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How To Use Pixel-Based Retargeting To Connect With Parents
Pixel based retargeting (part of remarketing) is a powerful tool that can be used to great effect when marketing to parents. By targeting pixel-based ads to parents who have already visited your website, you can create a connection with them that leads to more conversions.
In this article, the School Agency will be exploring the basics of pixel-based retargeting and how you can use it to connect with parents. By the end, you’ll know how to create a pixel, install it on your website, and create targeted ads that reach parents where they’re already spending their time online.
What Is Pixel-Based Retargeting?
At a technical level, retargeting is difficult to understand. Luckily, a technical understanding isn’t necessary to take advantage of this marketing tactic.
In a nutshell, retargeting involves placing small pieces of code on different pages of your school’s website. When parents visit these pages, their browser stores noninvasive pieces of information known as “pixels”.
Pixels act like stamps in a passport. They let you keep track of where someone has been and when. You then use retargeting platforms to check these pixels and display your ads based on past behavior.
This process is also known as “remarketing” or “behavioral targeting”. But we like to call it pixel-based retargeting.
Why Use Pixel-Based Retargeting for Your School?
There are two main reasons to use pixel-based retargeting for your school’s ads.
The first is that it’s an extremely effective marketing tool. According to Adobe, retargeted ads are 76% more likely to be clicked on than traditional display ads. This is because you’re only targeting individuals who have already shown an interest in your product or service.
The second reason is that retargeting is extremely cost-effective. In fact, it’s one of the most affordable ways to reach your target market. Most studies find that using retargeting ads reduces your cost per acquisition by around 44%.
How To Use Pixel-Based Retargeting To Connect With Parents
Now that we’ve covered the background information, it’s time to get a bit more technical. Here are the steps you (or the school marketing agency you hire) will need to take to set up a pixel-based retargeting campaign.
1. Choose your retargeting platform(s).
Unfortunately, there isn’t one, single retargeting platform that will work for every school. The good news is that there are a variety of different options to choose from.
The three most popular retargeting platforms are:
- Google Ads: Google Ads is the largest and most popular retargeting platform. It offers a wide range of features and is constantly innovating.
- Facebook Ads: Facebook Ads is the second-largest retargeting platform. It offers a more targeted approach than Google Ads and is better suited for smaller budgets.
- AdRoll: AdRoll is a smaller retargeting platform that offers a more personalized approach.
Every platform uses different pixels, so you’ll need to choose one (or multiple) platforms to use for your school’s campaign.
2) Identify important web pages.
The next step is to identify which pages on your school’s website are most important for parents.
These are typically pages that parents will visit multiple times or that represent a significant step in the enrollment process.
Some examples of important pages include:
- The home page
- The admissions page
- The tuition and financial aid page
- The calendar page
Important pages are the ones that you’ll add pixels to, so that you can keep tabs on which parents are visiting them. Don’t go overboard, though—you don’t want to add pixels to every single page on your website.
3) Add pixels to important pages.
Because every platform has its own version of the retargeting pixel, you’ll need to generate a new pixel for each one you’re using.
Most platforms will provide you with an HTML code snippet that you then paste into the back-end of your website. In other words, you’ll need to add the code to your school’s website yourself (or hire someone who can do it for you).
When you’re adding pixels to your website, make sure to place them in the header section. This is the part of the code that appears on every page of your website.
4) Set up your retargeting campaign.
Now that you’ve added pixels to your website, it’s time to set up your retargeting campaign.
Again, the steps for this will vary depending on which platform you’re using. But in general, you’ll need to do the following:
- Create a new campaign
- Choose your targeting options (i.e., who you want to target with your ads)
- Set your budget
- Create your ad (or ads)—more on that in a moment!
And that’s it! Once you’ve set up your campaign, the platform will start serving your ads to parents who visit your website and then click away.
5) Create retargeting ads as part of your retargeting process.
Installing retargeting pixels and setting up campaigns is the easy part. The hard part is creating ads that actually convert. Fortunately, there are a few tried-and-true strategies you can use to create high-converting retargeting ads.
Here are a few tips for pixel based retargeting:
- Tell a Story: Pixel-based retargeting is great for using your ads to tell stories because they help you track parents along their journey towards enrollment. As their metaphorical passport collects a certain stamp, you can serve ads that reflect their current stage in the process.
- Make It Visual: Display ads work well—but only if people actually want to look at them. That’s why it’s important to make your ads visually appealing. Use high-quality images, videos, and infographics to capture attention and communicate your message.
- Keep It Short and Sweet: No one wants to read a long, wordy ad—especially parents who are already busy! Keep your ads short and to the point. Use clear, concise language and make sure your call-to-action is front and center.
6) Monitor and adjust your campaign.
Of course, setting up a pixel-based retargeting campaign is only half the battle. The other half is monitoring your campaign and making adjustments as needed.
Ideally, you should be checking in on your campaign at least once a week to see how it’s performing. Are parents clicking on your ads? Are they taking the desired action (e.g., enrolling their child)?
If not, then it might be time to make some changes. Perhaps you need to adjust your targeting options or create new ads. The only way to know for sure is to keep an eye on your campaign and make changes as necessary.
How the School Agency Can Help with your pixel based retargeting
At the School Agency, we understand the importance of marketing to parents. That’s why we offer a wide range of services, including retargeting campaigns.
If you’re interested in setting up a retargeting campaign for your school, we can help. We’ll work with you to determine which platform is best for your needs, and then set up and manage your campaign from start to finish.
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Based in Dubai for over 10years, Peter Caush is the founder of TheSchoolAgency.com.
A trusted authority on digital marketing Peter is passionate about helping SME’s grow their business in the Gulf region.
When he’s not in the office Peter enjoys playing squash, often more times than his knees can cope.
At TheSchoolAgency.com we have been around long enough to realize the importance of good report writing, research, and design. A thoroughly planned and executed marketing strategy will work everytime.
In the 10 years of service, TheSchoolAgency.com. has managed to adapt to changes in both the global and local corporate landscape in the United Arab Emirates.
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