Sarah Russell, director of digital media at Keypath Education, recently posted an excellent blog on the importance of robust retargeting campaigns to education marketers.
Russell contends that such campaigns are essential for all digital advertisers, but for education marketers they are even more important. This is because the student decision journey — something we talk about quite a bit here at Capture — is long and winding, and “staying top of mind during the consideration phase is key to converting [prospective students] into inquiries and enrollments.”
From creating custom landing pages to providing valuable content, she offers some helpful strategies to focus on while launching and optimizing a retargeting campaign.
You can read Russell’s blog here.
At Capture, we use a multi-channel approach for our retargeting services, tailoring customized, dynamic, display ads for specific student segments. These ads can promote brand awareness, engagement, conversions and the effectiveness of other marketing campaigns.
Although features of the technology have changed and improved over the years, retargeting has stood the test of time and proven itself to be one of the most, if not the most, effective digital display marketing tool when it comes to driving visitors back to your site and increasing conversion rates. Retargeting is the foundation of your digital marketing strategy and is considered a ‘must have’ for any institution.
By Todd Helm, Digital Product Manager, Capture Higher Ed