1. Optimize your social media creatives
Image Ad Carousel Ad Video Ad
2. Concise and engaging ad text
3. Understand your target audience and geography
Audiences & Creatives
Do you have a program-focused or institution-focused campaign? That makes a difference in what types of creatives you should send.
My campaign is about drawing interest to my institution:
My campaign is about drawing interest to specific programs:
These ads offer tailored program options for students who are interested in studying in a specific discipline.
If you don’t have a range of programs within a specific discipline to promote, we would still recommend you do a carousel to feature similar categories. For example:, Finance, Management, and Marketing, rather than Business, History, and Fashion.
Please note that while the vast majority of programs are fine to promote, Meta has restrictions on what can be promoted on its platform and, very occasionally, this can mean campaigns are rejected. If this happens, we will of course promote other content for you.
Especially if it's a traffic campaign, the landing page should ideally be designed so it is attractive to those who are new to your school; people who have likely just heard about your school. If you are aiming to capture leads, we would recommend removing link outs and a lead form that is prominent on the page, with not so many fields for people to fill in. For example, five to ten fields.
Branding is very important. We recommending your branding is very bold and incorporates school colors. A few examples of aspects of a landing page can work well (especially if they are not already included in the Retargeting campaign) are embedded YouTube videos and testimonials from students/graduates.
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