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Media Contact
Heather Shulick
312-525-3086
hshulick@alloyeducation.com

Branding & Inquiries
Digital Services

Higher Education Online Retargeting Advertising:

How it Works

Prospect Retargeting
  1. A potential student, parent, or counselor looks at a targeted area of your website. The visitor is tagged, and a cookie is placed in their browser.
  2. Later, they visit other sites of interest to them.
  3. Through our system, we serve up your school’s message to the student in the ad space on this new website. The visitor sees your ad and is delivered your targeted message.
  4. By using engaging creative materials, you entice the visitor to click on your ad, bringing them back to a designated landing page on your school’s website. Visitors can be sent to different landing pages with unique messages. For example, admission visitors can be directed to an inquiry form,alumni can be directed to a listing of alumni events, and development visitors can be taken to a donation page.

Our Retargeting program is mindful of your privacy policy and gathers no invasive information on the visitor. We control the delivery of the ad without tracking the student.

Retargeting FAQs

How many areas of our University can participate?
As many as you would like. The license fee covers the entire institution.
Is there a limit to the number of pixels we can request or the number of initiatives we can do?
No.
Can we place the same pixel on more than one page?
Yes, and we actually recommend that you do place the same pixel on all relevant pages for a particular campaign.
Do we have to be running ads for all of the pixels that are deployed?
No. You can use the pixels to ‘bucket’ the visitors to a particular area with no cost associated with doing so. If, in the future, you decide to run ads targeting that group of individuals the cookies will already be in the visitor’s browsers. You can now run a targeted campaign marketing to that audience. Costs will only be incurred on the actual impressions delivered.
What are some areas of the website other institutions are tagging?
Homepage, Admissions, Alumni & Development, Academics, Specific Programs, Graduate Schools, Transfer Students, International Students, Online Education Programs, Adult Continuing Education, Athletics and Special Events.
Are there any restrictions when considering an area to tag with a unique pixel?
The area, or set of pages, needs to have a level of traffic significant enough to allow enough cookies to be loaded in order for the ad servers to recognize that pixel and deliver the ads. We work with you on this to make sure we do not break your audience into too small of groups.
What type of reporting will we receive?
Following each month you receive a report which details the number of impressions delivered, click through rate and cost associated with the impressions delivered. This information is broken out by individual pixel, or campaign, giving you the ability to bill the costs to the appropriate areas of your institution.
How do we measure ROI?
There are 3 measurements of ROI for higher education.
  1. Impressions delivered. This is the marketing/branding side of the program; the ability to target your message to a specific audience over time.
  2. Click through rate. The better the creative, the better the click through rate! This is the percentage of clicks on the ads that were delivered.
  3. Conversion rate. This is the action that you would like the visitor to do once they have clicked on the ad and arrived at your designated landing page. You may simply deliver more information, or you may land them at an inquiry form which allows you to collect their information or produce some other action. The percentage of those who land on this page and complete the requested action is the conversion rate. If you choose to ask for an action, the best way to track this rate would be by creating a unique landing page only accessible through this program.
Can we change creative?
Absolutely! Your license fee covers the maintenance of your account for the full year. This includes the swapping of creative in or out depending on your message. We recommend keeping your ads timely and engaging.
Can we add new initiatives later?
Of course! There is no additional fee for bringing on new campaigns during the year other than the cost of the associated impressions delivered for that campaign.
Can we set a cap to work within our budget?
Yes. We can set spend caps to allow you to plan for maximum costs each month. These caps can even be specific to each individual pixel which helps with budgeting when multiple areas of your institution are participating.
Can we limit the number of times a visitor will see our ad?
Yes. We can set frequency caps per user. Once the frequency cap is met, the cookie will stop delivering to that user.
Will you help us design a strategy?
Yes. We will work with you to look at your traffic to the areas you are considering and help you to determine what the potential impression delivery off of that page(s) would be. We will also help you in setting up strategies based on your institutions needs and current initiatives.
Can you design the ads for us or do we have to produce our own creative?
We have the ability to design the creative for you if you would like. While some schools may have the ability to do this in house, many schools use us for these services to enable their ads to be running faster.
Will the ads stop appearing if the visitor clears out their cookies?
Yes, they will. However, the ads will begin appearing again if they return to the site and are retagged.
How much work is involved for us to get this program set up?
Very little! We send you the pixels and they are simply copied and pasted into the HTML code of the appropriate pages. The heavy lifting is on our end. The only additional work is the creation of the ads if you choose to create them in house.

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