LIKE A FINE WINE, FACEBOOK’S AD REPORTING GETS BETTER WITH AGE: Just about every month, Facebook rolls out more metricsto help better determine the effectiveness of their ads. Recently, Facebook realized that if someone clicked an ad but left the page before it fully loaded, marketers weren’t seeing real ROI (even though Facebook told you that you were). Now, in the spirit of transparency, this issue will be fixed and marketers will know if people clicking have had any previous experience with their page.
Why you should care: Being able to see if a user has interacted with your university on Facebook before provides you with huge value. You will be able to use this data to determine if potential applicants convert on their first visit, or if it takes them two or three visits until they’re ready to convert. Also, the advancement of the “link clicks” metric will allow you to have a more accurate report when looking at site visits from Facebook, compared to previous months when Facebook errors still existed.
WANT TO SOUND REALLY “HIP” AT DINNER TONIGHT? Snapchat now lets anyone create a geofilter without leaving the app! It’s cheap, covers a minimum of 20,000 square feet, and is super easy to use with pre-made templates. Snapchat’s motivation behind this is to bring in more payment revenue, and they hit the nail on the head. With low-cost geofilters that can be generated via the app (previously had to be done on the website) it’s sure to spark an influx of geofilters in your area.
Why you should care: Besides the fact the kids and young adults all across the United States are using the app… Actually, that’s precisely why you should care. Creating these geofilters when your university is hosting an event could be a great way to engage potential students. Get creative and show those kids how cool you are!
IT’S LIKE A FIVE-HOUR ENERGY FOR YOUR CONTENT (WITHOUT THE CRASH): Sounds like the start of a crappy infomercial, doesn’t it? Well if you click NOW it can be all yours for FREE ;)! Entrepreneur presents The 5 Ingredients of Content That Superchargres Your Advertising Effort. It’s no longer enough just have educational content, it pays to produce educational content that aims at informing the consumer, rather than trying to directly sell them something.
Why you should care: Potential students don’t just apply to your university because a blog post or eBook told them to do so. They want to learn about your programs, what the university has to offer, and how it will benefit them after graduation. Being salesy is not a good look, so if you’re looking to develop valuable pieces of premium content we developed this extensive eBook on best practices and what students are really looking for.