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kenkanekigh
Level 2
August 31, 2026
Solved

Best practices for targeting the EdTech audience (school admins) via Adobe Advertising?

  • August 31, 2026
  • 1 reply
  • 12 views

Hi everyone,

I am relatively new to Adobe Advertising and I'm currently looking to set up a new campaign for my educational resource website. Our primary audience consists of school administrators, teachers, and educational staff.

I am trying to figure out the best way to structure my audience targeting for this specific niche. Does anyone have experience marketing EdTech or school management tools using Adobe Advertising?

Specifically, I would love to know:

  1. Which ad formats (Display vs. Search) have yielded the best ROI for B2B educational tools?
  2. Are there any specific audience segments or data providers within the platform that work best for reaching school officials?

Any advice or resources would be greatly appreciated. Thanks in advance!

Best answer by kenkanekigh

Just wanted to post a quick update here in case anyone else is running into the same issue! 

We finally managed to get our ad spend under control. Instead of targeting the broad "Education" demographic, we built a much tighter custom audience segment specifically around K-12 administration and safety keywords. 

Since the campaign was for our digital school pass software, we realized that focusing our ad copy entirely on "campus security" rather than the tech features got a much better click-through rate from the school admins. 

If anyone else is running EdTech campaigns here, definitely try narrowing down your targeting to problem-solving keywords rather than software features. Hope this update helps someone out!

1 reply

kenkanekighAuthorAccepted solution
Level 2
September 2, 2026

Just wanted to post a quick update here in case anyone else is running into the same issue! 

We finally managed to get our ad spend under control. Instead of targeting the broad "Education" demographic, we built a much tighter custom audience segment specifically around K-12 administration and safety keywords. 

Since the campaign was for our digital school pass software, we realized that focusing our ad copy entirely on "campus security" rather than the tech features got a much better click-through rate from the school admins. 

If anyone else is running EdTech campaigns here, definitely try narrowing down your targeting to problem-solving keywords rather than software features. Hope this update helps someone out!

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