Granular account structure and targeting segmentation were the key to our successful strategy. We identified who our prospect audiences were by gradually narrowing down our targeting to find the most profitable segments. Starting by targeting 18-44 year old women, we overlaid this with a more specific campaign targeting 18-24 year old women. This enabled us to implement a more nuanced approach for this particular age group. More specifically, we were able to shape advertising spend towards dates when student loans dropped. We then customised the messaging based on location for the universities which had the highest density of this age group. This was complemented by interest and look-a-like Paid Social targeting.
In terms of retargeting, we overlaid Broad Match Modifier Generic keywords with audiences. We focused on users who had interacted with the brand before; either by previously visiting the website, liking the Facebook page or signing up for the Nobody’s Child Newsletter.