Category Archives: Facebook

Facebook Have Improved Their Advertising Options

Improved Facebook Advertising with Image SlidersFacebook recently changed their advertising to allow you to promote more than one product (course) or key message in one advert.

For example the adverts opposite use different images to promote a series of equine interests and hence key messages.

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Facebook Relevance Means Lower Advertising Costs

Facebook Relevance Score Reduces  Facebook Advertising Costs

Facebook Relevance Score Reduces Facebook Advertising Costs ……. Click to Enlarge

Facebook is the lowest cost advertising platform I currently use.

But how do you get low costs?

I’ve previously mentioned using animated video ads but there is another way.

Facebook is emulating Google.  It is rewarding relevance.  But that is as far as the concept goes as they both have totally different ideas of what constitutes relevance.  Facebook gauges it on the net effect of likes, posts being blocked etc.  They reason it is about how much people like your content.  Whether this is a good measure or not is immaterial.  The main thing is you can see how Facebook marks you on a scale of 1-10 .  The closer you get to ten the lower your advertising costs are.

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Animated Videos Attract Thousands of Students

Animated video is an excellent way to attract young people on FacebookAnimated Videos are being used by education and training providers to engage thousands of young people.  They are also being used to drive droves of employers to websites.



The secret they’ve discovered is how to use Animated Video on Facebook, where 50-70 second videos are being used to attract young people to a variety of careers.

Complex messages are also being simplified with the help of 100-120 second videos that are being posted on Facebook.  One recent campaign showed the two routes to HE.  One via A levels in a school Sixth form; the second being via vocational courses at the college, where the students would also gain practical experience and quals in an adult environment.

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How To Add & Use Promotional Videos on Facebook

There are several ways you can use videos to promote your organisation or its courses  on Facebook.

Here are two methods I use most often.

The first is to just post a video on my account and let it take its chances.  This sometimes works when people start sharing it and/or if you also promote it on social media.  This is always worth a try before spending money on advertising.

Here’s how to add a video to your timeline

FB video ads: Starting on Your Timeline Assuming you are starting from your timeline you need to choose Photos .. its just below the elephants feet on my FB page.

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How to Create a Video Ad on Facebook

Facebook Video ads are a great low cost way to engage with a your prospects or current students.  Click on the images to see the detail.

FB video ads: starting the processI’ve already added my “Tiger” video and have let that run without any advertising or promotion.  Now I want to create a video ad. So from my FaceBook photos tab I  click on the “create advert” button.

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Celebrity Endorsements: Antonio Carluccio on Marketing (College) Restaurants & Courses

Asking celebs for interviews is a great marketing tactic.Sometimes it is hard to get our target audience to listen to us …. but they will often listen to a celebrity.

Of course celebrities come in all shapes and sizes and getting them to promote your courses could be problematic.

But it isn’t impossible.  Learn how below.

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What is the Purpose of Social Media?

There's more to social media than likes, fans and followersLikes, Fans and Followers are just the tip of the iceberg when it comes to social media.  

We are constantly encouraged to use social media because we are told that this is where young people are ….. but will thousands of “likes” really drive your recruitment campaign? Continue reading


Advertising Cost Gender Bias

Advertising costs vary by gender targetHave you noticed that the cost of advertising to women and men is different.

I don’t mean traditional advertising in the printed media or on outdoor sites.  I mean PPC; where you precisely target ads by age, interest, location, gender etc.


Gender Based Case Study from Facebook

Consider the Facebook Newsfeed campaign I’m presently running.

My objective is to get people to click through to a landing page on my website.  But I’m split testing,  i.e. I use the same image and copy and and the same target criteria but run two versions of the advert.  The difference between the versions is gender based.

The results are interesting.  The ad where I target females gets more than double the number of clicks than the same advert targeted at males.  The other difference is cost.  I’m charged approx 50% less for clicks where the ads target females.

But it isn’t that simple …

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Using Facebook as a Research Tool

Data capture is at the heart of Facebook advertisingIf you’ve been using Facebook ads for more than 24 hours you have a wealth of prospect data

Most people either don’t know about this or don’t bother with it.

That is a mistake.  

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How to Split Test Facebook Ads the Quick Way

How to split test facebook ads using the facebook Power EditorHow to produce & split test Facebook ads using the Facebook Power Editor

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