Media Placement Checklist
Use the information below to prepare for your campaign launch with CollegeAPP’s Digital Services Team.
Email the Partner Experience team to learn more about our media placement services.
Digital Campaign Checklist: Meta
Audience Parameters
If you have already created your audience alongside the CollegeAPP team, you are set! If not, submit your parameters using the Audience List Creation form. We will review the audience with you before launching the campaign.
Meta Business Manager Access
CollegeAPP will need partial access to your Meta business page to place ads on your behalf. Please provide the name of your page, the page profile picture, and ID (if possible). We will request access once we have these details.
Creative Assets
Images and/or Videos
We recommend each campaign to have 3-5 videos, static images, or a combination of both. This is a great opportunity to test what type of visuals your audience will respond to best. We can always switch these out at any point during the campaign. The specific ratio requirements are provided below in the ‘Creative Assets’ section.
Ad Text
Three areas of copy are required for each image/video: headline, main text, and description. Think short and sweet! Additional details including character counts are provided below in the ‘Creative Assets’ section.
Ready to send us your Creative Assets?
Lead Capturing RFI Form
Once the campaign is launched, individuals who engage with the ad will complete an RFI (Request for Information) form to become a lead. We suggest asking prospects for as little information as possible as too many can deter them from filling it out.
The following fields should be required: First Name, Last Name, Email Address, and Phone Number.
If you are requesting additional fields, we recommend marking them as “Optional.” These fields could include Zip Code, Program of Interest and Semester Start Date.
Choose from two RFI options:
An In-app form allows prospects to provide information without leaving Facebook or Instagram. Leads are delivered by CollegeAPP in a .csv file daily (business days).
Your website landing page with an RFI.
We recommend using the in-app option as this practice typically results in lower cost per lead and the leads are easily tracked. If you choose to use a website landing page, please provide us with the URL links(s) when you submit your ad text.
Creative Asset Details
Ready to send us your creative assets?
Static Image and/Or Videos
Each campaign should have 3-5 different ads. This includes static images and/or 15-30 second videos. In our experience, videos typically create better results.
Ad Creative Sizes
Meta uses 5 different aspect ratios to fit the various ad placements. You miss out on inventory if we don’t have all five sizes. Please provide each static image and video with these aspect ratios.
Once they are ready, upload and deliver your files to CollegeAPP.
Additional resource: Download pdf templates from Meta to adjust your image aspect ratio.
In-app Form Background
If you are using the In-app form, you have the option to provide an additional image (1:1.91 ratio).
We recommend using something simple like a gradient with your institution or organization colors and your logo on the top. Avoid using imagery that will be covered by the In-app form.
Text for Each Ad
Each creative has three areas for text. The text in your ad may be truncated across some ad placements and devices. Please follow the Meta recommendations below and keep the text as short as possible:
Primary Text Line: Up to 5 variations, each with 125 characters or less.
Headline Field: Provide one headline, 40 characters or less.
Description Field: Up to 5 variations, each with 25 characters or less.
When the copy is ready, upload and deliver the document to CollegeAPP. If you are using a website landing page with an RFI, include the URL link(s) in this document.
