Using remarketing campaigns in college and university recruitment

2,335 views

Published on

Describes the basic types of remarketing campaigns, and provides examples and advice on how to use them in higher education.

Published in: Marketing, Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,335
On SlideShare
0
From Embeds
0
Number of Embeds
1,309
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Using remarketing campaigns in college and university recruitment

  1. 1. Using Remarketing Campaigns in College and University Recruitment Slide 1 Using Remarketing Campaigns in College and University Recruitment
  2. 2. Using Remarketing Campaigns in College and University Recruitment Slide 2 1) Remarketing 2) Site Remarketing Based on High Priority Recruitment Pages 3) Search Remarketing Based on Branded or Program Keywords 4) How do Visitors Feel about Being on the Receiving End of Remarketing Campaigns? 5) Remarketing is a Good Addition to your Marketing Mix Overview Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  3. 3. Using Remarketing Campaigns in College and University Recruitment Slide 3  “Remarketing” has a number of different names depending on who you are speaking with.  Remarketing, Retargeting, and Re-messaging are all terms generally used to refer to what is essentially the same thing.  Some people use the term behavioral retargeting to generally refer to all types of retargeting but for the sake of simplicity in this post, we have used it to indicate retargeting types other than Search or Site-based. 1. Remarketing Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  4. 4. Using Remarketing Campaigns in College and University Recruitment Slide 4  Remarketing is a powerful and effective digital marketing tactic for reaching your target prospective student.  Many colleges and universities are using remarketing to great effect in their lead generation efforts, reaching out and touching prospects with branding and direct response ads across the lengthy sales cycle of the average higher ed student.  Let’s take a look at what remarketing is, how it works and why you should consider adding it to your recruitment mix. 1. Remarketing Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  5. 5. Using Remarketing Campaigns in College and University Recruitment Slide 5  Remarketing involves advertising to an individual who has  1) previously visited your site  2) searched on keywords that are important to your site or  3) taken a specific action online that you think profiles them as a potential prospect.  Recognize that these three different types of remarketing address different points across the engagement or recruitment funnel.  It is also important to understand that two of these target groups may not have actually seen your site before, so don’t make the common error of assuming that remarketing only involves advertising to people who already know you.  Yes, this is counter intuitive but it is the case. 1. Remarketing Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  6. 6. Using Remarketing Campaigns in College and University Recruitment Slide 6  Site remarketing involves inserting a tracking tag, (also known as a cookie), on all the pages of your site.  Visitors pick up your cookie when on your pages and then when they visit other web pages associated with an ad network that you are advertising one, (for example the Google Adwords network), your ad will appears on their search results or display page.  The stats suggest that using remarketing, on average, you'll be able to connect with 84% of the people you tag, 10-18 times per month.  Remarketing, like PPC advertising, is most effective when you create highly targeted campaigns for very specific audiences.  For example you might want to create an ad and landing page that was specifically targeted prospective students who have interacting with your financial aid calculator.  That is likely a very different ad and landing page from a campaign to individuals who visited your “life on campus” pages. 2. Site Remarketing Based on High Priority Recruitment Pages Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  7. 7. Using Remarketing Campaigns in College and University Recruitment Slide 7  Search remarketing is a tactic that is aimed at prospects who are higher up in the recruitment funnel than individuals who have actually visited your site.  Consider a prospect who may have searched on “International Finance MBA Toronto”.  The search engine results page presents you with six of the top business schools in Canada - Schulich, Rotman, Sauder, Queens, McGill and Laurier. As a prospect I might then decide to research Schulich and Rotman more closely, ignoring the rest and going on to apply to both.  These are both top notch schools that are very difficult to get into and in the end I might get turned away.  If Laurier, in nearby Waterloo, used a remarketing campaign to target this search query, with follow-up branding and program level ads, I might very well turn there as a plan B for my MBA studies. 3. Search Remarketing Based on Branded or Program Keywords Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  8. 8. Using Remarketing Campaigns in College and University Recruitment Slide 8  Remarketing campaigns have received a bit of a bad rap, over the issue of being invasive or too aggressive.  This can certainly be the case but in my opinion this result is usually a reaction to poorly thought out or badly executed campaigns.  Generally speaking, the stats are actually pretty positive on people's reactions to remarketing campaigns.  And if done well, I am sure the “I don’t like it “ percentage would even be lower. 4. How do Visitors Feel about Being on the Receiving End of Remarketing Campaigns? Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  9. 9. Using Remarketing Campaigns in College and University Recruitment Slide 9  If you are looking for a way to expand your digital marketing mix, remarketing is a good candidate for your marketing dollars.  Remarketing can be a highly effective way to leverage and capitalize on your SEO and content marketing investments to date.  But remember, like PPC marketing, you will only get out of it what you put in.  Specifically, carefully research the right remarketing platform for your needs. Define your campaign settings precisely, sharply segment your target audience, integrate remarketing into a broader campaign and test your images/copy/landing pages/settings for optimal performance. 5. Remarketing is a Good Addition to your Marketing Mix Source: Higher Education Marketing - Using Remarketing Campaigns in College and University Recruitment
  10. 10. Using Remarketing Campaigns in College and University Recruitment Slide 10 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

×