How Retargeting Works for Universities and Colleges : Dr Praveen G Thambi

 


Retargeting Strategies for Re-engaging Prospective Students in Digital Campaigns

Introduction
In an era where digital marketing dominates the education sector, retargeting strategies have emerged as powerful tools for re-engaging prospective students. Particularly in Bangalore, a hub for educational excellence with institutions like Christ University, PES University, and Mount Carmel College, implementing effective retargeting techniques can make a significant difference in driving admissions. This blog explores how universities and colleges in Bangalore can leverage retargeting strategies to connect with potential students, guide them through the decision-making process, and ultimately boost enrollment.


Understanding Retargeting in Education Marketing

Retargeting, or remarketing, involves reconnecting with users who have previously interacted with your digital assets, such as websites, landing pages, or advertisements. For educational institutions, retargeting offers a way to nurture interest and remind prospective students about the programs they explored.

In Bangalore, institutions face high competition, and prospective students often explore multiple options before making a decision. Retargeting ensures your institution stays top of mind during this process.


The Importance of Retargeting in the Admission Funnel

  1. Re-engaging Leads
    Bangalore's educational ecosystem attracts a diverse range of students, and not all of them convert during their first interaction. Retargeting helps bring them back to your platforms for further engagement.

  2. Guiding Decision-Making
    With numerous options, students often feel overwhelmed. Retargeting campaigns can provide tailored information, such as program details or application deadlines, to simplify decision-making.

  3. Boosting Conversion Rates
    According to studies, retargeting ads are 70% more likely to convert than first-touch ads. By focusing on retargeting, institutions can maximize the return on their marketing investments.


Top Retargeting Strategies for Bangalore Universities and Colleges

1. Website Retargeting

Website retargeting focuses on re-engaging users who have visited your website but left without taking action.

  • Example in Bangalore: Christ University could retarget users who visited the MBA program page but did not fill out the application form. Ads could highlight key program features, alumni success stories, or scholarship opportunities.

2. Social Media Retargeting

Platforms like Facebook, Instagram, and LinkedIn are popular among students. Retargeting on these platforms allows institutions to reach potential students where they spend the most time.

  • Example: PES University might retarget users who engaged with its posts about engineering courses by showing testimonials from current students or a virtual campus tour ad.

3. Email Retargeting

Email campaigns can re-engage students who have provided their contact details but haven’t completed their applications.

  • Example: Mount Carmel College could send personalized emails to students who began the application process but didn’t submit it, reminding them of upcoming deadlines and offering assistance.

4. Video Retargeting

YouTube and other video platforms provide excellent opportunities for retargeting.

  • Example: Jain University could use video retargeting to show clips of campus life or faculty talks to students who viewed its website but didn’t inquire further.

5. Dynamic Ads for Retargeting

Dynamic ads allow institutions to display personalized content based on a user’s previous interactions.

  • Example: An institution like RV College of Engineering could use dynamic ads to show course-specific information to users who explored programs like Computer Science or Mechanical Engineering.


Crafting a Retargeting Strategy Tailored for Bangalore Institutions

1. Understand Your Audience

  • Use analytics tools to segment users based on their interactions.
  • Focus on categories like course interests, application status, and geographical location.

2. Utilize Geo-Targeting

In Bangalore, targeting local and regional students can significantly enhance engagement. Retargeting campaigns can use language preferences and regional insights to resonate better.

3. Highlight Unique Selling Points (USPs)

  • Bangalore colleges can emphasize USPs like proximity to tech hubs, industry tie-ups, and internship opportunities.
  • Showcase program-specific benefits to stand out.

4. Optimize Ad Creatives

Use visuals that resonate with your target audience. Include elements like campus images, faculty profiles, or student success stories.

5. Monitor and Adjust Campaigns

  • Use metrics like click-through rates (CTR) and conversion rates to refine campaigns.
  • Regularly A/B test different creatives and messaging to identify what works best.


Examples of Successful Retargeting by Bangalore Institutions

Case Study 1: Christ University

Christ University implemented a retargeting campaign targeting users who visited their website’s BBA program page. Ads showcased testimonials from alumni working in top companies. The campaign led to a 30% increase in applications for the program.

Case Study 2: PES University

PES University ran a social media retargeting campaign focusing on users who interacted with their scholarship posts. The campaign featured success stories of scholarship recipients and resulted in a 20% higher inquiry-to-application conversion rate.


Tools and Platforms for Retargeting

1. Google Ads

Google Ads’ remarketing feature allows institutions to target users across the Google Display Network.

2. Facebook Ads Manager

Facebook’s advanced retargeting options make it ideal for reaching students on social media.

3. HubSpot

This CRM platform helps track user interactions and create personalized retargeting campaigns.

4. AdRoll

AdRoll provides tools for creating and managing retargeting campaigns across multiple platforms.


Metrics to Track for Retargeting Success

  1. CTR (Click-Through Rate): Measures ad engagement.
  2. Conversion Rate: Indicates how many users completed the desired action, such as filling out a form.
  3. Cost Per Click (CPC): Helps assess the efficiency of campaigns.
  4. Bounce Rate: Tracks users leaving without engaging further.
  5. Return on Ad Spend (ROAS): Measures the profitability of retargeting campaigns.


The Future of Retargeting in Education Marketing

With advancements in AI and predictive analytics, retargeting strategies will become even more sophisticated. Bangalore institutions can leverage these technologies to create hyper-personalized campaigns, ensuring they connect with the right audience at the right time.


Conclusion

Retargeting is a powerful strategy for re-engaging prospective students and boosting admissions. By tailoring campaigns to the unique needs of Bangalore’s educational landscape, institutions can effectively stand out in a competitive market. Whether it’s through dynamic ads, email retargeting, or social media campaigns, the key lies in understanding your audience and delivering value at every stage of the admission journey.

For institutions looking to maximize their digital marketing efforts, retargeting offers the perfect blend of personalization and impact, ensuring no prospective student is left behind.

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