Overview

Facebook and Google Ads are powerful digital marketing tools that help educational institutions increase visibility, engage target audiences, and drive conversions. By integrating these platforms with Meritto, you can leverage remarketing strategies to target potential leads who have interacted with their website, ensuring continuous engagement and improved lead conversion rates.

Plan & Permissions

To integrate Facebook and Google Ads with Meritto, the following prerequisites must be met:

Facebook Integration:

• A verified Facebook Business Page.

• Meritto Facebook Configuration Permission enabled.

Google Integration:

• A Google AdWords ID linked to the account.

• A minimum ad spend of USD 50,000 to enable Google Custom Audience targeting.

Core Functionalities

Facebook Ads Integration

Facebook provides two primary methods for running ads:

• Facebook Custom Audience:As we know, we have leads in our system and those leads can be called the target group (TG). Now, it’s important to be integrated to run an ad with the Facebook & Google AdWords Accounts from where the Ads have to be triggered.

• Facebook Lead Ads: Lead ads are for a particular set of audiences who have an intent for the Ad and enter their data by filling up the form. It’s a small form where the target audience needs to fill in their details and submit, from which various leads have been captured and sent to the system through the API in real-time. For running lead Ads there are some prerequisites then only we can run Lead Ads on Facebook.

Google Ads Integration

• Google Custom Audience: Google Custom Audience works similarly to Facebook Custom Audience. The only difference is that Google Custom Audience has the option of ADDING/REMOVE field in the custom list while Facebook doesn’t allow ADD the field.

By integrating these features, you can run personalized, behavior-based ads, optimizing marketing spend and maximizing conversions.

Benefits of the Functionalities

• Targeted Marketing: Reach potential students who have shown interest in specific courses or institutions.

• Automated Lead Flow: Capture and sync leads from Facebook Lead Ads directly into the CRM via API.

• Enhanced ROI Tracking: Monitor and adjust ad performance based on real-time engagement metrics.

• Improved Audience Segmentation: Use behavioral insights to refine ad targeting and maximize reach.

Special Business Use Cases

Institutions looking to enhance their student recruitment strategy can use Facebook & Google Ads Integration for:

• Remarketing campaigns to re-engage website visitors.

• Lead generation campaigns using Facebook Lead Ads.

• Custom audience segmentation to refine marketing efforts based on applicant behavior.

Steps to Integrate Facebook & Google Ads

Follow these steps to configure Ads Integration in Meritto:

1. Access Settings

• Navigate to the Menu Tab and select Settings.

2. Enable Ads Integration

• Go to Extensions > Ads Integration.

• Locate the Toggle Bar and enable it (color turns green).

3. Configure the Integration

• Click Configure and choose the desired platform:

• Facebook Custom Audience: Select the associated Facebook account.

• Facebook Lead Ads: Ensure the required permissions are enabled.

• Google Custom Audience: Enter the Google AdWords ID.

4. Run Ads

• Once configured, the integration allows targeted ads to be launched, with lead inflow automated through API.

Conclusion

Facebook and Google Ads Integration within Meritto enhances digital marketing capabilities, enabling you to engage prospective students efficiently. By leveraging these tools, you can optimize their advertising strategies, increase enrollment rates, and maximize their return on investment.