Retargeting Strategies Across Platforms
In higher education marketing, every interaction with a potential student matters. Whether they visited your landing page, browsed a specific degree programme, or started an application but didn’t complete it, retargeting gives you the power to stay top of mind and guide them back into your marketing funnel.
As a digital marketing agency specialising in higher education, we’ve seen firsthand how well-crafted retargeting strategies on platforms like Google and Facebook can dramatically increase conversion rates. In this blog post, we’ll explore how retargeting works across platforms, how to apply it to your student recruitment efforts, and which best practices to follow for measurable success.
What Is Retargeting and Why Does It Matter?
Retargeting (also called remarketing) is a digital advertising strategy that allows you to serve ads to users who have previously interacted with your website, ad, or content but did not take a desired action, such as applying, registering, or requesting more information.
In higher education marketing, where prospective students often take weeks or months to make a decision, retargeting provides a vital reminder of what your institution has to offer. It increases brand recall, builds trust, and gently nudges users back toward conversion, especially during key campaign periods.
How Retargeting Works on Google
Google Ads offers several powerful retargeting solutions through the Display Network, YouTube, and Search. Here’s how it works:
- Tracking – When a visitor lands on your university’s website, a tracking tag (Google Ads remarketing tag) stores their behaviour anonymously in a cookie.
- Audience Lists – You can segment users into lists—for example, “Visited MBA Page,” “Started Application,” or “Viewed Scholarships.”
- Ad Delivery – When these users browse other sites within Google’s Display Network or watch YouTube videos, they’ll see tailored ads reminding them of your institution.
Example: A student who read about your MBA programme but didn’t apply could later be shown an ad featuring alumni success stories or upcoming open days.
How Retargeting Works on Facebook and Instagram
Meta Ads Manager allows you to run retargeting ads across both Facebook and Instagram, ideal for engaging younger audiences who spend significant time on social platforms.
- Meta Pixel – Once installed on your website, the Meta Pixel tracks user behaviour and builds custom audiences.
- Audience Targeting – You can target users based on actions like visiting specific pages, spending a certain amount of time on site, or engaging with your social content.
- Creative Customisation – With dynamic ads, you can show users the exact programme, blog, or video they viewed previously.
Example: A prospective student who visited your international student support page can later be served an Instagram Story ad highlighting your student ambassadors or support services.
Retargeting on both Google and Facebook
Using Google and Facebook retargeting in tandem offers several advantages:
- Increased visibility – Reach users across devices and platforms, from mobile browsing to desktop research and social media scrolling.
- Improved conversions – Retargeted users are 70% more likely to convert than cold audiences.
- Hyper-personalised ads – Serve different creatives based on the user journey: campus tours for first-time visitors, deadline reminders for applicants.
Best Practices for Higher Education Retargeting
To maximise your retargeting efforts, follow these proven tips:
Segment Your Audiences
Don’t treat all visitors the same. Segment based on actions—viewed undergraduate vs postgraduate programmes, domestic vs international pages, or completed forms vs bounced users.
Set Frequency Caps
Avoid ad fatigue by limiting how often someone sees your retargeting ads. Quality beats quantity.
Align with the Student Journey
Map retargeting to application cycles, open days, or scholarship deadlines. Time-sensitive messaging performs well.
A/B Test Creative and Formats
Test different headlines, visuals, and formats (carousel, video, display) to see what resonates most with each audience segment.
Ensure GDPR Compliance
Always give users the option to opt out of cookies and follow best practices for data privacy.
Best Practices for Higher Education Retargeting
- Application Abandoners: Target users who started but didn’t finish their application with deadline reminders.
- Programme-Specific Interest: Retarget based on specific course pages visited with testimonials or virtual campus tours.
- Event Follow-Up: Serve ads to users who registered for or attended an open day with next steps and application guidance.
- Scholarship Seekers: Retarget students who viewed funding options with updated scholarship availability.
Conclusion
Retargeting is not just a nice-to-have—it’s an essential part of your higher education digital marketing strategy. When executed properly across Google and Facebook, it allows you to reconnect with your most valuable prospects at every stage of their decision-making journey.
If your university isn’t yet making the most of cross-platform retargeting, now is the time to start. And if you need help setting up, segmenting, or scaling your campaigns, we’d love to help. As a digital marketing agency with expertise in the education sector, we’re ready to turn lost visitors into enrolled students.
Need support with your university’s retargeting strategy? Get in touch with us at hello@nextlevelhighered.com to build a campaign that converts.