Your School’s Meta Ad Visual Strategy

When it comes to your school’s Meta ads, a picture is worth a thousand words, but what is a video worth? How about a series of images?

You’ve got choices when building Meta ads for your school. And the right choice? Well, that could be the difference between an eager parent hitting that “Contact Us” button and someone scrolling right on by.

So, how do you choose the right imagery to capture the attention of your best-ft families? 

Great question, but the first one we need to ask is: what is the goal of your campaign? Once we figure that out, we can determine which visual strategy will achieve your goal.

Let’s look at a few possible goals for your school’s Meta ads and then identify how to move the needle.

Brand Awareness

Single image. Full 🛑

You want people to be able to look at an image and say, “that’s [insert school name]”.

A well-designed ad should convey your key information at a glance. Viewers should quickly learn who you are, what you do, who you serve, and your location. While you can certainly achieve this through the headline, ad copy, and description, eyes are naturally drawn to imagery, so make sure your primary brand message is reinforced through strong visuals.

A distant second for brand awareness? A video ad. BUT (and this is a big but)… the viewer needs to know what you are within TWO seconds. So, no rolling clouds or slow-to-focus shoes walking in a hallway.

Showcase Your Story

Video and carousel are your storytelling superstars here. But how do you choose?

Research done by Meta and independent sources shows that video ads are more thumb-stopping and engaging at 5.4% vs. the next highest, carousel ads at 3.3%. It’s the smart move if you want to tell a whole story. If you can take parents on an emotional journey with that video, you’re golden!

Meta carousel ads and accompanying images allow users to choose their own adventure and click on what interests them most because the URL for each carousel card can be unique. 

For example, if your ad showcases different divisions, this strategy makes it easy for parents to click on the division(s) that best align with their family. Or, if you’re highlighting unique programs, it provides the opportunity to pique their interest. 

Who knows, maybe that last carousel card is the one that makes them say click, “Learn More”. 

Showcase a Program

If you want to tell a compelling story in just a few seconds, a well-designed slideshow Meta ad will help impress your target audience. 

Let’s say your school was just authorized for the IB Primary Years Programme. That’s an extraordinary accomplishment! But, is there one single image that conveys the depth and breadth of IB? With a series of images, you’ve got a great chance to hit them with 2-15 visuals in a few seconds.

If your summer camp has several offerings and programs, a slideshow is a cost-effective way to promote them all. The slideshow allows you to show a rapid succession of images. So, while a basketball camp may not be my kiddo’s cup of tea, the dance and robotic camps have me looking for the Sign-Up button.

Drive Action and Conversions

You could argue for each type of ad visual, but here’s what the data has told us.

• A single image if you want them to take a specific action, like registering for an open house. This sends a clear, defined message, reducing any distraction a slideshow, video, or carousel might cause.
  
• Go with a carousel if you want to give them layered options to maximize conversions. While the ultimate conversion is an application, you will be disappointed with the results if that’s the only option. Start off with low-pressure CTA and work your way up. Like this:
  • Got a Question?
  • Inquire Today
  • Schedule a Tour
  • Apply Now

The bottom line: The right visuals can be the difference between scrolling on by and a possible new student.