Project: User Retargeting Campaign
Goal: Brand Recognition; Audience Nurture; Lead Generation
Role: Strategy and Design; Worked with LinkedIn/social media/content teams on execution
We met with LinkedIn to test out their Lead Accelerator program to test out ads for our flagship client, Concordia University – Portland. Working with LinkedIn, we developed a campaign strategy to target 4 main audiences (streams).
Within each stream, I designed themes to be presented to the user in “waves” – a user was served ads in a set sequence across a variety of platforms (LinkedIn Sponsored Updates, Facebook Ads, Display Ads). Each theme was targeted specifically to each audience to nurture their interest in a particular subject matter.
1. Generic Ads – Target audience lands on campus specific/overview pages (SEO, PPC); ads promote all University programs
2. M.Ed. Specific Stream – Target audience lands on M.Ed. specific pages (SEO, PPC, landing, academics); ads promote M.Ed. programs only
3. Ed.D. Specific Stream – Target audience lands on Ed.D. specific pages (SEO, PPC, landing, academics); ads promote Ed.D. programs only
4. High-intent Stream – Target audience clicks on application/admission/tuition pages (SEO); promotes all University programs
By customizing the creative to connect specifically with each audience, we were able nurture users while allowing them to become familiar with our brand. Any leads that came in from a result of these campaigns were attributed to the original campaign source and spend.