When running a digital advertising campaign to a cold audience, you’ve got to remember these teachers aren’t looking for your ad.
Instead, your ad is a distraction from what they were just doing and scrolling through.
You’ve got to have something that ‘stops the scroll’, engages them, and then entices them to click.
Why might a teacher scroll right past your Facebook advert?
We’ve all swiped past a bajillion ads on Facebook, Twitter, Instagram and so on.
When it comes to social media advertisements, one of the biggest reasons that teachers might ignore your ad is because it’s not relevant to their needs or interests.
Social algorithms are super smart about putting ads in front of you that it thinks you might like but they’re certainly not perfect. So we skip past.
Another common reason is that teachers may have seen the ad too many times, so it has become mundane and not worth their attention.
Additionally, if the ad is not visually appealing or if it lacks a clear message, people may skip over it without giving it a second thought.
Lastly, if the ad is not targeted to a specific demographic, it can be difficult to grab the attention of the right people.
By ensuring that the ad is relevant, visually appealing, and targeted to the right audience, you can help to increase the chances of it being noticed and clicked on.
So, how can you make the scrolling stop and make your ad stand out?
5 tips to get teachers to stop scrolling and notice your digital ad
Call out your audience
Address them with a direct salutation and an emoji! Like this: ‘Hey Science Teacher 
.
This tiny visual stimulus does two things: the burst of colour catches the eye and the ‘wave’ makes the message seem less intimidating.
The call out of the job title immediately creates a connection.
Together they help capture the attention of your target audience and encourage them to click on your ad.
Lead with user-generated content
A large, positive quote from a teacher or other trusted authority figure about your product or service is a great way to engage your audience and demonstrate the value of what you have to offer.
For example, “100% recommend it. We’ve been using it for 5 years and counting!” is a powerful statement that shows just how useful your product or service can be for customers.
Such a quote can help to build trust with potential customers and show them that your product or service is worth considering.
Be creative with imagery
Your choice of image(s) can make or break a click.
Sometimes a smart and simple visual metaphor tells the right story at the right moment.
If your ad is to promote an upcoming event, use a graphic of an almost empty phone battery to tap into their FOMO.
If it’s to show how teachers’ time can be freed-up, choose a diary image with no entries.
Other times it pays to get right to the point with a product shot that captures a primary use.
It doesn’t need to be complicated – in fact, the simpler the better! You’ve got a split second to grab attention so keep it direct. Quick and easy-to-understand visual metaphors can catch the eye AND snag the brain.
Use video
Not only do the stats show they are successful, but you can also see how long your video has been viewed (25%, 50%, 75% or the entire thing), and retarget people who watch more than a few seconds! This ensures that you are targeting the right audience and that your ad is reaching the right people.
Top tip! If your video involves talking then take a few mins to add subtitles because 85 percent of Facebook video is watched without sound.
GIFs FTW!
If you can’t use videos, use GIFs. GIFs are short, visually engaging animations that make it easy to grab attention and draw the eye of the viewer.
They are often used as a tool for quickly stopping the scrolling of a webpage, allowing the viewer to take in a message or idea more quickly. Additionally, they can be used to express emotions, convey ideas, or just add a bit of fun to an ad.
Want extra education marketing advice?
TAIT, our marketing to schools newsletter, hits the inboxes of our industry’s smartest education marketing professionals every other Wednesday.
