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Mastering Facebook Advertising

Take aim and hit the right target

The dance schools hitting new heights with a continual flow of fresh students are the ones creating highly targeted adverts. What does that mean in practice you ask?  Well, simply put it’s about engaging specific groups (parents) with clear information and useful details.

As an example, you might create an advert to connect with the parents of preschool-aged children; this would be very different from the advert that you’d create for your teenage hip-hop class. Look at what’s happening in your business to help shape the ad. If you have capacity in certain classes, then make that a priority. Clearly define what age groups and styles you want to target. Facebook allows you to target locations and even specific post codes, so ensure you’re not wasting money targeting an area which is too far away from your school for parents to travel to.

Top Tip: Who, Why, What, Where and When is a good approach to apply to your ad. If you can confidently answers these questions, you have it covered!



Once you have decided who your advert is targeting, ensure that your image and copy (text) are aligned. For example, if you want to fill a ballet class, use a ballet image of the age group whose parents you are aiming to engage with. Make sure of course that you have the right permissions from parents before posting any images online.  You’ll also want to look at the copy you’re placing in the advert. Think about posts and ads that you engage with and try to inject the right tone of voice that suits your brand.

Top Tip: Introduce emojis to liven up your copy and also add social proof - this will add credibility to your message.


Which ad type is best for you?

There are many options when it comes to setting up facebook ads. Decide at the outset what it most important to you. Do you want to gather leads via a facebook form for instance or possibly drive traffic to your website? If it’s the latter be sure that your website is easy to navigate and that you have clear calls to action. Driving potential customers to your site only for them to be confused or put off my a badly designed journey is a costly mistake. You may not have a website and rely solely on your facebook page. In that case you should select lead generation which will gather potential customers details directly on the ad.

Top Tips: Use a facebook lead generation objective if you are not confident about the design of your website.


Test and Measure

After 24 hours, check the advert to see what your conversions are costing. Look at the number of impressions and reach of the ad as well as the relevance score which is a measure of quality. Don’t be afraid to take action on an ad - its can be easily edited in facebooks business manager. Think about swapping out images or making changes to the copy and then measure again.

Top Tip: Add the facebook pixel to your website. This can be done in your CMS and will allow facebook to learn what users are doing on your site and the journeys they are taking.


Test Yourself!

Select one of your Ideal Student profiles and create a Facebook Advert for them. As an example you might want to target an 8-10 year old for your hip hop class. Write relevant copy (the text), source an image and create your advert in the facebook business manager with a strong call to action.


If you need any extra help, jump into these handy facebook resources:

- Ads Guide for design specifications for every ad format

- Advertiser Help Center for step-by-step instructions

- Facebook's Blueprint eLearning for free online training courses


About the author

Hayley Winchester