You know how scrolling through Facebook is. You come across an article, you click on it, you move on. Sometimes you completely forget what you looked at. I must have done this when I clicked on some story that appeared in the Dayton Daily News. Which is odd because I don’t even live in Dayton.
Normally, I wouldn’t have even remembered doing so — if it wasn’t for the fact that a Facebook retargeting ad popped up from the Dayton Daily News, offering me a digital subscription.
In fact, a lot has happened on my Facebook feed of late. Picture frames, for example.
I pore over antique picture frames on eBay, so much so that I figured I may as well sign up — which I really already had, since eBay falls under the domain of Yahoo, and I already had a mail account. I even bought something — no surprise now that eBay enters stage right.
But here’s the genius of it: the frame on the left? It’s one I’ve repeatedly looked at. It’s even one I showed exceptional interest in because I emailed the seller. So here is eBay’s friendly reminder that I do, in fact, feel inspired by this frame.
Same thing with B&H photo. I looked up, via Google, backdrops, which landed me on the very page that this ad — it appears in my feed, front and center — appears on:
Look what I’ve got now: a full description of the product, an image, it’s cost, and a button to “Buy Now.” How do I feel about all this?
Well, in the case of Buffalo Wild Wings, I don’t find this helpful. I ate there once, and I’m not clear why I get their ads. Maybe I looked at a menu online once; I think I once ate there with my sister’s family. Oh, and I grew up near Buffalo.
But when Kentucky Natural Lands Trust pops up a sponsored post, then yes, I’m interested — even grateful. My guess is that a high school student, who is interested in your institution and in the middle of his or her college search journey, would feel the same way.
To learn more about how you can reach prospective students through retargeting,
By Sean Hill, Senior Content Writer, Capture Higher Ed