This guide explains the content, tracking link and offsite banner assets needed for your Prime Keywords campaign.
Prime Keywords combines your keyword messaging with supporting offsite advertising. We write your keyword content and send it to you for approval, saving your team time while you prepare the destination link and creative assets.
What we need from you
Please supply:
One UTM tracking link to the relevant landing page.
Offsite banner assets in the sizes listed below.
Approval of the keyword content we prepare for you.
A standalone website pixel, if you choose to use one. It is optional but recommended.
Choose a destination page that matches the subject or message being promoted, so students can continue exploring without having to search again.
Your keyword title and description
We write both elements and share them for approval. Our campaign data suggests that the title carries the most weight, while the description plays a supporting role.
Title: Lead with a clear reason to consider your university or subject offering.
Description: Add useful detail that supports the title and encourages the next step.
Message: Keep the copy closely related to the page students will visit.
For example, a title might highlight a distinctive course benefit or relevant financial support. Any claims about rankings, affordability or scholarships should be accurate and supported.
Offsite banner requirements
Please supply the following banner sizes. Dimensions are width × height in pixels.
Banner | Dimensions | Maximum file size |
Mobile Banner | 300 × 50 | 250KB |
Mobile Leaderboard | 320 × 50 | 250KB |
Leaderboard | 728 × 90 | 350KB |
Wide Skyscraper | 160 × 600 | 450KB |
Medium Rectangle | 300 × 250 | 450KB |
Half-Page Skyscraper | 300 × 600 | 550KB |
Billboard | 970 × 250 | 550KB |
Accepted formats: JPG, PNG or GIF.
Supply each size within its file-size limit so the creative can be used across the required placements.
Adding a standalone pixel
We can provide a standalone pixel for your website. Implementation is optional, but we recommend it to help us optimise the campaign over time.
Let your Client Success representative know if you would like to use the pixel so they can share it with the colleague responsible for your website tracking.
References in offsite creative
References from ranking and editorial sources such as The Guardian, The Times and CUG are allowed in this activity. Direct competitor website references are excluded.
If you are unsure whether a particular reference is suitable, check with your Client Success representative before creating the final banners
Frequently asked questions
Do we need to write the keyword content?
Do we need to write the keyword content?
No. We write it for you and send it for approval.
Why is the title so important?
Why is the title so important?
Our data suggests it is the most influential part of the keyword copy. The description should reinforce the main message rather than introduce an unrelated idea.
Do we need offsite creative as well as keyword copy?
Do we need offsite creative as well as keyword copy?
Yes. Please supply the banner sizes listed above for the offsite element of Prime Keywords.
Is the standalone pixel required?
Is the standalone pixel required?
No. It is optional, but recommended to support ongoing optimisation.
Can we use a ranking reference in our offsite banners?
Can we use a ranking reference in our offsite banners?
Yes, references from the permitted ranking and editorial sources can be used. Check any uncertain references with your Client Success representative.
Please contact your Client Success representative or email clients@universitycompare.com if you need help preparing your Prime Keywords campaign.