Facebook & Instagram Ads for Schools: Building for Success After the Apple iOS 14 Update
•
0 j'aime•309 vues
In this webinar, participants will learn how the iOS update has impacted the targeting and measurement of Facebook Ads, and we'll share our team’s 3 key ingredients for successful campaigns.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Facebook & Instagram Ads for Schools: Building for Success After the Apple iOS 14 Update
Similaire à Facebook & Instagram Ads for Schools: Building for Success After the Apple iOS 14 Update (20)
Plus de Higher Education Marketing
Plus de Higher Education Marketing (20)
Dernier
Dernier (20)
Facebook & Instagram Ads for Schools: Building for Success After the Apple iOS 14 Update
- 1. Facebook & Instagram Ads for Schools: Building for Success After the Apple iOS 14 Update
- 2. Today’s Presentation Facebook & Instagram Advertising in 2021-22 The iOS 14 Update and how it Changes Things Facebook’s Response 3 Ingredients of Successful Facebook Ads
- 3. Are you familiar with the iOS Update and its impact on Facebook Advertising ? Very familiar Aware of it, but not sure what it means This is new to me Poll #1
- 4. What Has Changed in Digital Advertising • The world is on the move again • All schools ‘went digital’ during COVID • More schools are into digital ads today • An extremely competitive marketplace • Avg. CPM in Facebook Ads 30% … and then ….
- 5. Apple iPhone Software Update Allows User to Opt-Out iOS 14 Update September 16, 2021
- 6. Apple iPhone Software Update Allows Users to Opt-Out
- 7. What Apple’s Update Means to Mobile Advertising
- 8. Facebook’s New Ad Rulebook Audience Targeting & Reporting is Limited 8 Conversion Events Per Domain Reduced Tracking Window Verify Your Domain
- 9. Facebook’s New Ad Rulebook WEBSITE Tracking Multiple Events AUDIENCE Counting Every App User TIME Passed Since Users Saw Our Ad BEFORE: Facebook could track limitless data. Therefore provided Precise targeting. AFTER: The iPhone “opt-out” limits all data categories. Facebook is adding controls which focuses the data it reads. This allows them to apply Statistical Modeling to best target ads under these new restrictions.
- 10. Mitigation Steps - Add Domain Add Your School’s Domain on Facebook Business Manager
- 11. Mitigation Steps - Add Domain
- 12. Mitigation Steps - Verify Domain Add a DNS TXT entry to your DNS record to confirm that you own the domain Upload an HTML file provided by Facebook to your web directory and confirm domain ownership in Business Manager. Add a meta tag to the <head> section of your domain home page https://developers.facebook.com/docs/sharing/domain-verification/verifying-your-domain/ Steps to be Done on Your Website
- 13. Mitigation Steps - Verify Your Domain www. college.edu www. college.edu ContEd. college.edu Grad. college.edu UnderGrad. college.edu
- 14. Define Your Conversion Events Source: Medium
- 15. Define Your Conversion Events Source: Medium Page View Lead Add Payment Info Initiate Checkout Signup Events set on this account: Purchase
- 16. Define Your Conversion Events Facebook is now set to allow tracking of 8 Events. Event Example: - Filling out the form - “Get the Brochure” Other Events could be: - Subscribe - Contact Us - Page View
- 17. Define Your Conversion Events
- 18. Define Your Conversion Events
- 19. Do you set up and track Pixel Events in your Facebook advertising? Yes, I do it myself I don’t know ... or don’t think so Poll #2 A member of our team or an agency does this for us
- 20. Default Attribution Window Changes Pre-update Default Available Settings 28 day click 7 day view 28 day view Post-update Default Available Settings 7 day click 7-day click and 1-day view 1-day click and 1-day view 1 day click 1 day click 7 day click 1 day view
- 21. Attribution Window YOUR SCHOOL User Sees your ad on Facebook and either Views it or Clicks Goes to your website and clicks “Inquire” You are able to attribute that “Inquiry” to the Facebook Ad 1-day or 7-days later
- 22. Identify New Optimization Strategies Less Reporting and Tracking Fewer Campaign Management Options New Strategy
- 23. 3 Ingredients to Successful Facebook Campaigns
- 24. 3 Ingredients to Successful Facebook Campaigns 1. Targeting and Testing
- 25. Establish a Persona You Want to Target The Lifelong Learner Background • May be either male or female; Age 25- 35 • Bachelor's or 2-year degree; Employed Motivations • Feels they have not reached professional potential; seeks better job • Sees value in adding credentials in those in-demand skill categories Concerns • Nervous about taking on workload of night class + day job • Worried that cost may reduce her options
- 26. Test Different Targeting Options Target by Interest ● Behaviours ● Education Level ● Job Titles ● Subject Category
- 27. Test Different Targeting Options Use Lookalike Audiences Based on people that interact with your page OR current students, leads… Use Remarketing Based on those who visited your Website or a Landing Page
- 28. Analyze Your Ads Reporting
- 29. 3 Ingredients to Successful Facebook Campaigns 1. Targeting and Testing 2. Compelling Creative
- 30. Customize Creative to Placement
- 31. Optimize Image and Design
- 33. 3 Ingredients to Successful Facebook Campaigns 1. Targeting and Testing 2. Compelling Creative 3. Ad Placements that Convert
- 35. Try Different Placements Different placements can deliver different results. Business Management Program Ad
- 36. Analyze Your Ads Reporting
- 37. Takeaways • Marketplace is more competitive and cost per impression has risen 30% • Apple’s iOS 14 update allows users to opt out of ads tracking you • Facebook’s response means... ○ Aggregated Event-based Measurement (Max 8) ○ Tracking only lasts 7 days after a click & 1 day after a view • 3 Ingredients to Successful Facebook Ads in this new Reality 1. Use Facebook’s Target Tools to Zero in on Our Ideal Student 2. Stand out with Compelling Creative 3. Choose Placements That Convert
- 38. What is your comfort level now in social media advertising under the iOS update? I’m ready! Not comfortable, still unclear Poll #3 More comfortable now, I’ll give it a try
- 39. Your Free Social Media Ads Consultation
- 40. Free Resources eBook Chapter Paid Advertising in 2021 Campaign Planner
- 41. Your Free Social Media Ads Consultation Archie Pollock Regional Manager Europe/UK Tel: +44 795 797 4939 archie@higher-education-marketing.com Francois Derouet fderouet@higher-education-marketing.com European Client Representative Tel: +33 66209 2522 Chris Dargiewicz chris@higher-education-marketing.com European Client Representative Tel: +48 600 554 333
- 42. Your Free Social Media Ads Consultation Scott Cross North America Regional Manager 514-312-3968 x 117 scross@higher-education-marketing.com Lara Chuang North America Client Representative 514-312-3968 x 115 lara@higher-education-marketing.com
- 43. Tell Us What You Think! A quick survey will launch after the webinar ends, with questions to help us improve your experience. We appreciate your feedback!
- 44. Apple iPhone Software Update Allows Users to Opt-Out