Setting up a Meta Campaign Using CollegeAPP Data
Please review and follow the steps below before setting up a Meta campaign using CollegeAPP data.
Important:
Complete this step before proceeding
Audience lists exported out of the CollegeAPP database are not formatted for direct upload into Meta (or other social/digital platforms). Provide CollegeAPP with your universe name using the Formatting Request Form to be formatted for social media. Once we receive your request, we will prepare the file for social media and promptly return the formatted list to you.
Failure to complete this step will result in a low to 0% match rate.
Uploading the CollegeAPP Data to Meta
Your upload should automatically map to 10 different columns. If this does not happen automatically, select “Action Needed” to map the additional unmapped columns.
Budget
The budget should only be set at the Ad Set level. Do not set your budget at the Campaign level.
If the budget is set at the Campaign level, it allows Meta to optimize your budget. Meta will always push money to the Ad Set with the least friction - this is typically Meta’s in platform targeting or look-alike. We want to force the spend and not rely on Meta’s automated tools.
Campaign Duration
The campaign duration is an important factor in achieving our goal of a frequency of 8-12. The duration should be at least 4-6 weeks, but preferably much longer if your budget allows.
Geotargeting
Add the geotargeting parameters even if the geography was narrowed within the CollegeAPP database. This will be helpful when throttling the reach by adding/subtracting look-alike audiences within the ad set.
Audience Parameters
Do not use the Advantage+ audience.
Meta will tell you to use the Advantage+ audience for engagement purposes, but it does not account for lead quality. By using CollegeAPP’s audience list, you already have a customized audience.
Defined Audience Range
After uploading the audience and allowing it to seed, make sure that the audience definition is in the defined range.
If it is not in the defined range, toggle “on” look-alike audiences segmented in 1% increments until reaching the defined level.
Learning Phase
The learning phase should last 3-4 days at most.
Something in the setup is incorrect if you have not exited the learning phase within that time. Please contact CollegeAPP to help diagnose the issue.