Social Media
The Back to School season is one of the most critical marketing opportunities of the year for brands looking not only for traffic but for conversions. Yes, users click on ads. But what happens next?
The small optimizations brands make on the journey from click to cart, and from cart to purchase, create big differences.
In this article, we share concrete and effective tactics that brands focusing on “conversion-driven” strategies can apply in their Back to School campaigns, especially on Google and Meta.
1. Start With Intent: Know the User Before the Click
Conversion doesn’t start only with a product’s price or visibility; it begins with the user’s intent. Therefore, instead of just making your ads visible, personalize them.
For Meta:
- Use Dynamically Personalized Ads to show users products they previously engaged with, matching their intent.
- Use Engagement Custom Audiences to retarget people who interacted with your content in the last 30 days.
For Google:
- Layer keywords based on search intent: users searching for “cheapest school backpack” have a different goal than those searching “elementary school backpack brands.” Segment campaigns according to these different intents.
2. Landing Page ≠ Homepage
No matter how strong your ad is, if the user doesn’t find what they’re looking for on the landing page, conversion won’t happen. Therefore:
- Create a dedicated Back to School landing page for the campaign instead of a generic product page.
- The landing page should clearly show campaign details, limited-time offers, featured products, and trust elements (like return guarantees, fast shipping, etc.).
- Pay special attention to mobile compatibility and page speed performance.
💡Google’s PageSpeed Insights and Meta’s Conversion Lift reports can guide you here.
3. Track and Optimize Micro-Conversions
Micro-conversions such as adding to cart, adding to wishlist, or reading reviews are the first signals of purchase intent. By tracking these steps:
- You can offer product reminders or stock alerts in your retargeting.
- Segment users who completed micro-conversions with special offers:
“Added to cart but didn’t purchase → 10% discount + reminder ad”
4. Use Urgency and Scarcity Psychology
“Fear of missing out” (FOMO) shortens the decision-making process. Limited-time offers during Back to School are very effective in this regard:
- Meta: Create urgency with visuals like “24-hour limited offer” in Stories.
- Google: Use promotion extensions and countdown timers to speed up clicks. Example: “Today only: 15% off student laptops!
5. Automated Path from Click to Cart: Shopping Ads
During Back to School, Google Shopping Ads and Meta Advantage+ Catalog Ads connect users directly with products.
- Optimize product titles and images for SEO and mobile.
- Use Back to School–themed expressions in product descriptions (e.g., “ideal for elementary school,” “lightweight and durable”).
6. Fast Pages for Quick Wins
Page load speed is as crucial as creatives for conversion.
- When mobile page load time exceeds 3 seconds, abandonment rates approach 50%.
- Use AMP pages or PWA solutions to boost mobile conversions.
7. Post-Purchase Conversion Is Also Conversion
Remember, turning a user into a customer is as important as turning that customer into a loyal buyer.
- Use “Ready for Back to School?” themed thank-you emails with cross-sell recommendations after delivery to maintain the relationship.
- Create “purchase completed” audiences in Meta and Google for retargeting.
Conversion happens not only with clicks but also through pre-click data, post-click experience, and ongoing relationships. In the fast-paced and competitive Back to School period, ad strategies that combine strategic, psychological, and technical details will make your brand stand out.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
