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Google and Facebook have already announced several changes school marketers should know about this year with more alterations to their rules surrounding privacy, personalization, and ad formats coming soon.
Earlier this year Facebook removed the ability to target customers based on sensitive topics like race, gender, religion, sexual orientation, or health which shouldn’t affect school marketing plans too drastically thankfully. On the Google front, there was plenty announced at their annual Google Marketing Live event, but for school marketers the biggest takeaways seemed to be updates to responsive search ads, their Google Ads Insights page, and messaging capabilities for Google My Business.
Considering Facebooks most recent changes are focused on limiting targeting options, schools may have to be more creative when trying to use race, gender, religion, sexual orientation, or health as targeting options. Again, outside of religious affiliated schools, this should have a limited affect on your overall campaigns and audience reach.
Google on the other hand is focused on more options which adds “tools to the toolbelt” in your digital marketing efforts. Firstly, updates to their responsive search ads gives you the ability to give a set of headlines and descriptions and Google will automatically rotate imagery from the landing page and headline/description combinations that best fit the user’s intent in search. While we never recommend a set-it and forget-it approach, these updates are riding the line of easily automating the already automated.
Secondly, the major overhauls made to the Google Ads Insights page should add excellent data metrics to your campaigns including attribution and budget insights. If you are running multiple campaigns, you will now see the conversion journey across those campaigns, meaning you can visually see the order of “touches” from Search, Display, and YouTube and how those campaigns ended up with the conversion.
Lastly, chat messaging is coming to Google My Business! This may excite or create worry depending on who you are wanting to manage this option, however later this year when a family searches your school and your business profile appears, a chat option can be added along with the phone number and address that you already have implemented. You will have to opt-in to the feature in your profile so don’t panic that it will just be there with no one on the other end ready to answer back. Just one more personal touch feature that makes it easy for prospective families to contact you directlyd
The short answer, none. The long answer, none right now. Most of the changes highlighted in this post are in the realm of targeting, automation, and insights with the targeting limitations not affecting most of your campaigns. That said, the new insights options and reporting features with the easier to use and more automated responsive search ads should guide some optimizations to your campaigns in the future once data is collected. The marketing theme of 2022 has not changed, it’s still all about first party data collection.
In fact, The Search Engine Journal encourages advertisers to build direct relationships with their customers in 2022, collecting first-party data along the way. Private schools rely on positive relationships with their families to drive enrollment and create word-of-mouth support. Using adaptive, programmatic advertising created by capable marketing employees, it’s possible to reach interested parents more quickly than ever.
As Google and Facebook continue to alter the ways in which marketers can reach customers, it’s difficult to stay ahead of the changes being made. Partnering with Schoolcraft Digital Marketing to craft an effective campaign that reaches the audience you want allows you to focus on operating your department at maximum effectiveness while still reaching prospective families and growing your enrollment funnel. After one 30-minute consult, Schoolcraft Digital’s marketing experts can determine the best course of action you can take to reach new customers and students with the resources that you have available and build a proposal to meet your school’s goals.
Google and Facebook have already announced several changes school marketers should know about this year with more alterations to their rules surrounding privacy, personalization, and ad formats coming soon.
Earlier this year Facebook removed the ability to target customers based on sensitive topics like race, gender, religion, sexual orientation, or health which shouldn’t affect school marketing plans too drastically thankfully. On the Google front, there was plenty announced at their annual Google Marketing Live event, but for school marketers the biggest takeaways seemed to be updates to responsive search ads, their Google Ads Insights page, and messaging capabilities for Google My Business.
Considering Facebook’s most recent changes are focused on limiting targeting options, schools may have to be more creative when trying to use race, gender, religion, sexual orientation, or health as targeting options. Again, outside of religious affiliated schools, this should have a limited affect on your overall campaigns and audience reach.
Google on the other hand is focused on more options which adds “tools to the toolbelt” in your digital marketing efforts. Firstly, updates to their responsive search ads gives you the ability to give a set of headlines and descriptions and Google will automatically rotate imagery from the landing page and headline/description combinations that best fit the user’s intent in search. While we never recommend a set-it and forget-it approach, these updates are riding the line of easily automating the already automated.
Secondly, the major overhauls made to the Google Ads Insights page should add excellent data metrics to your campaigns including attribution and budget insights. If you are running multiple campaigns, you will now see the conversion journey across those campaigns, meaning you can visually see the order of “touches” from Search, Display, and YouTube and how those campaigns ended up with the conversion.
Lastly, chat messaging is coming to Google My Business! This may excite or create worry depending on who you are wanting to manage this option, however later this year when a family searches your school and your business profile appears, a chat option can be added along with the phone number and address that you already have implemented. You will have to opt-in to the feature in your profile so don’t panic that it will just be there with no one on the other end ready to answer back. Just one more personal touch feature that makes it easy for prospective families to contact you directly
The short answer, none. The long answer, none right now. Most of the changes highlighted in this post are in the realm of targeting, automation, and insights with the targeting limitations not affecting most of your campaigns.
That said, the new insights options and reporting features with the easier to use and more automated responsive search ads should guide some optimizations to your campaigns in the future once data is collected.
The marketing theme of 2022 has not changed, it’s still all about first party data collection.
In fact, The Search Engine Journal encourages advertisers to build direct relationships with their customers in 2022, collecting first-party data along the way. Private schools rely on positive relationships with their families to drive enrollment and create word-of-mouth support. Using adaptive, programmatic advertising created by capable marketing employees, it’s possible to reach interested parents more quickly than ever.
As Google and Facebook continue to alter the ways in which marketers can reach customers, it’s difficult to stay ahead of the changes being made. Partnering with Schoolcraft Digital Marketing to craft an effective campaign that reaches the audience you want allows you to focus on operating your department at maximum effectiveness while still reaching prospective families and growing your enrollment funnel.
After one 30-minute consult, Schoolcraft Digital’s marketing experts can determine the best course of action you can take to reach new customers and students with the resources that you have available and build a proposal to meet your school’s goals.
Google and Facebook have already announced several changes school marketers should know about this year with more alterations to their rules surrounding privacy, personalization, and ad formats coming soon.
Earlier this year Facebook removed the ability to target customers based on sensitive topics like race, gender, religion, sexual orientation, or health which shouldn’t affect school marketing plans too drastically thankfully. On the Google front, there was plenty announced at their annual Google Marketing Live event, but for school marketers the biggest takeaways seemed to be updates to responsive search ads, their Google Ads Insights page, and messaging capabilities for Google My Business.
Considering Facebook’s most recent changes are focused on limiting targeting options, schools may have to be more creative when trying to use race, gender, religion, sexual orientation, or health as targeting options. Again, outside of religious affiliated schools, this should have a limited affect on your overall campaigns and audience reach.
Google on the other hand is focused on more options which adds “tools to the toolbelt” in your digital marketing efforts. Firstly, updates to their responsive search ads gives you the ability to give a set of headlines and descriptions and Google will automatically rotate imagery from the landing page and headline/description combinations that best fit the user’s intent in search. While we never recommend a set-it and forget-it approach, these updates are riding the line of easily automating the already automated.
Secondly, the major overhauls made to the Google Ads Insights page should add excellent data metrics to your campaigns including attribution and budget insights. If you are running multiple campaigns, you will now see the conversion journey across those campaigns, meaning you can visually see the order of “touches” from Search, Display, and YouTube and how those campaigns ended up with the conversion.
Lastly, chat messaging is coming to Google My Business! This may excite or create worry depending on who you are wanting to manage this option, however later this year when a family searches your school and your business profile appears, a chat option can be added along with the phone number and address that you already have implemented. You will have to opt-in to the feature in your profile so don’t panic that it will just be there with no one on the other end ready to answer back. Just one more personal touch feature that makes it easy for prospective families to contact you directly
The short answer, none. The long answer, none right now. Most of the changes highlighted in this post are in the realm of targeting, automation, and insights with the targeting limitations not affecting most of your campaigns.
That said, the new insights options and reporting features with the easier to use and more automated responsive search ads should guide some optimizations to your campaigns in the future once data is collected.
The marketing theme of 2022 has not changed, it’s still all about first party data collection.
In fact, The Search Engine Journal encourages advertisers to build direct relationships with their customers in 2022, collecting first-party data along the way. Private schools rely on positive relationships with their families to drive enrollment and create word-of-mouth support. Using adaptive, programmatic advertising created by capable marketing employees, it’s possible to reach interested parents more quickly than ever.
As Google and Facebook continue to alter the ways in which marketers can reach customers, it’s difficult to stay ahead of the changes being made. Partnering with Schoolcraft Digital Marketing to craft an effective campaign that reaches the audience you want allows you to focus on operating your department at maximum effectiveness while still reaching prospective families and growing your enrollment funnel.
After one 30-minute consult, Schoolcraft Digital’s marketing experts can determine the best course of action you can take to reach new customers and students with the resources that you have available and build a proposal to meet your school’s goals.
