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

1. Using Remarketing Campaigns in College and University
Recruitment
Slide 1
Using Remarketing Campaigns in College
and University Recruitment

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. 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. 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. 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. 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. 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. 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. 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. Using Remarketing Campaigns in College and University
Recruitment
Slide 10
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