Get In The Know: 5 Social Ad Types To Boost Your Institution To The Top (Literally)

Pete Schauer

Marketing Director

Social advertising is a type of advertising that uses social media to communicate with customers. And, it’s exploding. Thanks to the advanced targeting options, advertisers can gather a large amount of data and target users in unique ways. Rather than relying on traditional demographic and geographic data, ads are shown to users based on their interests and behaviors.

With so much that can be done with social advertising, it’s important to know which ads you should be using to promote your higher institution. Below we share five social ad types that will take your school to the top - just where you want it to be!

1. Standard Paid Ads

The easiest and most direct way to reach students is by showing them traditional paid ads. You’re paying top dollar for the real estate, so focus on creating great advertisements that will relate to your target audience.

Write engaging copy that addresses common questions and pain points faced by students. Speak to them in a personalized manner, using words like “you” and “your.” Also, add quality imagery that represents your programs, students, and campus culture. Be sure to end your ads with a call to action that tells students what you want them to do next.

2. Video Ads

Social media is an excellent platform for video content. People enjoy watching short clips on their news feeds because they are easy and effortless to consume. Consider the information you want to share on your school that won’t fit in a traditional ad. Maybe you want to give prospects a glimpse inside your classes or dorm rooms. Perhaps you want to do a quick interview with students, faculty, or staff. Aim for 30 to 60 seconds and include a CTA.

3. Sponsored Content

Each social network has a different sponsored ad format for you to take advantage of. Sponsored content looks just like traditional social posts except that you pay to have it promoted. Facebook boosted posts appear higher in the news feeds, allowing you to reach more of your audience. Twitter promoted Tweets appear in users’ feeds to help reach audiences beyond your followers.

4. Carousel Ads

Carousel ads allow you to feature multiple images in a single ad unit. They can be found on multiple social media platforms, including Facebook and Instagram. The benefit to these ads is that you can tell a story through various images. This way, prospects learn a lot about your higher institution, its programs and its environment. Don’t be afraid to invest in carousel ads, as they’ve been shown to have higher click-through rates a lower cost-per-click.

5. Canvas Ads

Canvas ads are found on Facebook, and they are highly effective. These ads are designed to bring products and services to life on mobile devices. Not only are canvas ads intuitive but also highly interactive. The full-screen experience bridges the gap between your school and prospective students. With the immersive experience provided, prospects can watch videos, view photos, swipe through carousels, and more.

Social advertising is an effective way to bring your higher institution to the top. By experimenting with the various ad types and measuring progress, you can find what works for your audience.

About the Author: Pete Schauer

Born and raised at the Jersey Shore, Pete Schauer is the Marketing Director at SEMGeeks. He holds a M.A. in Digital Communications from William Paterson University and has 8+ years in the digital space with companies such as Bleacher Report and Social Media Today in addition to SEMGeeks. His background includes creative and professional writing as well as strategic digital marketing communications and management.

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