We targeted university-age people (so around 18-26) in Budapest (+~40km radius). In the future, I also plan to include people up to 35 years old (or more).
Here are the tags I used. Many of them come from EA CZ’s @Jakub Sechter who did structured interviews with their members about what stuff they follow on Facebook—so I think those must be pretty good. I also added a bunch on my own which may or may not be useful. (Unfortunately, I can’t find Jakub’s original list, but what I have in the docs includes all of his suggestions)
As a side note, I think you can also set up ads specifically to one university if you set the radius very small—but I haven’t tested this yet. If you do that though, you shouldn’t use any tags as that would filter out too many people from an already small sample.
What creative (images/videos) did you use?
I used either general posters that are available on CEA’s Canva (such as this and this) - or pictures of our group photo. My general impression was that a friendly group photo gathers more clicks /$ spent, but I don’t know if that also translates to getting more motivated applicants, unfortunately. I haven’t used videos before, but I was told that they tend to perform better (ofc the cons being is that they are more time to make)
One mistake I made though was that I always used just one poster/picture for a campaign in the past. Since then I learned that you should upload several posters, group photos in different angles/proximity etc. - and then after the first hours/days, Meta’s algorithm will automatically prioritize those that perform best. (this is true for different descriptions, headlines etc. too)
What copy (text that goes in the ad) did you use?
I added them to the second half of this doc, both for the EA and AIS group :)
Did any of those do especially well?
Unfortunately, I didn’t get to compare different messages yet, apart from what I wrote about the pictures vs posters stuff! I recommend using several descriptions etc!
Edit: After writing the initial reply I realized most of the additional “tips” I wrote will be pretty obvious to you, as I just saw that you work in marketing haha x) - I guess I will leave the comment as it is, in case it’s helpful for others!
Hey, thanks for sharing! Are you up for sharing any more detail on the ads, for example:
What targeting settings did you use on the ads?
What creative (images/videos) did you use?
What copy (text that goes in the ad) did you use?
Did any of those do especially well?
Hey Bella, thanks for your questions!
We targeted university-age people (so around 18-26) in Budapest (+~40km radius). In the future, I also plan to include people up to 35 years old (or more).
Here are the tags I used. Many of them come from EA CZ’s @Jakub Sechter who did structured interviews with their members about what stuff they follow on Facebook—so I think those must be pretty good. I also added a bunch on my own which may or may not be useful. (Unfortunately, I can’t find Jakub’s original list, but what I have in the docs includes all of his suggestions)
As a side note, I think you can also set up ads specifically to one university if you set the radius very small—but I haven’t tested this yet. If you do that though, you shouldn’t use any tags as that would filter out too many people from an already small sample.
I used either general posters that are available on CEA’s Canva (such as this and this) - or pictures of our group photo. My general impression was that a friendly group photo gathers more clicks /$ spent, but I don’t know if that also translates to getting more motivated applicants, unfortunately. I haven’t used videos before, but I was told that they tend to perform better (ofc the cons being is that they are more time to make)
One mistake I made though was that I always used just one poster/picture for a campaign in the past. Since then I learned that you should upload several posters, group photos in different angles/proximity etc. - and then after the first hours/days, Meta’s algorithm will automatically prioritize those that perform best. (this is true for different descriptions, headlines etc. too)
I added them to the second half of this doc, both for the EA and AIS group :)
Unfortunately, I didn’t get to compare different messages yet, apart from what I wrote about the pictures vs posters stuff! I recommend using several descriptions etc!
Edit: After writing the initial reply I realized most of the additional “tips” I wrote will be pretty obvious to you, as I just saw that you work in marketing haha x) - I guess I will leave the comment as it is, in case it’s helpful for others!
Hey, thanks so much for replying in such detail — really appreciated! :)
(haha, yes, I had heard of some of the extra things you mentioned, but I think for someone just starting out they’re really valuable to learn!!)
I’d be curious to see this as well