Retargeting is an integral part to any digital strategy, but it is particularly valuable for those with longer consideration paths, like higher education. We know that the majority of people who are considering going back to school are not going to apply on the spot. They require more nurturing and information because it is a long term goal and something they need to plan for.

The first time a user visits your program page, whether organically or by clicking on a paid Search ad, they will likely exit without taking action other than browsing content (an equally important component of your digital strategy!)

OK, so you gained their interest, now let’s strengthen that relationship. Once a user exits, you can remain in the forefront of their decision process by serving retargeting ads to remind them of the benefits of your institution.

The next time they see your retargeting ad, they’ll remember the great things they know about you and be encouraged to explore further. Now, we’ve had a second touchpoint and can deliver a landing page where they can fill out a form for more information. We’re now on our way to growing this lead into an application!