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Stalking Me Softly: Remarketing Ads for Schools
Red Abbott

I'm sure by now most of you have heard about Pay-Per-Click (PPC) ads — maybe you've run some of them yourself — but there's a wrinkle to PPC that has a lot of potential for schools if you know how to use it.

Remarketing (also called retargeting) basically lets you show your ads to a very specific audience — an audience defined by their previous behavior on your site.

Want to stay in the minds of people who visited your Admissions section but never inquired? Remarketing allows you to do that.

Whether you know it or not, you have probably been the target of a "remarketer" at some point. Have you ever browsed an e-commerce site for, let's say, trendy men's shaving products, only to notice that ads for those exact trendy men's shaving products started popping up on other random websites?

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Boom. Remarketing.

The first time I noticed remarketing ads, I thought they were kind of creepy. Like, how does this random website know I was looking at razors over on Harry's? You kind of begin to think that the company may be stalking you (or reading your mind), and this may leave you feeling uneasy about what you search for.

Banner Ad - Harry's

But wait! There is hope. What most people get wrong is the acceptable frequency with which they tap you on the shoulder and say, "Ahem, are you sure you don't want these trendy men's shaving products from Harry's?" But imagine if that precious audience above (let's call them the "Admissions Leakage" audience) saw a beautiful banner ad for your school once (maybe twice!) a week until they did come back and complete that inquiry form or sign up for an Open House. Think of how tailored the ad content can be when you know how your Admissions Leakage audience is defined.

In fact, we think it's the only way schools should be running banner ads at all.

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