Digital Advertising at York

Introduction

Digital Advertising on social media, search engine, email and website display has become increasingly important to reach your target audiences both domestically and around the world. There are incredible benefits and many opportunities to explore. Unlike traditional advertising, digital marketing provides many platforms and avenues to reach your audience, unique analytics to track your results, and platform specific audience targeting features. The many possibilities available requires that institutional efforts must aligned for brand consistency and ensure they are not completing against each other, and driving up the cost. Read below to understand the guidelines for each digital advertising medium.

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General Guidelines

Major ad campaigns must be run through Communications and Public Affairs (C&PA)
Program marketing is run by VPS in collaboration with C&PA
Sub-brand advertising is managed by individual schools/departments - however plans must be shared with C&PA
Traditional media including radio and print must be run through our central agency of record

Specific Channel Processes

SEM planning is central and mostly run through central. All areas must report their key words so we are not cannibalizing each others efforts and driving up costs. Send to Grace Gravina

If you want to advertise on social media there are two ways to to this though boosting content or a unique ad campaign.

Boosting Content
This is the action of adding money to organic social posts to increase the awareness and reach an audience beyond your followers. The cost is usually smaller than a campaign and is done on a individual level. This does not need to be approved by C&PA before proceeding, unless the value of the boost is greater than $2,000. If you are looking to boost content it is highly recommended to follow social media best practices for optimal results.

Pros - It is quick and easy to setup and engagement and impression analytics will apply directly to the post you are boosting. Recommended if you want to put small sums of money to increase results. Can be done for both owned and external audience.

Cons - It is less complex than creating campaigns in channel ad managers, meaning that audience targeting, frequency and other elements settings are limited. Can only have one creative associated with budget.

Unique Social Campaign
This is where you manage the targeting, loading content, and bidding strategy directly in the social media channel's Ad Manager. These ads are targeted at an external audience that you select (including location, interests, age, etc.) and the content will not be visible to page followers (unless they are specifically included). These are also called "dark posts" and must be approved by C&PA.

Pros - Ability to control the campaign on a very granular level as well as use advanced capabilities. Options to include multiple creatives within a budget and create different campaigns to target different audiences. Will not spam owned audience with top of funnel messages.

Cons - Takes more time to complete and requires more technical expertise of both the ad manager application, targeting features and best practices. Engagement and impression metrics are not tied to existing post on profiles.

If you are ready to proceed in creating some social media advertising or boosting, learn how manage each via our training page.

programmatic ad buys are run through our agency of record ad agency

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