is a cookie-based digital marketing strategy that lets you market more often to prospective college students who have already shown an interest in your institution.

That obviously makes for higher marketing ROI and it simultaneously lets you broaden your impact across major social media platforms.

Certain Ethnicities Use Certain Sites

Nearly half (49%) of hispanics in the United States used Facebook-owned WhatsApp compared to about 15% for whites and 20% for African-Americans.

The high percentage of hispanics using WhatsApp hints at a broader trend in social media marketing.Prospective college students are resoundingly using social media and digital communication like email, messengers, and text to find out about potential colleges and universities. Seventy six percent of prospective college students said they used email often to find out more about a prospective college or university.

Target Where the Young People Are

88% of 18 to 29-year-old young adults are on social media, and when it comes to higher education marketing Facebook is still the go-to place. Facebook’s advertising options and custom audiences features work well with higher education marketing.

Creating compelling content that is consistently shared and liked while allowing prospective students an insider’s look at what’s happening on campus is a great strategy to put into motion. 

Pinterest: Microtarget on the Right Platforms

Fifth and final surprising stat: In a recent survey over 40% of women said that they used Pinterest regularly. There’s a pretty large gender disparity here since only 16% of men used the platform. The Federal Education Department has been documenting the fact that women have steadily been outpacing men in terms of college aspirations for quite some time. There are now literally millions more women opening acceptance letters and choosing to go to college than there are men doing the same. Projections from the Federal Education Department say that the number of women choosing college will continue to be much higher than men for the foreseeable future.

About 55% of prospective undergraduate students are women, and another very interesting finding when it comes to higher education marketing and Pinterest is that 70% of Pinterest users are female. As it turns out, men and women use Pinterest differently as well. Women use the social media platform as a wish list and men use it more as a shopping cart. Put another way, your social outreach to prospective college students on Pinterest should come from a place of allowing prospective students to warm up to the idea of going to your college or university.

Studies show that women use Pinterest as a way of motivating themselves and finding a source of lasting inspiration.

Letting prospective students know how their future goals align with your college or university through your outreach on Pinterest is therefore a very good idea and is a great way to better your demographic targeting. 

Farzin joined the Circa team in January of 2018 as Director of Paid Media. Prior to his current role, Farzin managed multiple digital marketing teams for a number of nationally recognized Digital Marketing Agencies. In 2005, Farzin cofounded The Patient’s Guide a web publishing company serving healthcare providers. His company was acquired by IAC Publishing, the company behind ask.com – Investopedia.com – About.com – Dictionary.com and The Daily Beast. He earned his bachelor’s degree in Social Psychology and his master’s degree in Evolutionary Anthropology from California State University, Fullerton. 

15 Higher Education Digital Marketing Strategies for 2018

Every day, universities and colleges are coming up with exciting, innovative courses for the millions of motivated students all over the world. The higher education space is being redefined by innovation in design, delivery and employability for many degree programs. Education experts have the resources they need to craft, test and rollout cutting edge online degree programs. That’s why higher education institutions are bringing on board creative communication and marketing professionals to keep their institutions and programs visible and desirable. Here at Circa, we utilize unique higher education marketing strategies that help raise awareness of courses and programs while bringing in high quality students that enable online degree programs to flourish. 

Innovative PPC Strategies

Andrew Glasser and Farzin Espahani

The possibilities for higher ed marketing are seemingly endless when it comes to PPC. It is by and large the most immediate method for generating high-quality leads while broadcasting your brand to qualified individuals, ultimately turning clicks into prospective students. In Search, PPC is a hotbed for student acquisition, with degree-seekers constantly turning to Google and Bing to help them decide their career/academic path. Within Social, PPC offers increasingly advanced tools which we can use to hone in on subgroups of your target audience, fostering lead growth in the student acquisition cycle while simultaneously nurturing your Brand’s reach.

When it comes to paid advertising on social platforms, we notice a clear trend for universities who are marketing online graduate degree programs: All the ads are the same. The ad copy makes it clear that the program is flexible and completely online, and the visuals often convey a happy working professional looking satisfied in their new role. In 2018, it is our focus, mission, and purpose to ensure that colleges and universities make a commitment to standing out from the crowd by showcasing their true story. Students understand that they have basic needs in their degree program, but in 2018, millennials need to have a connection to something bigger. It is important for universities to look at their missions, ideals, and unique value propositions outside of online, flexible, innovative curriculum to begin conveying the information that matters to a student’s personal journey.

Mobile Optimized Search Ads

Studies continue to show that mobile devices are the go-to option for searching the internet. In fact, mobile devices are used more often for searches than desktop computers.  The average person checks their phone 150 times a day, the average time spend on a smartphone is 177 minutes per day, and amazingly, the average mobile session is 70 seconds. This means consumers are using their phones all day, every day, but in short bursts of time. By bidding higher for mobile devices in Google Adwords and Bing ads while utilizing mobile optimized ad extensions we can increase the CTR significantly.

Managed Placements And Interests

Managed placements is a good strategy when there are specific websites that you think are related to specific program or university where can be visited by a potential student. For example for an online MBA program, we want to place our display ads on education related websites and focus on pages relevant to higher education and career advancement. This will help us to make sure our ads are shown to those more likely to click on the ad to learn more.  

Facebook Retargeting Campaigns

The beauty and effectiveness of retargeting allows you to reach out to users who have already showed interest to your brand or program and to get them to re-engage with your brand. This is a slow but steady and cost effective strategy that converts more students compared to traditional targeting, since users are more likely to engage with ads from brands that they know. The best way to achieve a winner retargeting strategy is to start with a brand awareness ad to simply introduce your brand. Then running a retargeting campaign that shows new ads to those who have already engaged with your previous ad.

Fundamental SEO Strategies

Tyler Cooper

Every month, hundreds of thousands of prospective students are logging onto their computers, opening up Google, and trying to figure out where they should earn their degree. If your website’s SEO strategy is not up to par, chances are you’re missing out on the vast majority of these leads. While you can use Google AdWords to show up for these results, you’re going to be paying a premium for each click. When you rank organically, there is no cost per click. When looking at this from an ROI perspective, the value of SEO is undeniable. Having a large search presence means more organic traffic, more leads, more applicants, and more students. If SEO is not a part of your digital marketing strategy in 2018, you are doing yourself a huge disservice.

Link building

Link building is undoubtedly the most important aspect of your SEO strategy. In order to compete in competitive markets such as higher education, your website will need a steady stream of high-quality and relevant backlinks. There are a number of link building strategies. You can read more about those here.

On-Page SEO

In order to get the most out of your link building campaigns, it’s extremely important that your on-page SEO is in place. Make sure you all of the content on your website is properly optimized for search. This includes keyword rich title tags, relevant meta descriptions, keyword density, optimized header tags, internal linking, and much more.

Technical SEO

While this may require assistance from a web developer, it’s important that your site is technically sound so that it can be properly crawled by Google. The easier it is for Google to crawl and understand your site, the more your website’s pages will be shown in Google’s search results. On the other hand, if your website is full of technical errors, your search rankings will almost certainly suffer. Some things to look for when performing a technical SEO audit are: 404 errors, missing/broken XML sitemaps, slow page load times, duplicate content, irrelevant/thin content, and more! Use a tool like Screaming Frog to identify some of these common issues.

Website Content Strategies

Frederic Lee

Creation of website content (articles, infographics, data visualization, and more) is an essential aspect of any search marketing strategy. The primary reason being that Google favors websites with fresh content. With this in mind, a strategy of continuous creation and publication of content is important for website visibility in Google’s search results. In addition to creating fresh content, here are three core strategies to get the most ROI in this content.

Traffic and Rankings Focused Content

Through careful keyword research with an emphasis on target long-tail variations of your core keywords, content can be created with the best opportunity to rank in the search results. Keyword clusters/pods can be established in order to streamline content creation and may cover many keyword opportunity areas surrounding a long-tail variation. Upon completion and distribution, this content may rank for competitive keywords and either bring in large quantities of industry traffic, or a lesser, more valuable flow of conversion-focused traffic.

Conversion Support Focused Content

Depending on your business goals, conversion support content have a goal of providing detailed information about your product/service and industry. This content is designed to speak directly to individuals in the sales funnel. Through paid and organic social distribution and careful placement on your website, these articles are designed to be a strong touchpoint in the sales process.

Social Signal Focused Content

A portion of the Google algorithm involves having positive social signals pointing towards your website and content. Articles and graphics can be created with this exact goal in mind. A detailed analysis of your target audience and how they interact on social network is a key first step. This content must give them a reason to share and engage. Upon publication, strategic social sharing and promotion can help kick start this content on Facebook, Twitter, LinkedIn and other relevant networks to your industry.

Creative Digital PR Strategies

George Bradley and Joseph Lapin

In the higher education industry, digital public relations is an important approach for any SEO strategy. Here at Circa, we believe that the faculty are one of a university’s greatest assets, yet in general, many higher ed marketing companies are not utilizing these key stakeholders. By leveraging traditional public relations strategies for the digital world, digital PR not only influences brand awareness and thought leadership for universities, but it also allows us to create high level media opportunities for our professors in publications such as the Washington Post, The Hill and HuffPost. Not only are the professors being placed here, but we are obtaining backlinks to our program pages. This directly influences organic traffic that leads to conversions and new students. In collaboration with on-page SEO elements, content marketing, and other link building strategies, digital PR helps bring prospective students to a university and serves as a significant contributor to a diverse link profile for an authoritative website.

Relationship Building

Professors and reporters/editors are the two key relationships that should be built as part of a higher education digital marketing strategy. By building trusting relationships with faculty, you are able to gain an understanding of their research and passions and also create opportunities that are specifically focused on their expertise. Relationships with reporters can also prove to be greatly beneficial. When you have a reporter who trusts you, they are far more likely to respond to your pitch and come to you for a quote from one of your faculty members.

Creative Pitch Writing

Pitching compelling story lines and sources are the crux of any PR strategy. In the higher education digital marketing space, we leverage the faculty expertise to write pitches that relate to current trending topics in the news. There are often four key components to a pitch, and these are the lead, call to action, unique value proposition, and conclusion. You can find more information on how to write these pitches here.

Stay on Top of the News

Having access to and critically understanding the latest news is imperative because you want to stay ahead of the curve. There are various ways to understand what is happening throughout the world, and you should consider each method to be as important as the next. Understanding stories in the newspaper and tying in our professors is the perfect way to begin the pitching process. All of this comes back to understanding your professors and the people working on relevant stories within the media.

Organic Social Media Marketing

Audrey Wills

In 2018, social media is an imperative part to any digital marketing strategy –– especially for higher education. To put the importance of social media marketing into context, take a look at the graph below. When the Pew Research Center began tracking social media usage in 2005, less than 8% of 18-49 year olds in America used at least one social platform. Today, over 75% of 18-49 year olds are active on at least one social media site, meaning social media is the optimal medium for reaching higher education’s target audience.

While the growth in social media usage is a good thing in the world of higher education digital marketing, this increased usage leads to users being inundated with ads and content marketing. So much so that at the beginning of 2018, Facebook changed its algorithm to prioritize content from user’s inner circles. Thus, making it even more difficult to get content in front of your target audience –– organically at least. So what tactics can you use to ensure you continue to reach your audience and boost enrollment? Let’s take a look.

Know Your Platform

As mentioned before, Facebook changed their algorithm in the beginning of 2018 to prioritize content from a user’s family and friends. This means that whenever you post content, whether it is on Facebook, Twitter, or Instagram, you need to post content that best suits that platform.

Facebook’s algorithm favors content that people want to engage with. Think: would I share this with my friends? Content that is made for Twitter should be concise, yet informational. Let your followers know what you’re sharing and why. Do some research and identify the most active hashtags for your industry and use them throughout your tweets to help increase your reach. When creating content for Instagram, think visuals first, and make sure you have an eye-catching graphic that will grab your follower’s attention and get them to stop scrolling.

Keep up-to-date on social media marketing by attending a conference: http://circaedu.com/hemj/13-higher-education-marketing-conferences-in-2018/  

Live Video

One tactic that all social media algorithm’s love is Live Video. Facebook, Instagram, and Twitter enable you to leverage live video to interact with prospective students. My favorite tactic for utilizing live video is hosting live Q&A info sessions to address general program FAQs and provide prospective students the opportunity to ask questions and receive answers in real-time. Hosting a series of Q&A info sessions that address different areas of your program. To give students a better feel for your program, have different team members host each session. Anyone from an alumni, a current student, a faculty member, or even dean are perfect candidates to provide their own perspective and create a connection with the prospective students.

Chatbots At Your Service

Social media has changed the way we all communicate, and chatbots are taking our new forms of communication one step further. Chatbots provide a modern way for students to get questions answered instantaneously. Implementing chatbots into your recruitment strategy can help your admissions team speed up the enrollment process by weeding out unqualified candidates, answering questions in seconds, not hours, and even following up with potential students to ensure they finish their applications before the enrollment deadline.

Circa Interactive is the premier digital marketing agency in higher education. Since opening in 2011, Circa Interactive has helped more than 60 degree programs increase lead flow, build brand awareness,and generate more students. To find out how our services could help your institution, please email clayton@circaedu.com. 

 

5 Tips for Writing Ad Copy in Facebook for Higher Education

I remember the days when you needed a “.edu” email address in order to set up a Facebook profile – heck, looking back on it, I remember the act of doing so almost as an indoctrination of myself into the university experience. Over the years, Facebook has evolved into so much more than a place for blossoming academics — it’s become a Social Media behemoth, a staple of our daily lives and a marketing utopia where, according to the New York Times in 2016, would-be students and non-students alike spend on average 50 minutes per day. The increasingly ubiquitous nature of Facebook is in part where the channel becomes so valuable to Higher Education marketers like myself.

The vision and specter of your ads across newsfeeds can be a make-or-break moment in the target user’s experience – it can facilitate a potable, attractive touchpoint for prospective students to consider and/or engage with your brand or degree program. Being a numbers kind of guy, ad copy creative tends to fall low on my totem pole of priorities – that’s why I keep this short list of imperatives taped to my desk.

  1. Know your target audience
  2. Use a strong call to action
  3. Use high-quality images, with as little/much text as required
  4. Use verbiage that transitions effectively between all placements
  5. Introduce Ad Variations, and prioritize relevancy score

 

1. Know your Target Audience

According to an article published by the Pew Research Center in 2016, “On a total population basis (accounting for Americans who do not use the internet at all)… 68% of all U.S. adults are Facebook users” – so it can be said that the chances are high, if you’re seeking prospective students, they are more likely than not to be found somewhere at some time on Facebook. After sculpting this user base into highly-targeted (and segmented) ad sets, always keep at the forefront of your mind who you are speaking to, and be sure to tailor your ads’ verbiage to your audience segments. Creating ads which resonate with specifically targeted individuals will foster a more genuine, personable user experience. It may even bolster your conversion rate and ultimately lead to a lower Cost per Lead metric, enabling greater lead volume within a static budget. High quality, personally relevant content (whether sponsored or organic) lays the foundation for the ultimate goal of student acquisition.

2. Use a Strong Call to Action

A strong call to action is so much more than merely a button you append to the bottom-right corner of your newsfeed ads. One could say that the entirety of the ad you’re creating is itself a “call to action”. After all, your objective is to inspire users to act toward your goal. In addition to tailoring your ads to your target users’ characteristics, this could also mean including a timeframe in order to instill a sense of urgency — such as adding enrollment/application deadlines to your ad copy. Do you have a lead form incentive on your ads’ landing page, such as a program brochure? If so, consider include verbiage that creates a thirst in the user to view that content — for example, “download a FREE brochure to learn more about this award-winning program”.

3. Use high-quality images, with as little/much text as required

Selecting the right image to serve up with your ads can have an enormous impact on click through rates on your ads. While it’s not essential to choose an image that’s visually representative of your product or service, in Higher Ed marketing I’ve noticed that images which feature a campus logo tend to produce more academically-geared results.

Text can also be a great eye-catcher, however you must be careful not to exceed Facebook’s text-to-image restrictions, or your ad may suffer the penalty of throttled impressions — or otherwise might be rejected by the Ads’ interface entirely. Facebook’s Text Overlay Tool is always a great last-stop for your ads’ images before they make their way onto the ads themselves.

Lastly, Facebook recommends an image size of 1,200 x 628 pixels as a best practice for most of its campaign goals – you can approximate this, but beware that your image will need to be cropped in order to fit the display of your ads. It’s also recommended to stay away from images that feature the particular shades of blue and white that comprise Facebook’s color scheme, as these ads can often be overlooked by users fatigued with scrolling through their newsfeed.

4. Use verbiage that transitions effectively between all placements

We live in a multi-device world, so fluency between devices is a must if you’re going to capitalize on user experience.”Keep it short and sweet” is the motto to keep in mind when creating ad copy that will transition seamlessly between placements. This maxim applies equally so within Facebook ads due to the inherent nature of “oCPM” bidding — an automatic ad placement feature where the Facebook API optimizes ad impressions across all of its placements to the maximum benefit of your Cost per Result. This feature relies on the Facebook pixel as well as a standard event (e.g. ‘Lead’) implementation, so you should make sure the pixel is firing correctly before you try it out.

I strongly recommend adhering to character limitations in order to create ads that will look good; no matter where they appear in the gamut of Facebook’s network. If you exceed these limitations you risk truncation, or worse, ads which appear incomplete or misleading. Keep it within these limits if you can:

  • Keep your ad’s headline (the bold title, just below your ad’s image) at 25 characters or less.
  • Your text (the introductory snippet above the ad image) should be limited to 90 characters wherever possible — anything more will be truncated, however the user may opt to “see more” if they so chose.
  • Use a link description that speaks to the landing page — but do not feature critical information in this portion of the ad, as it is strictly truncated on mobile (where the majority of your impression are likely to occur). Instead, opt to have this critical information in your text or headline.

5. Introduce Ad Variations, and prioritize relevancy score

A/B testing is a hallmark of high quality, results-driven marketers, and it should be an integral part of your PPC marketing strategy in Facebook as much as it is in any PPC channel. This means introducing new ad variations on a regular basis for each of your ongoing campaigns and respective ad sets.

Similar to Google’s “Quality Score” metric, which the AdWords system uses to factor ad rank in PPC search results, Facebook holds a similar metric of its own: Relevancy Score. According to Facebook’s documentation, “The more relevant an ad is to its audience, the better it’s likely to perform. Ad relevance score makes it easier for you to understand how your ad resonates with your audience.” Do not be deterred if your ads start out with a low relevancy score — it is not unusual for ads that begin with a 1 or 2 relevancy score to blossom over time into higher relevancy scores are user engagement becomes stronger. Nonetheless, over time, unless performance metrics indicate otherwise (e.g. high lead volume, at a favorable cost per lead), you should consider eliminating ads within any ad set that lag significantly behind their peers.

Leveraging these 5 tips is a surefire way to boost performance in your Facebook Ads. Don’t see one of your go-to tricks listed above? Feel free to list it in the comments below!

 

Andrew croppedA graduate of the University of California, Andrew is our analytics and paid search team lead. He is both Google Analytics and AdWords certified. With an ROI-focused and problem-solving approach, he researches, plans, and manages our clients’ PPC campaigns.

PPC Tips & Tricks: Facebook’s Lookalike Audiences

Facebook is an incredibly powerful platform, where marketers can seek and engage new prospects across a variety of business goals (purchases, lead generation, awareness, etc.). As I’ve said before, the channel is an indispensable asset for generating prospective student leads to the degree programs we market.

Beyond the vanilla demographic targeting options available (Interests, Fields of Study, remarketing, etc.), wrapped within custom audiences, there lies an enormous bastion of advertising potential. This is the second part of my series dedicated to Facebook’s Custom Audiences, and today’s post examines Lookalike Audiences – a feature that is undoubtedly one of the greatest tools the channel holds in its arsenal. Here’s a bit of info:

Custom Audiences Beget Lookalike Audiences

Although powered by data from Facebook’s trusted third-party partners Acxiom, Datalogix, and Epsilon, Lookalike Audiences must have a source to mimic in order to inform the amalgamation of a viable target audience. If third-party data partners are the fuel, then Custom Audiences are the engine of this vehicle. Traditionally, Lookalike Audiences are cloned from one of these 3 sources: Custom Audiences (Customer Lists: email addresses, phone numbers or mobile advertiser IDs, Website Traffic, App Activity, or Engagements), Conversion Tracking Pixels, and Facebook Pages; of these options, I have found Email Lists and Conversion Pixels both to be viable resources for spawning a killer Lookalike Audience.

The more data, the better…to a point

Screen Shot 2016-07-21 at 2.44.56 PMAccording to Facebook, “The optimal source [for creating a lookalike audience] is 10,000 to 50,000 people”; however, it also notes “Lookalike Audience performance declines when it’s based on a source of over 50,000 people.” If acquiring an email list of this magnitude is not feasible – don’t fret! “The most important aspect of a source is that it is made up of high value customers” – and I’ve seen exceptional results from lists as small as 1,000 high-quality users.

Lookalike Audiences are HUGE

That list size of 1,000 to 5,000 users? It’s about to seem really, really tiny. Get ready to reach a vast amount of users across Facebook’s placement options (Desktop, Mobile, Instagram, etc.) – and that’s still while only leveraging the highest degree of similarity Lookalikes can be set at. If Customer Lists are David, then Lookalikes are at least ten Goliaths.

In the penultimate step of Lookalike creation (which we’ll cover next), remember, “when choosing the size of your audience… smaller audiences more closely match your source audience. A larger audience increases your potential reach, but reduces the level of similarity to your source audience.”

So, let’s walk through creating a Lookalike Audience:

Custom Audiences HEMJ 1

With a Custom Audience (or Conversion pixel) already in mind, navigate to the ‘audience’ section of your business manager and select Create Audience > Lookalike Audience. A light-box will appear, prompting you to ‘create a lookalike audience’:

Custom Audiences HEMJ 2

Click on the Source entry field and you will find a myriad of your saved Audiences available to choose from. Next, select a Country to target.

Custom Audiences HEMJ 3Finally, select an Audience Size; this is where you will decide the degree of similarity between your source audience and the resulting Lookalike. As illustrated in the graphic below, “Audience size ranges from 1% to 10% of the total population in the country you choose, with 1% being those who most closely match your source.”

I prefer to begin with a one percent Lookalike (the highest degree of similarity). When performance of that segment starts to ebb, I then begin to spiral out towards three percent — although I haven’t dared go beyond this degree of dissimilarity, my Paid Search teammates have gauged success in as large as a four percent Lookalike audience.

Quick tip: it’s a good idea in managing concurrent Lookalike segments to sidestep intra-account competition by excluding Lookalikes of the same kind (source) from their peers (e.g. excluding the one percent Pixel Lookalike Audience from your two percent Pixel Lookalike Audience); this can be managed on the ad set level. Furthermore, if you proceed beyond two percent in defining your Lookalike’s size, it may also be a good idea to narrow your audience by implementing cross-targeting (see “How does detailed targeting work” under Facebook’s Targeting Basics); here I like to start with Facebook’s old glory, Interests.

Have you tried Lookalike Audiences? Let us know your thoughts!

Andrew croppedA graduate of the University of California, Andrew is our analytics and paid search team lead. He is both Google Analytics and AdWords certified. With an ROI-focused and problem-solving approach, he researches, plans, and manages our clients’ PPC campaigns.

 

Next time on Facebook Ads Tips & Tricks: Boosted Posts vs. Newsfeed Ads – which is the right fit?

 

 

A Guide to Understanding Audiences and Creating Personas in Higher Education

First developed in the 80’s by Alan Cooper, a software engineer, audience personas have become a key element to any successful design program or marketing strategy. Initially created to understand how different groups of people use software, personas have evolved to help marketing and advertising professionals target very specific groups of people to deliver the messaging and content they want, expect and respond to.

In the world of higher education, it’s more important than ever to have a clear understanding of who your target audience is and what makes them tick. Competition is as fierce as ever and budget dollars are often hard to come by, so if you want an immediate competitive advantage and a way to run more efficient and effective campaigns, you must know exactly who it is that you’re marketing to. This short guide will help you get started on identifying your target audience, understanding what’s most important to them and leveraging that information to improve your marketing efforts. You’ll be able to use what you learn through this post to:

  • Inform market and prospective student strategies
  • Inform ad messaging and help to establish a common language with target audiences
  • Inform future marketing and sales strategies
  • Inform visual elements of marketing and web design
  • Create audience personas

Initial questions to ask and why

As you begin the audience exploration process, gather three to four key stakeholders to begin crafting probing questions to lead the audience discussion. Marketing, admissions, student services and an engaged faculty member comprise an ideal group of individuals to help achieve this. Each department will provide valuable insight and differing perspectives that will ensure your discussion is well-rounded and thorough.

While some of the questions you need to ask may be specific to the niche or degree area, there are tried and true questions that will help accomplish your goals no matter the program or department you’re working in. Here are eight questions to get you started:

  • What are their problems, pains, and challenges?
  • What is important to them in their personal and professional lives?
  • How do they consume information?
  • Are they active in social networks?
  • Have they previously interacted with your institution?
  • Who or what influences their decisions?
  • What sorts of images and information appeal to them?
  • Do they have the desire, authority and ability to take action?

Some of the answers for these questions may be obvious, but make sure to open up each one for discussion with your group of stakeholders. Each individual will provide a unique vantage point from different sides of your institution, and you’ll most likely find that each question will still receive slightly different answers depending on the stakeholder.

Taking it a step further

To validate or expand what you learn during the initial probing exercise, additional research is required to solidify target audiences and personas. Here are seven ideas to get you started:

  • Analyze your CRM (customer relationship management) platform or Student Information System, such as Banner.
  • Take a look at competitors and similar degree programs – what is their strategy for messaging and imagery? Can you identify who their target audience and demographics are? What can you learn from them?
  • Check magazine editorial calendars in your industry for upcoming topics that signal areas of interest to their readers and your audiences.
  • Conduct surveys, focus groups, and one-on-one conversations.
  • Monitor and participate in social networks.
  • Read industry publications, blogs, and analyst reports.
  • Run a keyword analysis and Google Trends report for relevant topics.

Putting it all together

Armed with deep insight into your audience, it’s time to consolidate the information you’ve extracted to create a handful of very specific personas consisting of no more than five or six. A word of caution: you want to avoid creating more than a handful of personas as your targeting will lack focus and defeat the purpose of the exercise. If you aren’t able to boil your audience down to five or six personas, you’ll need to rinse, repeat and ask more questions until you’ve dug deep enough to get a true sense of who your audiences are. Remember these are audience themes, not specific people. Personas are representative of a group of people within your audience, not one specific individual per se.

Once you’ve identified your personas, it’s time to put them into action. At this point, you should have a well-rounded view of who you audiences are, the content they crave, the messages that resonate with them, what they dislike and what incentives will propel them to take action. You know how old they are, where they work, where they live, their education level, what they do in their free time and what’s most important to them. This information is especially useful when creating social pay-per-click (PPC) campaigns as you would in Facebook, for example. When marketing on Facebook or LinkedIn, segmentation is key, and with detailed persona data this process becomes much easier and significantly more effective than the typical guesswork required without them.

When building out your personas, consider this template as an example:

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Courtesy The Buyer Persona Institute

Key takeaways:

  • Personas will inform all areas of your business and are the foundation to any and all marketing efforts.
  • Involve multiple stakeholders in various areas of your institution to truly be effective in the brainstorming process.
  • Personas are generalizations of your target audience, not specific people. Use them to inform messaging, images and marketing strategies, not direct marketing.
  • Be sure to share your audience and persona findings with each department, as it could also be used to improve their services. For example, student services may leverage this to produce support systems that will help with retention.
  • Marketing on Facebook or LinkedIn? Personas are key. Use them to help carve out very specific audience segments and deliver highly personalized messaging.

 

DSC_0048 reduced 2Clayton Dean is an enrollment management, digital marketing, and business operations expert, leading Circa Interactive’s growth, development, and day-to-day operations. Clayton has successfully assisted dozens of institutions in developing, marketing, and launching degree programs from the ground up. Connect with Clayton on Twitter @circaclayton.

 

How Google’s Removal of Right-Side Ads Affects Higher Education PPC Marketing

On February 22nd, Google rolled out one of the biggest changes to its search engine results page (SERP) by taking out right-side ads and adding an extra 4th position above the proverbial fold line and three ads at the bottom of the page after the organic search results. This was a major change in higher education PPC. With the exception of Product Listing Ads (PLAs) and Knowledge Panel Ads, the right side of the SERP will be completely void of text ads, which lends well to e-commerce businesses since it gives them exclusive access to the now hands-off real estate. 

To the majority of the PPC community, this update cued the onslaught of widespread panic with the speculation of higher CPCs, increased competition, and the squeezing out of SMBs to companies with bigger advertising budgets. So what will happen to visibility? How much more budget will be needed to stay above the fold? CTR? Conversion Rate? More importantly to us, what does this mean for higher education digital marketers and how will this affect our programs’ performance?

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Now that it’s two months past, we finally have some well formulated insights from our internal data and higher education PPC, and they quickly put to rest the reverberating voices of panic and anxiety. We can wipe the sweat from our brows because this change actually works in our favor!

Let’s take a deeper dive:

Parameters of our analysis:

  1. Data acquired are from 12/22-2/22 vs. 2/23-4/22
  2. Google Search Network only
  3. Includes 19 programs

final

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Before the update, 64% of our ads were amongst the top 3 positions, and 36% were right side ads with no more than 15% going past the 4th position. After the update with the addition of one more top position, the number of our ads that are now above the fold rose to 83%. What’s interesting to note here is that the update essentially moved up 19% of our right-side ads to the top 4th position since most of them were previously wavering before and after the fold line, averaging between the 3rd and 4th positions. The update was the extra push we needed to convert more of our ads to the top positions without actually having to increase bids by much at all.

Now you’re probably thinking that regardless of 19% of our ads moving up to the top 4 positions, performance will still suffer since 17% of our ads are now pushed to the bottom where visibility is less than that of being on the right side. While you and most marketers are right to think that, most of our ads past the 4th position weren’t doing as well to begin with and now that more of them are in the coveted top positions, we reap the extra benefits that outweigh the negatives.

Let’s take a more granular look at each of our programs’ performance and spend metrics to support my previous statements:

Screen Shot 2016-05-09 at 4.10.04 PMComparing performance metrics from two months before and after the update, our CTR rose by 6.59% with a 4.70% decrease in CPC. This comes as no surprise since right side ads historically did not perform as well as our top placing ads. In marketing higher education, some of our Key Performance Indicators (KPIs) include Cost-Per-Lead (CPL) and the Conversion Rate (CVR). As you can see across the board, our KPIs have improved with a 3.3% decrease in CPL and a 2.3% increase in CVR. Again, with the higher average positions and increased visibility on the SERP, it comes to no surprise that our spend metrics have also improved. Not to mention that our quality scores will most likely increase in the long-run.

It would be naive to think that this update had nothing to do with Google’s bottom line, but whichever way you slice it, it’s looking to be beneficial for many other PPC marketers as well as for Circa Interactive here on the higher education side. With an increased emphasis on Highly Commercial Queries, newly formatted ad extensions, and a less cluttered SERP, it’s a win-win for advertisers and search users alike.

Helen Koh HeadshotHelen Koh recently joined the Circa team bringing digital marketing competencies that include creating and managing PPC campaigns for optimal ROI, experience with various SEM analytical tools, and creative processes of pursuing marketing avenues within higher education. She is currently a senior at University of California at San Diego with business consulting and marketing experience from multiple on-campus projects and organizations.

Improving Your Facebook PPC Results with Remarketing

Facebook Ads have proven to be an indispensable asset for generating prospective student leads to the degree programs we market. I can’t imagine how different my duties would be without it, or how much more difficult it would be to achieve my goals without the relatively miniscule cost-per-click metric this channel affords, and likewise without the correspondingly low cost-per-lead results it produces.

However, it’s always important to figure out ways to provide even more value to your clients while reducing ad spend. So, education marketers, are you trying to bolster your Facebook PPC results? Custom Audiences, a user-based approach to targeting in Facebook, provides a myriad of ways to scale your lead volume while enhancing your presence within this essential marketing channel. This is the first part of my series dedicated to Facebook’s Custom Audiences—today we’re going to tackle remarketing.

Facebook PPC and Remarketing

Remarketing is a PPC marketing method, which helps you reach users who have visited your website in the recent past. Experience has proven it to be a cost-effective way to generate a handful of leads at a favorable CPL.

Though not immediately accessible from the traditional suite of demographic targeting that Facebook provides on its ad set level (e.g. Job Titles, Fields of Study, Interests, etc.), remarketing to your website visitors is quite feasible within Facebook Ads. It’s essential to have the Facebook Pixel properly implemented – if you need a quick reminder on how to do this, please reference Tip #1 of my previous article, “7 Tips for Maximizing Facebook Ad Performance.”

While viewing the ads manager interface, navigate to “Tools” and select Audiences.

HEMJ 1




HEMJ 8

 

 

 

 

Next, from the “Create Audience” tab, select Custom Audience.

HEMJ 2

 

To create an audience for remarketing, you’ll want to select Website Traffic.

HEMJ 3

Upon selecting Website Traffic, you will specify the requirements for users to be included in the remarketing list. There is a host of options available (pictured in the image below) – I prefer Custom Combination, as it immediately affords the option to exclude users that have previously converted (albeit this only works if you use a dedicated URL to track conversions).

HEMJ 4

HEMJ 5

Once you’re done specifying which URLs to include/exclude, name and save your audience. The list will now be available for targeting under the “Custom Audiences” section of your ad set settings.

If you do not use a dedicated URL (such as a ‘thank you’ page) to track conversions, after naming your first audience you will need to create a separate custom audience of previous “converters”; in order to exclude them from your retargeting initiatives. To create this audience from the Ads Manager interface, navigate back to Tools > Audiences > Create Audience, and select Customer List.

HEMJ 6

 

 

Facebook accepts email addresses, phone numbers or Facebook user IDs in order to populate lists into a custom audience. I prefer to copy and paste email addresses from our CRM, as it leaves little room for hiccups due to formatting differences. Once your list is complete, generate, name and save your audience.

HEMJ 7

 

 

 

 

 

 

 

 

When specifying your audience within your ad set for remarketing, under “Custom Audiences” select to include your new remarketing list, and to exclude your list of prior converters. The end result should look something like this:

HEMJ 9

 

 

 

That’s it! Ads that are active under this ad set will now reach former website visitors on Facebook whom have not yet converted. You can expect to see a handful of cost-effective leads trickle through under this new strategy.

The value of remarketing is immense. Not only is it a cost-effective strategy for higher education marketers who wish to generate leads below their goal CPL, but the inherently low CPL remarketing produces affords us opportunities to pursue additional, high quality leads in other areas without sacrificing our budget. It should be considered a fundamental asset of your PPC marketing mix.

 

Andrew croppedA graduate of the University of California, Andrew is our analytics and paid search team lead. He is both Google Analytics and AdWords certified. With an ROI-focused and problem-solving approach, he researches, plans, and manages our clients’ PPC campaigns.

 

Next time on Facebook Ads Tips & Tricks: Lookalike Audiences

7 Tips for Maximizing Facebook Ad Performance

In the realm of social media marketing, Facebook Ads is a real powerhouse for accelerating towards your PPC goals. Here are seven best practices you can use to maximize the enormous potential this platform holds.

Tip 1: The Importance of the Facebook Pixel

Establishing conversion tracking via the Facebook pixel is not only important for the purpose of measuring your goals, but it also informs one of my favorite resources in Facebook Ads – Custom Audiences (more on that later). The pixel also enhances the insights you gather from the ads manager interface, where you can now compare performance metrics against your objective and leverage this data to inform optimization and maximize results. Facebook has a plethora of comprehensive setup and implementation guides. Here are the basics you should cover:

  1. Create the Facebook Pixel
  2. Install and Verify your Pixel

If you’re comfortable editing and maintaining the code of your website, it’s feasible for you to accomplish these steps without the assistance of a developer. However, if web development is far from your expertise, never hesitate to enlist the help of a qualified developer. Apart from implementing the pixel on your landing page (or website), your developer can help tweak the Facebook pixel to suit your individual tracking needs.

Tip 2: Troubleshooting – Use Facebook’s Pixel Helper

Whether you’re outsourcing pixel implementation or handling it yourself, I highly recommend using Facebook’s Pixel Helper – a chrome browser extension, which can be found here – to help with the troubleshooting process. The tool automatically browses your website for code that looks like the Facebook marketing pixel, and if it doesn’t load correctly, then it will recommend some likely causes and elucidate possible solutions.

Tip 3: Use Power Editor

Just as important as proper conversion tracking is the Facebook Power Editor – an indispensable tool for managing and nourishing an account (or multiple accounts) as it grows in size and complexity. The Power Editor’s utility for timesaving on major tasks becomes clearer the more you use it. Use it to download the entirety of your account and view it from any of its foundational levels. Use it to upload bulk edits and make dozens of modifications to your account in a single click. Use it to enable Instagram Ads and further your initiatives’ reach. Tired of the time-consuming task of creating new campaigns from scratch? Duplicate an existing campaign (or ad set) instead. This will preserve the structure of all components within the duplicated branch. Keep in mind that while this saves time, you still will need to alter the names of its internal components (Campaign, Ad Set, Ads), as well as modify each new ad set’s target audience. If you’re using URL parameters (e.g. utm_source, utm_medium, utm_campaign), remember that ad URLs are likewise preserved during the duplication process and will also need to be modified.

Tip 4: Different Images + Duplicate Copy = Many Ads

A recent study conducted by Consumer Acquisition confirms: “images are responsible for 75-90% of ad performance.” In other words, when it comes to Facebook, don’t jump to testing various copy syntaxes for improving user engagement – images are where it really counts. Furthermore, testing multiple images against a single audience, with identical verbiage for each ad, is an effective strategy for discovering which ads (and ad images) will deliver the best results for you. It’s a good rule of thumb to run at least 4 ads simultaneously, each with a unique image. The process of creating many multiple ads per audience is also a great opportunity to explore the utility of the Power Editor.

Another note regarding ad images: Facebook requires that all text (including logos) must take up no more than 20% of the total ad real estate. For this, I recommend using Facebook’s Grid Tool to ensure your ads are not rejected in lieu of this peculiar rule.

Tip 5: Split-test CPC Bidding vs. Optimizing for your Campaign Objective (aka “oCPM”):

This feature relies on the Facebook pixel – so make sure the pixel is firing correctly before you try it out. Within the Ad Set level, under “Budget & Schedule,” you have the option to optimize ad delivery for your campaign objective. Facebook uses its internal algorithm to determine which users are more likely to complete the specific action outlined by your campaign’s objective (so be sure to set your campaigns’ objective to “website conversions”) and then charges you by every 1k impressions. To test this strategy, simply duplicate the ad set (using Power Editor) and alter this setting within the new ad set’s bidding section.

Tip 6: Organization is Key: Structure Your Account According to Segment Type

Establishing a universal structure, complete with naming conventions for the components of your campaigns, is a good way to streamline processes and tidy up your account. Before embarking on this task, be sure to outline a list of your prospective/current students’ characteristics according to these targeting options (demographics) available in the Facebook Ads interface: Fields of Study (which can be found under “Education”), Job Titles (under “Work”), Interests (listed by default under Ad Set > Targeting), and Groups/Associations (which can be actively searched through the “Interests” demographic).

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For example, if I’m marketing a master’s of science in health informatics, I’ll have a campaign labeled “MSHI – FOS” (“Fields of Study), with individual ad sets for various graduates whose area of study is a logical precedent to the MSHI degree (e.g. Health Informatics, Nursing, Pharmacy, Public Health, etc.). Keep in mind that each ad set should contain at least four ads with different images.

Tip 7: Segment, Sub-segment; Segment the Sub-segments

Whenever you’re faced with a particularly large audience in any of your ad sets, or just trying to improve the performance of an existing segment, it never hurts to find ways to break an audience down and test its various components against one another. Best practices indicate starting bland before moving on to more advanced segmentation options, such as Facebook’s new AND/OR feature (whereby you can indicate that the target audience must satisfy multiple demographic options, rather than the “any of the above” setting which is default). Here’s a good place to begin your segmentation – by Device/Gender:

  1. Copy any ad set with a large audience in Power Editor, so that there are now 4 duplicates.
  2. Add to the names of each duplicate ad set:
    • Desktop – Male
    • Desktop – Female
    • Mobile – Male
    • Mobile – Female
  3. Change the targeting options in each of the ad sets to apply these targeting parameters to their foundational audience.
  4. Measure results.

Still not satisfied with your results? Segment further! Try segmenting by industry, geography, or any of Facebook’s available demographics. What’s more, with Facebook’s new AND/OR targeting feature, you can segment the audience you’re already targeting without using any additional demographics.

Leveraging these 7 tips and tricks is a surefire way to boost performance in your account. Don’t see one of your go-to tricks listed above? Feel free to list it in the comments below!

Andrew croppedA graduate of the University of California, Andrew is our analytics and paid search team lead. He is both Google Analytics and AdWords certified. With an ROI-focused and problem-solving approach, he researches, plans, and manages our clients’ PPC campaigns.

Next Blog Post: “Facebook Ads: Custom Audiences”