61 percent of students enroll with the first school that contacts them with info. We also know that almost 96 percent of website traffic is composed of “drive-by” visitors who browse your site without taking action. Remarketing gives those drive-by visitors a second chance to connect with your institution.
Make a great first impression and follow it up with a great remarketing campaign. EducationDynamics helps you find the best student prospects with our state-of-the-art marketing and research services. Learn more.
How Remarketing Works
From a technical perspective, remarketing is straightforward. A targeting tag, sometimes called a cookie or a pixel, is added to your website, and this tag activates anytime a visitor comes to your site. The Google Display Network and Facebook offer two of the most popular remarketing services. As long as your visitor is logged into his or her Google or Facebook account at the time they visit your site, these services can capture the visitor’s data and will display your ads as they continue browsing the web.
Is Higher Ed Remarketing Effective?
It’s time consuming to generate traffic to your website. It can also be frustrating to watch those hard-earned visitors click through your ads then fail to convert to prospects. With remarketing, you have an effective way to re-engage your drive-by traffic and get the most out of your marketing budget. Remarketing is exceptionally customizable – and this is one of the key factors in making your remarketing campaigns effective and efficient, but not overbearing. You can customize how your tag activates. For example, you can set it to activate when a visitor drops by your admissions page but doesn’t take an action like filling out an inquiry form. Or, you can create an ad campaign to target students who only partially filled out an inquiry form. These students expressed above-average interest in your program, but got distracted and never came back. A perfect remarketing campaign nudges these students to pick up where they left off. In that same vein, you can also easily exclude users. For example, avoid wasting marketing dollars on enrolled students by controlling your audience to exclude any visitor who has used your login page.
Can Higher Ed Remarketing Be Annoying?
There is some pushback from younger consumers when it comes to aggressive display marketing. As we reported in the 2017 Higher Education Digital Marketing Trends, the Millennials and members of Gen Z are more likely to balk at advertising that comes across as too pushy. Remarketing is at risk of giving that impression—it is directly based on a user’s browsing data, after all. But, these are ads that are shown only after a visitor has been to your website, so there is a level of trust and familiarity already established. About a third of consumers say they’re more likely to click on an ad they trust. However, those same consumers said they start to find ads ‘annoying’ if they see it more than five times. Focus your remarketing advertising on those users who have expressed interest in your institution but haven’t completed an action that you want them to take. Creating thoughtful and effective remarketing campaigns can take a bit of effort and a bit of understanding about the platforms and audience creation. If you would like for an EducationDynamics expert to review your Google Display or Facebook retargeting campaigns, contact us to request a free marketing campaign analysis.