Why Should All College Clubs Have a Facebook Ads Budget? (8 min. read)
It’s time to rev up your club’s brand awareness.
If you are involved in as a leader of a club while attending a university there has to be two things that your team has to have to be successful: a vice president of marketing and a portion of your budget allocated to online marketing. There are thousands of online tools (paid and free) that can allow you to recruit more members, gain more attendance at your events, and even begin to crowdfund from the students at your campus to grow your organization. As a club leader, you are always focused on doing the best for your team and there are many ways of doing that.
One of the best methods of achieving your club’s goals is to market its brand. We use Facebook every day, it’s time to learn how to advertise on it.
Facebook Advertising: Before You Begin
The very first thing every club should have at the very least is a Facebook Page.
To create one click here: https://www.facebook.com/business/products/pages
Once you have created your Facebook page the next step is to learn more about how you can create brand awareness using your current number of members. The two ways to do this is to first utilize the Facebook Groups that your members are all in and have them share the page in those groups. Secondly, have them invite their entire friend list in order to gain some initial traction.
One of the most important tools on your page that you will want to manage at least once a week is the “Publishing Tools” section. This will allow you to schedule posts while you or another team member isn’t able to access your site (rumor has it that if you schedule your posts through a third party applications, Facebook hinders it’s post reach).
You can also see the stats of your published posts so you can A/B test (click the link to learn more about A/B testing) your headlines to see which one’s your team can repurpose for future posts.
The primary reason for scheduling and analyzing your posts will be for constant promotion of your events and to send out crowdfunding links to potential donors whether they are current students on your campus, friends & family of your club members, and university/club alumni.
To set up the events on your Facebook page click the events tab near the status update section of the page under “Event, Milestone +”.
Once you set up the event dates for all the events you have for the semester it’s time to begin advertising them and your club as a whole.
Accessing Facebook’s Ads Manager
To access the Facebook’s Ads manager enter the URL: https://business.facebook.com
Before you can create Facebook Advertisements for your Facebook Page and it’s events, you first have to click “Claim Assets” and then click “Page” in order to utilize it (note: you can only do this if you are the admin of the facebook page).
After that, click “Ads Manager” to begin creating your first advertisement.
Creating Your Campaign
The first step to creating your campaign will be to choose the objective for the advertisement that will be shown to your target audience (this is the foundation for your call-to-action which you will be creating for your headline/ad copy).
For the purposes of this tutorial, I will be creating the example campaign using the “Promote your Page” option.
Step 2 will be to indicate how you will be purchasing the clicks/impressions for your advertising. This is how Facebook makes the majority of its revenue as a company. Once this step is completed you will then scroll down to step 3, creating your ad set.
Note: It is highly recommended that you read these 3 articles later before creating your first ad so you can get a large return on your investment:
- What’s the best way to use multiple audience targeting options?
- How should I choose my audience?
- Should I choose a small and specific audience for my ad or a large and general audience?
Targeting Your Audience
When targeting your audience you first need to consider who is your client persona (the fictional representation of your ideal client) in order to maximize the percentage of engagement and shares of your ads on Facebook. The targeting is determined by multiple factors such as geo-location, age, gender, language, interests, how they are currently connected to your page, etc. The basics for geotargeting your audience are available via Facebook’s business FAQ.
When targeting, if you are only looking for your audience to be students on your campus and/or in the general area of the school I suggest only targeting that specific city or specific zip codes in which it is located. This ensures your money isn’t being wasted on Facebook users who may not have any relevance to your campaign goals.
If you click the arrow next to the mile radius you can customize it to any specific target you want (note you cannot do this for specific zip codes).
Above, is the preset I use to target college students for my website articles. You can customize these settings to meet your specific needs, just make you consider the audience reach before you continue. Do you want to reach 10,000 people or 400 people for example? You can also target via other pages and interests. For the purposes of this tutorial, I used CUNY pages to specifically target the most relevant college audience for the events I’d host at my college.
You can use “Behaviors” & “Connections” to further target your audience.
And don’t forget to save your audience!
Budgeting your Ads $$$
“If you choose a daily budget, the amount you enter is the maximum that you’ll spend each day. If you choose a lifetime budget, the amount you enter is the most that you’ll spend during the lifetime of your ad set.” -Facebook Help
You can choose to either do a lifetime budget or a daily budget (to conserve your funds I highly recommend doing a lifetime budget).
The final step before uploading the content of your ad is to schedule specific times of the day to target your audience (you can only do this if you have a lifetime budget).
After you decide your budget & schedule that you can use for each campaign the last thing to do is to add your banner ad, ad copy, and to review how the ad or ad set looks on both Desktop and Mobile News Feeds.
Additionally, you can study the data and ultimately learn how to fundraise to specific targets to maximize your return that you spent after your advertisements have been activated.
*Example of how to optimize your next target audience by age, gender, and how much each audience will cost per click.
Now all of this may seem like a lot, however, after making at least 3 ads you’ll be able to do this for your club events (or anything related) and setting up the ad won’t take more than two days to plan and execute. Just remember to always monitor how your audience is reacting to your ads and to learn from the data you collect.
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