Understand your audience.
• Industry + Years of Experience
• Job Seniority + Function
• Field of Study + Undergrad school
• Feeder companies
messaging with impact.
• Logo vs image
• Strong copy
• Regular bid adjustments
• EDU CTR benchmark: 0.03%
Offer high-value resources and
• Concise headline
o Try a question or hook
• Include strong imagery + video
• Relate to your audience
o Student stories
o Alumni advice
o Interesting facts or event recaps
• EDU CTR benchmark: 0.35%
o 10x increase from text ads
Make it easy to inquire.
• Minimize the number of fields
o Avoid those requiring manual input
• Include link for desktop users
• Ensure there’s a clear next step
• Compared to regular Sponsored Content
o +18.5% click-through-rate
o +87.9% conversion rate
MEASURE + MAXIMIZE
PUT YOUR DATA TO WORK
Test, test, test.
• Consistently rotate copy and imagery to understand what your ideal audience responds to
• Create compelling ads for identified personas
• Capitalize on the reporting tools on platforms
• Listen: Know your audience. Utilize historical data to
achieve optimal results.
• Find: Connect with right-fit candidates through a mix of
strategic ad types and placements.
• Maximize: We know nothing without metrics. Set yourself
up for success and make it easy to share ROI.