How To Use Facebook Advertising For Student Recruitment

BLOG POST

BLOG POST
December 2013

Facebook advertising is a great tool, with plenty of advertising options depending on who you want to target.

BLOG POST

How To Use Facebook Advertising For Student Recruitment

With billions of people accessing and using Facebook throughout the world, it has become a global phenomenon. Today it is rare to find someone that doesn’t have a personal Facebook account.  With the chance to reach so many more people than was possible years ago, it is no wonder so many businesses have joined the Facebook community. Universities too can benefit from using Facebook since the majority of students and young adults are likely to have Facebook accounts. While many University Facebook pages are used to interact with existing student communities keeping them up to date with current goings on, they can also be used to boost student recruitment. Prospective students are now able to find out more about universities without taking several trips to the campus. So how you present your university is critical!

 

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Facebook advertising is a great tool, with plenty of advertising options depending on who you want to target. There are many different forms of Facebook ads which could be useful to you. At Touchpoint Digital, we have plenty of experience using these ads formats, and we can help you set up the best Facebook advertising campaign for your University.

Facebook ads can be distinguished as sponsored stories, page post ads and promoted posts. Sponsored stories appear when Facebook friends have interacted with a brand, whereas page post ads originate as posts on a fan page but can be shown to anyone on Facebook. Promoted posts are page posts that get additional reach amongst fans and friends, but do not reach beyond those limits. In our experience, page post ads work better as they are part of a user’s news feed and reach a higher number of people. At Touchpoint Digital we work mostly with page post ads.  These ads can link to a Facebook page or direct to your University website.

Ads displayed in the right column of a news feed aren’t as successful because they are smaller and aren’t as noticeable. Think about it, how much time do you spend looking at these ads on your Facebook newsfeed?  .

Facebook also has many advanced features for creating ads so that you can target your audience in many specific ways. For example, if you want to advertise a certain degree course you can target individuals based on those that show interests in that subject. You can also target the ad based on location, gender, education, connections and age. For undergrad degree courses age should probably be targeted toward 17-24s with A-levels or equivalent, or if you want to target mature students an older age bracket would be more useful. If you want to target international students you can select locations outside of the UK. Connections allow you to target individuals that are connected to pages or groups which demonstrate their interests.  The more targeted you make the ad, the better your results are likely to be. Keep in mind that promoted posts cannot be interest or category-targeted.

A benefit to Facebook advertising is that you can create multiple ads within the same campaign, allowing you to try out different ad formats. You can preview the advert while making it and view the reports Facebook generates to see how well the ad has performed. From these reports you can see how many people viewed the advert, clicked it and liked your page.

With the large student base that use Facebook this is a worthwhile investment that can help boost your student numbers. For more information on Facebook Advertising and how it can help your University boost its student numbers, please get in touch.

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