Facebook vs Google: Which one is better for private school advertising?

As a private school marketer or admissions leader, you have a challenging and often contradictory job: connect with as many dream families as possible … while adhering to a restrictive marketing budget. 

That’s why it’s no wonder many private schools are cautious when they first begin to explore digital advertising.

• Will this investment be worth it?

• Is this strategy sustainable over time?

• Will I be able to show real results to my head of school or board? 

And another common question:

• Do we have to advertise on BOTH Facebook and Google?

• Which one is better for private school advertising? 

While it’s easy to answer that first batch of questions (digital marketing has proven to be more effective and flexible for private schools, with real-time reporting and strategy adjustments allowing for ongoing refinement and success) … but if you ask us, “Facebook versus Google?”

Spoiler alert: we don’t see it as a “this” or “that”. 

The overall point of digital advertising is to achieve maximum visibility, increase leads, and connect with your dream families – and both Facebook advertising and Google advertising can help private schools achieve these goals. 

Rather than choose one over the other, private schools need to create a digital marketing strategy that uses each platform in the most effective way to support their marketing and admissions objectives. 

Let’s start by diving into the differences between Facebook ads and Google ads:

Google Ads 

When you create a Google ad, you are paying for the potential to find new customers based on the keywords and search terms those users enter into Google. For private schools, this means prospective families are taking the first step (searching) – so essentially you are waiting for them to know they have a need and to seek out a solution. 

This can be a limiting and time-restrictive way to connect with prospective families early in their decision-making process – however, it’s also critical that your school shows up here when more informed prospects are actively searching. 

Facebook Ads

When you run a Facebook ad, Facebook helps prospective families find you – even if they don’t know they “need’ you yet. Facebook will serve up your ad to the audiences you help define, and to users it thinks will be interested in your offerings. 

Facebook ads are a great way to introduce your school to a greater pool of prospective families. These ads, which creatively connect with your dream families, introduce your story without waiting for them to proactively search. They can appeal to dream families on both an emotional and rational level – addressing their cares, concerns, wants, and needs – and can therefore be more effective at prompting prospects to take action (such as signing up for an open house, or filling out an inquiry form). 

Both platforms play critical roles in the admissions funnel. 

At School Storytellers, we work with private schools to create overarching digital marketing strategies that address a school’s specific enrollment needs, blending both platforms in a way that optimizes a school’s budget.

Both Facebook and Google ads have their specific functions, and when used together correctly, they can have a significant impact on the success of a private school’s admissions marketing.

Interested in learning more about the impact Facebook and Google ads can have on your enrollment efforts?

Book a free strategy call with us today.