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Sample Retargeting Introduction


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Sample of a Stealth Applicant retargeting introduction.

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Sample Retargeting Introduction

  1. 1. An Introduction to Online Retargeting For College and University Enrollment Presented to: Northern Illinois University June 7, 2010
  2. 2. Without Retargeting….. …… Many of your visitors become lost opportunities, never to be seen again. School Website Visitors Leave… 4 Fox
  3. 3. With Retargeting….Re-capture, Re-message, Recruit! Other Websites Bringing your visitor traffic back to YOU! 5 Your Home Page Your Admis. Page Student Testimonials Your Videos Campus Visits Page
  4. 4. Site Retargeting Basics 101 1 Paul looks at the your admissions page, and your pixel places code in his cookie file flagging Paul as someone who visited your site. Back to Your Website Paul sees your ad, clicks it, and is directed back to your Schools website landing page or where ever you direct them. 3 2 Later, Paul visits The cookie code on his browser identifies Paul as a person who has visited your site. Instantly, the code instructs our ad server to “Go and find your schools ad” and serve it to Paul on Viewing Your Website 3
  5. 5. Retargeting ad placement on a sample website…VH1 Ads fit into spaces made available on site 6
  6. 6. Reach Qualified Candidates Continuously
  7. 7. Best Practices… Retargeting Requires a Well Thought-Out Plan: Since retargeting is like a decision tree, it requires advanced planning to help define a student's future intention, motivation and action. Maximize Site Traffic During a Retargeting Campaign: The greater user pool exposed to the retargeting pixel, the more the institution increases the chance their retargeting will perform. Use Subtle Creative Messaging: The message to the visitor shouldn't glaringly or aggressively refer to their previous uncompleted action or visit intent. Instead, it should have elements that relate to that site to motivate them to return. Test Various Calls-to-Action: Retargeting allows you to serve different communications to the same user within the recent period of their visit to your institutions site. Have Complete Creative Ad Size Coverage: Since no one can predict where a user may go after leaving your site, have a full range of sized ads so they can be served on various publisher's sites. Don't forget rich media options. Consider Layering Other Targeting Criteria: When it's relevant and the audience is large enough you may review options to employ additional targeting capabilities to control cost. 7
  8. 8. And You’re in Best of Company…
  9. 9. About Contact…Matthew Cashdollar, Vice President, Interactive at [email_address] or call direct 814-266-6272 Visit us at Alloy Education is a division of Alloy Media + Marketing, one of the country’s largest providers of targeted media and promotional programs. As innovators of products and services for teens and young adults, we create information connections to motivate your audience. Our print, entertainment, events, field marketing, and web properties target teens as they begin their transition to young adulthood. We serve education and provide students with options for life-after-high school. We integrate the resources of the nation’s largest teen marketing company with our team’s proven experience in direct marketing, lead generation, custom publishing, research, brand management and database sales. Please give me a call . Chris Firestine Regional Director 717.866.1871 [email_address] Jennifer Lonchar Regional Director 847.217.7997 [email_address] Ken Snow Regional Director 816.795.1229 [email_address] Jennifer Lukiewski Regional Director 312.525.3092 [email_address] Christine Distasio Sales Consultant 978.842.2751 [email_address] Peter Fuhrman Senior Account Manager 609.689.1033 [email_address] 9 Other Alloy Services <ul><li>Private Colleges and Universities </li></ul><ul><li>Careers and Colleges </li></ul><ul><li>Wintergreen Orchard House </li></ul><ul><li>Find Tuition .com </li></ul><ul><li>Porter Sargent Handbooks </li></ul><ul><li>Channel One Network </li></ul><ul><li>Inside College </li></ul><ul><li>Alloy Media and Marketing </li></ul>