Remarketing to MBA prospects online is a powerful digital strategy that can significantly increase your conversion rates. For business schools and universities offering MBA programmes, it’s essential to stay top of mind as prospective students navigate a competitive and often lengthy decision-making process.
In this post, we’ll walk through the best practices for remarketing to MBA prospects online, sharing strategies that help institutions re-engage leads, drive action, and ultimately boost enrolment.
Why Remarketing Matters in MBA Recruitment
MBA candidates often spend weeks—if not months—researching programmes, comparing universities, and weighing their career goals. Remarketing gives you multiple touchpoints throughout this journey, helping you reinforce your value proposition and prompt action at the right moment.
Whether a prospect visited your MBA landing page, downloaded a brochure, or watched a video ad, remarketing allows you to bring them back into the funnel with targeted, personalised messaging.
1. Segment Your Audience by Behaviour
The first rule of successful remarketing to MBA prospects online is to avoid treating all leads the same. Segment your audience based on how they’ve interacted with your site or content. For example:
- Page viewers: Users who visited your MBA programme page but didn’t convert
- Form abandoners: Users who started an application or inquiry form but didn’t submit
- Engaged leads: Prospects who downloaded content, attended a webinar, or clicked on a paid ad
This segmentation enables more tailored messaging, increasing the likelihood of re-engagement.
2. Use Platform-Specific Campaigns
MBA prospects are active on a range of platforms, so your remarketing should meet them where they are. A multichannel strategy works best. Here’s how:
Google Display Network (GDN)
Reach website visitors with visually engaging display ads as they browse other sites. Use dynamic creatives that showcase your campus, alumni testimonials, or MBA highlights.
LinkedIn Ads
Ideal for MBA remarketing due to its professional context. Target users who’ve visited your MBA page with sponsored posts or InMail that highlight leadership outcomes, curriculum innovation, or graduate salaries.
Meta (Facebook & Instagram)
Use retargeting to serve mobile-friendly, creative content, like student stories, countdowns to deadlines, or “Why our MBA” videos.
3. Align Creative with Funnel Stage
Not all MBA prospects are at the same point in their journey. Your remarketing ads should reflect this:
- Top of Funnel: Educational content, such as “What to Look for in an MBA Programme” or “5 Questions to Ask Before Applying”
- Mid Funnel: Programme comparisons, testimonials, downloadable guides
- Bottom of Funnel: Application deadline reminders, virtual open days, scholarship information
Use messaging that addresses known objections—cost, time commitment, return on investment—and highlight solutions.
4. Use Time-Sensitive CTAs
MBA prospects respond well to urgency and exclusivity. Your remarketing ads should include strong CTAs like:
- “Applications close soon – apply now”
- “Last chance to register for our online info session”
- “Limited scholarships still available for 2025 intake”
Pair these with countdown timers or deadline-driven visuals, where possible, to boost click-through rates.
5. Optimise Frequency and Timing
Too many ads can feel intrusive; too few can be forgotten. For MBA remarketing, we recommend:
- Frequency: 5–10 impressions per user per week
- Duration: 30–60 days after a user’s last website visit
- Scheduling: Adjust your ad delivery to target users during key browsing hours (lunchtimes, evenings, post-work hours)
A/B testing your ad frequency and formats over time will help you find the sweet spot.
6. Tailor Landing Pages for Remarketing Campaigns
Sending users back to your generic homepage wastes the opportunity. Instead, create remarketing-specific landing pages with:
- Clear, relevant content that matches the ad message
- A single goal (e.g. book a call, submit an application, download a guide)
- Testimonials, stats, or outcomes to reinforce decision-making
Include tracking so you can continue measuring performance and optimise accordingly.
7. Monitor, Measure, Improve
Use tools like Google Analytics 4, LinkedIn Campaign Manager, and Meta Ads Manager to track key metrics:
- CTR (Click-through rate)
- CVR (Conversion rate)
- Time on site
- Bounce rate
- Assisted conversions
This data will show you what’s working and where to refine your approach to remarketing to MBA prospects online.
Final Thoughts
Remarketing to MBA prospects online is essential for maintaining visibility and guiding prospects through a complex decision-making journey. With the right segmentation, messaging, creative, and platform mix, your institution can stay front-of-mind and increase the chances of converting high-intent leads into applicants.
As a digital marketing agency specialising in higher education, we help MBA programmes build intelligent remarketing strategies that support growth and student success.
Looking to improve your MBA remarketing performance?
Contact our team at faethe.marketing for a free consultation, and let’s refine your funnel together.