Remarketing has become an essential component of digital marketing strategies across industries, and the higher education sector is no exception. Graduate schools, particularly those offering MBA programs, increasingly leverage remarketing techniques to engage prospective students who have shown interest but have yet to convert. With our 15 years of experience helping institutions succeed in their digital marketing efforts, HEM provides insights into the best practices for remarketing to MBA prospects. Today, we will explore remarketing and outline several actionable tips for business schools looking to remarket to MBA prospects online successfully.
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Understanding Remarketing
Remarketing, also known as retargeting, is a strategy where marketers reach out to individuals who have previously interacted with their website, app, or digital ads but haven’t taken the desired action, such as enrolling in a program or filling out an inquiry form. By displaying targeted ads to these individuals online, schools can remind potential MBA candidates of their offerings and encourage them to complete their application or sign up for more information.
Source: HEM
Why is remarketing important in business? MBA remarketing strategies are particularly useful because the decision to pursue a business degree is often a long and complex journey. Prospective students tend to research various programs over an extended period, comparing schools based on ranking, tuition fees, and specializations. Remarketing allows schools to stay top-of-mind during this decision-making process, increasing the likelihood that the prospect will return and complete the desired action.
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Remarketing vs. Prospecting: Key Differences
It’s important to distinguish between remarketing and prospecting, as both serve different purposes in a marketing strategy. What is the difference between prospecting and remarketing?
Prospecting refers to targeting individuals who have not interacted with the institution before. These new leads or potential MBA candidates fit an ideal student’s demographic and psychographic profile but have not shown any direct interest in a specific school.
Conversely, Remarketing targets those who have already engaged with the institution in some way—whether by visiting the website, downloading a brochure, or clicking on a previous ad. The goal of remarketing is to re-engage these prospects and lead them further down the enrollment funnel.
In the context of an MBA program, prospecting is about attracting new leads, while remarketing focuses on converting interested prospects into applicants or enrolled students. Both are crucial, but remarketing is often where graduate schools can maximize their ROI by nurturing those who have already expressed interest.
Types of Remarketing
Remarketing is a versatile tool that can be customized to meet various marketing objectives. Graduate schools aiming to attract MBA prospects can choose from different types of remarketing to ensure they’re targeting the right audience at the right time. Here’s an overview of the key types of remarketing that schools can leverage:
Standard Remarketing
Standard remarketing is the most common type of remarketing, where ads are shown to past website visitors as they browse other websites within the Google Display Network or use Google Search. This can be an effective way for graduate schools to re-engage MBA prospects who have visited the website but haven’t completed key actions like requesting more information or starting an application.
A prospect who visited your MBA program page but didn’t fill out the inquiry form could see a remarketing ad on another website, reminding them of the program and encouraging them to return.
Example: Social media is an essential platform for MBA remarketing. Prospects who have visited your site and reencountered your institution on social media are likelier to remain interested and enroll.
Dynamic Remarketing
Dynamic remarketing takes standard remarketing a step further by showing highly personalized ads to visitors based on the specific content they viewed on your website. This type of remarketing is particularly useful for MBA programs with multiple offerings, as it allows schools to tailor ads to highlight the exact program, course, or feature the prospect was interested in.
A prospect who viewed details about a full-time MBA program might see ads showcasing that specific program with relevant testimonials and statistics.
Remarketing Lists for Search Ads
RLSA is a more advanced type of remarketing where ads are shown to previous visitors when they perform follow-up searches on Google. This type of remarketing allows schools to bid on keywords that MBA prospects may search for after interacting with your site. It can be particularly effective in reaching prospects still researching and comparing MBA programs.
A prospect who visited your MBA landing page might later search for “best MBA programs in Canada.” With RLSA, your school’s ad could appear at the top of the search results, increasing the chances they return to your site.
Source: Google
Example: As you can see above, securing the right keywords with RLSA offers your school prime real estate on Google. Prospects already interested in completing an MBA and searching for the right program will easily find you.
Video Remarketing
Video remarketing involves showing remarketing ads to people who have interacted with your videos on platforms like YouTube. Video content is a powerful tool for graduate schools, and video remarketing can help keep your institution in mind for prospects who watched your program overview, faculty interviews, or virtual campus tours.
A prospect who watched a YouTube video on the benefits of your MBA program might later see ads on YouTube or other Google Display Network sites, prompting them to apply or learn more.
Example: Here, the University of Fredericton has secured high-volume keywords, making them easy to find for anyone exploring their MBA options on YouTube.
Source: YouTube
Email Remarketing
Email remarketing, or remarketing via customer match, involves targeting prospects based on their email addresses. Schools can upload email lists of prospects who have already expressed interest—perhaps by signing up for a newsletter or downloading a brochure—and then show them personalized ads across Google services, including search, Gmail, and YouTube.
A prospect who subscribed to your MBA newsletter but has yet to complete an application could start seeing Gmail ads encouraging them to take the next step.
Source: Australian Institute of Business
Example: Here, the Australian Institute of Business emails a prospect who has filled out a contact form. The email is time-sensitive and contains a clear call to action, making it highly likely that prospects will take the desired action.
Social Media Remarketing
Social media remarketing involves showing ads to previous website visitors while browsing social platforms like Facebook, Instagram, and LinkedIn. Since many MBA prospects are professionals who actively use these platforms, social media remarketing can be a highly effective way to keep your program in front of potential students.
A prospect who visited your site and explored your MBA programs might see remarketing ads in their Instagram or LinkedIn feed, encouraging them to apply or attend an upcoming webinar.
App Remarketing
App remarketing is useful for reaching users who have downloaded your institution’s app or engaged with your content via a mobile app. This type of remarketing shows ads to users as they use other apps, providing another opportunity to re-engage prospects who have expressed interest in your MBA programs through mobile channels.
A prospect who downloaded your university’s mobile app might see ads while using other apps, reminding them to complete their MBA application.
Best Practices for Remarketing to MBA Prospects
Remarketing to MBA prospects requires a nuanced approach that combines personalization, timeliness, and relevance. Below are ten best practices graduate schools can implement to ensure their remarketing efforts succeed.
Segment Prospects Based on Behavior
Not all prospects are at the same stage in their journey toward applying for an MBA program. Some may have visited the school’s homepage, while others may have explored specific course offerings, downloaded brochures, or even started an application. Segmenting prospects based on their behavior allows for more personalized remarketing efforts.
For example, a prospect who abandoned an application form should receive different messaging than someone who only briefly visited the homepage. Tailoring ads to the stage of the prospect’s journey increases the likelihood of conversion.
Create a Sense of Urgency
MBA programs often have multiple application deadlines throughout the year, such as early decision, regular decision, and rolling admissions. Remarketing campaigns should emphasize these deadlines to create a sense of urgency.
For instance, ads could include messages like “Apply before the Early Decision Deadline” or “Last Chance to Apply for Fall Admission.” When prospects feel time is running out, they are more likely to act.
Utilize Dynamic Ads for Personalization
Dynamic ads allow graduate schools to tailor ad content to each user based on the specific pages they visited or their actions on the website. For example, suppose a prospect viewed the curriculum page for a part-time MBA program. In that case, the remarketing ad should highlight the benefits of that particular program rather than the full-time option.
Personalization through dynamic ads can drastically improve the relevance of the ads and increase engagement with MBA prospects.
Incorporate Testimonials and Success Stories
MBA prospects are not just looking for academic excellence—they want to know about alumni’s career outcomes and success stories. Remarketing ads featuring testimonials from successful graduates or highlighting impressive employment statistics can motivate undecided prospects.
Showing real-world success gives prospects confidence that the program can deliver tangible career benefits.
Leverage Cross-Device Targeting
Today’s MBA prospects use multiple devices throughout their decision-making process. They may research programs on their phone during lunch, then return to their laptop later to explore program details. Cross-device targeting ensures that prospects see consistent messaging, regardless of their device.
By tracking user behavior across different devices, schools can create a seamless experience for prospects and reinforce their marketing messages across the digital landscape.
Source: Narayana Business School
Example: Narayana Business School in India has optimized its site for desktop and mobile formats. As a graduate school promoting an MBA program, do the same. As discussed, deciding to complete an MBA program takes time, with prospects weighing their options thoroughly before deciding. By being easy to access on various devices, you’re increasing the likelihood of reconnecting with prospects.
Offer Exclusive Content Through Lead Magnets
One way to re-engage prospects is by offering exclusive content that addresses their concerns or interests. Graduate schools can use lead magnets like eBooks, webinars, or career guides tailored to the MBA journey.
For example, offering a free guide on “How to Choose the Best MBA Specialization for Your Career Goals” could attract prospects to the website and prompt them to take further action. Using remarketing ads to promote this exclusive content can effectively draw in hesitant prospects.
Set Frequency Caps to Avoid Ad Fatigue
While remarketing is a powerful tool, there is a fine line between being helpful and overwhelming. Ad fatigue occurs when prospects repeatedly see the same ads, leading them to ignore or develop negative feelings toward the brand.
Schools should implement frequency caps that limit how often a prospect sees a particular ad to avoid this. A well-balanced approach will ensure that the message stays fresh without being intrusive.
Use A/B Testing for Optimal Performance
One of the most effective ways to optimize remarketing campaigns is through A/B testing. Graduate schools can test different ads, landing pages, and messaging versions to see what resonates most with their audience.
For example, schools could test whether a video ad performs better than a static image or if a specific call-to-action (CTA) drives more conversions. Continuous testing and optimization help ensure that remarketing efforts are as effective as possible.
Incorporate Program-Specific Content in Ads
Prospects considering an MBA may be attracted to different aspects of the program, such as leadership development, global immersion experiences, or entrepreneurship tracks. Schools should highlight these program-specific features in their remarketing ads.
Schools can strengthen their connections by showcasing unique selling points (USPs) relevant to individual prospects and address each candidate’s specific needs.
Use Time-Sensitive Promotions
If your graduate school offers scholarships, fellowships, or financial aid, use time-sensitive promotions to encourage immediate action. For example, ads could highlight limited-time application fee waivers or deadlines for scholarship applications. These promotions can create a sense of urgency and incentivize prospects to apply sooner rather than later.
Remarketing is an essential strategy for graduate schools aiming to convert interested MBA prospects into enrolled students. By implementing these strategies for online remarketing for MBA admissions, schools like yours can create personalized, timely, and effective campaigns that resonate with your audience. Whether it’s segmenting prospects by behavior, incorporating testimonials, or leveraging dynamic ads, the right approach to remarketing can significantly boost conversions and help schools meet their enrollment goals.
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
FAQs
Why is remarketing important in business?
MBA remarketing strategies are particularly useful because the decision to pursue a business degree is often a long and complex journey. Prospective students tend to research various programs over an extended period, comparing schools based on ranking, tuition fees, and specializations. Remarketing allows schools to stay top-of-mind during this decision-making process, increasing the likelihood that the prospect will return and complete the desired action.
What is the difference between prospecting and remarketing?
Prospecting refers to targeting individuals who have not interacted with the institution before. These new leads or potential MBA candidates fit an ideal student’s demographic and psychographic profile but have not shown any direct interest in a specific school.
Conversely, Remarketing targets those who have already engaged with the institution in some way—whether by visiting the website, downloading a brochure, or clicking on a previous ad. The goal of remarketing is to re-engage these prospects and lead them further down the enrollment funnel.
