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How to run Facebook ads for higher education

How to run Facebook Ads for higher education

Most schools around the world are now using online learning, and because of this, there’s a big increase in education-related digital ads this year. Using Facebook ads can really help colleges and universities draw in new students.

This isn’t a brand-new idea in education. Education has always aimed to meet each student’s specific needs. Teachers focus on what they teach and why it matters to the students, which is why marketing that attracts students, known as inbound marketing, is becoming popular in education.

With the right methods, schools can reach a lot of people and find students who are really interested. In this guide, we’ll talk about the best Facebook ads for higher education and share some tips to help you make the most of your ad campaigns. For instance, using industry-specific, automated data bridges.

Types of Facebook ads for higher education

Almost every school or college has a social media page now. Some might not be very active, but most are very useful for the school, the students, and anyone interested in joining.

These channels provide important information about the school. Current students can check out courses, schedules, and events on the website via the info they find on Meta platforms.

Prospective students can find all the information they need too. This makes it a great tool for education marketing.

When it comes to Facebook ads for higher education, some ad types are more effective than others. 

Here are three of the best options:

1. Lead ads across Meta technologies

Facebook lead ads are perfect for capturing student information without them leaving the platform. These ads come with a pre-filled form, which makes it easy for prospective students to submit their details.

For higher education institutions, this means you can collect leads’ contact information, interests, and other relevant data seamlessly.

Why use lead ads?

  • They are easy to set up and customize.
  • They offer higher conversion rates due to the simplicity and convenience for users. Especially when it comes down to costs vs. conversions.
  • Lead ads directly integrate with CRMs through Meta Business Partners like LeadsBridge to automate data management and follow-ups.

Speaking of ad costs, here’s everything you need to know about how much you need to spend on your Facebook ads. 

Take a look at this perfect higher education Facebook ad by King’s College London.

Wondering how to collect high quality student leads with lead generation ads? Here’s how!

2. Video ads

Facebook ads can be made with a variety of formats, including video ads, to find the perfect campaign-creative fit.

Video ads are particularly engaging, with 78% of marketers stating that they could increase sales using video ads.

Higher education Facebook ads can be effective in showcasing the campus experience, student testimonials, and academic programs. Videos can tell a story and connect emotionally with prospective students, which is an inseparable part of the decision-making process.

Why use video ads?

  • Video ads have high engagement rates.
  • They let you convey a lot of information quickly.
  • Mobile users often prefer watching videos over reading text.

Here’s an example of a video Facebook ad for higher education by Taylor’s College.

It offers an exciting scholarship as an incentive, along with a video to get the attention of its audience.

Carousel ads allow you to display multiple images or videos in a single ad, each with its own link. This format is perfect for highlighting various aspects of your institution. It could be different programs placed side by side, showing off your campus facilities, or telling success stories of alumni.

Why use carousel ads?

  • They are versatile and attractive.
  • Carousel ads provide an encyclopedic view of what your institution offers.
  • They can encourage users to interact with multiple elements of the ad.

Check out this example by SRUC, which uses a carousel format to showcase its courses. 

Best practices for running Facebook ads for higher education

So you are running your ads. But are you hitting the target?

You can maximize the performance of your Facebook ad campaigns by following these Facebook ads higher education best practices:

1. Implement automation

Adding automation to your toolkit can significantly boost your marketing strategy in 2024. LeadsBridge allows you to automate the synchronization of leads from Facebook to your CRM. This ensures that all your lead data is up-to-date and you can respond to inquiries as they come in.

Benefits of Facebook lead automation include:

  • Saves time by reducing manual data entry.
  • Improves lead nurturing with timely follow-ups.
  • Ensures accurate and real-time data synchronization.

Here are some of our most popular integrations when running higher education Facebook ads

2. Show your ads to the right users

Accurate targeting is a must for the success of your ads. Use Facebook’s robust targeting options to reach the right audience. You can target based on demographics, interests, and behaviors.

  • Build custom audiences based on the data from your CRM data, which you need to send to Meta via an integration.

3. Monitor and optimize your ads

Continuous monitoring and optimization are key to a successful Facebook ad campaign. Regularly check your ad performance and make adjustments as needed. You should pay attention to metrics like click-through rate (CTR), conversion rate, and cost per lead (CPL).

For setting up an effective monitoring and optimization, you’ll need to

  • Run A/B test different ad creatives and copy to see what resonates best with your audience.
  • Adjust your budget based on the performance of your ads.
  • Use Facebook’s analytics tools to gain insights into your audience’s behavior and preferences.
  • Track your conversions using Conversions API for CRM to get more accurate data for better tracking and campaign optimization.

First, you’ll need to integrate it with CRM systems and marketing tools through LeadsBridge. This connection lets you track all customer interactions so that you can make your Facebook advertising based on your user’s journey.

Closing thoughts

The existing ecosystem across Meta technologies is really changing how schools build their brand. People in the education field know that most of their potential students grew up using digital technology. 

So, to really reach them, marketing needs to be done online, alongside some traditional offline methods.

Running effective Facebook ads for higher education requires a strategic method many successful institutes are already using. With the right types of ads, you can attract more prospective students and enhance your institution’s online presence. 

However, the way you manage your data can give you the edge you need to win over the competition.

To learn more about how LeadsBridge can help you automate and improve your Facebook ad campaigns, check out our specialized integrations for the education sector.

Elena Mazaheri

Elena Mazaheri is a freelance writer and content marketer specializing in serving SaaS, Education, and eCommerce brands. Her expertise lies in product-led storytelling and creating compelling content that elevates brands and connects with audiences

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