Typically Facebook ads that we run get anywhere between 0.05% and 0.3% click rates, with a high water mark of about 0.5%.  So you can imagine my surprise when I logged onto our account yesterday afternoon to see that the ads we started running a few days ago to recruit currents students to our call center were getting 1% click rates and were maxxing out the ad budget daily!

The key to this success?  I believe it’s threefold: 

  1. The ads feature pictures of real Dartmouth students and are targeted to the same population.  In other words, they are seeing people like them.
  2. The ad has the salary for the job in it up front, and as I understand it the position is one of the higher-paid student positions on campus.
  3. But of course the main reason these ads are working is that the kids in them are hot: 


I rest my case.  The best 150-character marketing copy in the word doesn’t have nearly the impact of a pretty, smiling girl that might sit next to you in class :-)