As the prospective student pool continues to shrink, higher education institutions face increasing challenges in attracting and enrolling students. The competition for attention is fierce, and with rising ad costs, schools must use every tool at their disposal to make sure their Google Ads campaigns reach the right audience, at the right time, and with the right message. Advanced targeting strategies are essential not only to optimize ad spend but also to connect with students who are the best fit for each institution and program.

In this interview, we spoke with two of Oodle’s paid search experts — Andy Nolan, Paid Search Director, and Collin Kremer, Senior Paid Search Specialist — to explore how schools can leverage data-driven insights, refine audience segmentation, and create compelling ad campaigns to maximize enrollment and marketing efficiency.

Q: Can you explain the current landscape of digital advertising for higher education? What are some unique challenges schools face?

A: Andy explained that, “It continues to be a competitive landscape…We’ve seen that with our higher education clients, especially when we look at auction insights and the average cost-per-click. It’s a busy space, so standing out can be difficult.”

One of the key challenges for higher education institutions is navigating the crowded field of advertisers, especially as costs rise due to competition. As more schools invest in paid search, it becomes harder to capture the attention of prospective students.

“Cost-per-clicks tend to rise…and it’s becoming a lot more competitive,” Collin agreed. He adds that the long decision-making process of students only adds to the complexity. “Going back to school is a big decision, and prospective students will do their research, comparing multiple schools before they’re ready to commit.”

The shift from expanded text ads to responsive search ads is another factor schools must consider. This change has given Google’s algorithm more flexibility to optimize ad content, but it also requires marketers to think creatively about how to make their ads stand out. According to Andy, incorporating visuals like image assets can help break through the noise in a text-heavy search environment.

In a landscape where competition is fierce, and ad costs are rising, precise audience targeting is critical. Schools need to make sure they are not only reaching prospective students but also delivering relevant, engaging content that meets the specific needs and expectations of their audience.

Q: What advanced targeting options are available in Google Ads that schools might not be using to their full potential?

A: Andy explained, “When you’re thinking about marketing for higher education, a full-funnel approach is always good if you have the budget to support it.” Schools need to look beyond just bidding on low-funnel keywords like specific program names. While those searches are essential, Andy emphasizes that middle-and upper-funnel tactics — such as brand searches or broader category searches like “undergraduate degrees online” — can capture students earlier in their decision-making process.

Collin pointed out that Google dominates search volume, with over 90% of searches happening on the platform. However, schools must tailor their approach for each program. “Every program is different, and they each require different targeting strategies. Sometimes certain programs may even perform better on Bing, depending on the audience,” Collin explained. 

Beyond paid search, Google Ads offers other campaign types like display ads, video ads on YouTube, shopping ads, in-app ads, and performance max and discovery campaigns. These additional formats are often overlooked but can help schools reach students at various stages in their journey.

In terms of advanced options, schools should take advantage of audience segmentation tools like custom affinity and intent audiences to refine who sees their ads. Geo-targeting is another powerful tactic, especially for regional institutions aiming to attract local students.

Andy also mentioned that, “It’s not just about the keywords. You need to think about the messaging too.” Schools should focus on what makes them unique and what competitors might be missing in their ads. For example, Collin highlighted the importance of pinpointing what each audience sector values most — whether that’s tuition cost, accreditation, or student-to-teacher ratios — and incorporating those differentiators into both ad copy and extensions.

To get the most out of Google Ads, leveraging first-party data and CRM integrations can also make a big impact. “We often reverse-engineer from the client’s landing pages and use that data to inform keyword selection and audience targeting,” said Collin. Schools can also use lookalike audiences to reach students who resemble their most engaged prospects.

By honing in on relevancy and differentiating their ads from competitors, schools can create campaigns that resonate with prospective students while maximizing their ad spend.

Q: How can schools use data-driven insights to refine their ad targeting and maximize their ROI?

A: “Data is everything…You have to put yourself in the shoes of the searcher,” Andy stressed. Understanding student behavior, interests, and search patterns is vital for schools aiming to create effective Google Ads campaigns. By stepping into the perspective of potential students, institutions can develop messaging that resonates more deeply with their target audience.

Collin shared the importance of considering how various marketing initiatives work together. “It’s crucial to see how everything is running in tandem. If you have campaigns running across multiple channels, you need to understand the impact of each on your overall strategy.”

Testing is a significant part of this process. Andy noted schools should continually analyze what’s working and what isn’t, adjusting ad bids based on performance metrics. A/B testing different ad copies or landing pages can provide valuable insights into what drives engagement and conversions.

Budget management is another key factor in maximizing ROI. Collin highlighted the importance of being mindful of budget constraints, stating, “Sometimes you’re set with a limited budget, and it’s better to focus on one or two tactics rather than spreading yourself too thin.” This allows campaigns to gain traction and learn from data without getting overwhelmed.

Analytics plays a pivotal role in this process as well. By utilizing tools to monitor campaign performance and understand the effectiveness of different strategies, schools can make informed adjustments to their targeting and bidding. “Having enough data to make decisions is essential,” Andy emphasized. This ongoing analysis helps institutions fine-tune their campaigns, so they are always working toward optimizing their ad spend and maximizing returns.

Q: What are some best practices for creating compelling ad copy and visuals that resonate with prospective students?

A: Andy said, “Testing new ad types with creative elements is essential.” Schools should not shy away from experimenting with various formats to see what resonates best with their audience. This might include video ads, interactive formats, or incorporating visual assets that can help their ads stand out in a crowded market.

Collin again pointed out the importance of understanding each program’s unique value propositions (UVPs). “Knowing your audience is key. What appeals to one demographic may not resonate with another, so you need to tailor your messaging accordingly.”

Additionally, taking advantage of ad extensions and assets can significantly enhance user experience. As Collin pointed out, “Ad extensions are great for guiding students through their journey. They allow you to provide additional information like tuition rates or admission requirements right within the ad.” Not only does this improve the user experience, but it also takes up more screen real estate, increasing visibility against competitors.

Incorporating relevant search terms into ad text is another thing to keep in mind. “Tweaking your ad copy based on the specific search terms users are entering can improve relevancy and engagement,” said Andy. Creating engaging headlines, descriptions, and call-to-actions that speak directly to prospective students’ needs and motivations is crucial.

Finally, it’s important that ad creatives align with the audience’s search intent and the relevance of the landing page. “If users click on your ad and don’t find what they were expecting, it can lead to high bounce rates and wasted spend,” warned Collin. Creating a seamless experience from ad to landing page not only boosts engagement but also maximizes the effectiveness of your campaigns.

Q: What strategies can schools use to optimize their ad spend and get the most out of their budgets?

A: Andy said, “Bidding on the right keywords is critical.” Schools must focus their efforts on selecting keywords that align with their goals and are likely to drive the most valuable actions. Utilizing the correct bid strategies can help optimize ad spend effectively.

Collin highlighted the use of automated bidding. “Automated bidding helps hone in on actions that matter most to your institution. Techniques like Target Cost Per Acquisition (CPA) or value-based bidding allow schools to prioritize certain actions over others.” This means that ads can be tailored to meet specific objectives, whether it’s generating leads, inquiries, or conversions.

AI-enhanced bidding options, such as Google’s Smart Bidding strategies, can be powerful for maximizing results. Tools like Target ROAS (Return on Ad Spend) and Maximize Conversions utilize machine learning to adapt bids based on user behavior, increasing campaign efficiency and effectiveness. However, Andy cautioned, “Automated bidding is only as effective as the signals you give it. Schools must ensure they provide enough data for the algorithms to learn and optimize correctly.” If a campaign only generates leads infrequently, it can hinder the algorithm’s ability to function effectively. Therefore, having sufficient data to inform decision-making is crucial.

Collin added, “While AI can handle much of the heavy lifting in terms of bidding strategies, a human touch is still essential.” Schools need to monitor campaigns regularly, adjusting their strategies based on performance and insights. “Understanding which levers to pull is key. AI tools are helpful, but they should be guided by human expertise to ensure the right actions are taken.”

Budget allocation is another aspect of maximizing ROI. Institutions should be strategic about where they allocate their resources so that funds are spent on high-performing campaigns while avoiding wasted spend on irrelevant clicks. “Regularly reviewing campaign performance and being ready to adjust your strategy can enhance overall campaign efficiency,” Andy concluded.

By implementing smart bidding techniques with continuous monitoring, schools can significantly enhance the impact of their ad spend, driving better results from their marketing efforts.

Elevate Your Enrollment Efforts with Smart Google Ads Targeting

As digital advertising continues to evolve, higher education institutions must stay ahead of the curve with advanced Google Ads targeting strategies. By refining audience segmentation, leveraging data-driven insights, and optimizing ad spend, schools can attract the right students and maximize their marketing efforts.

Ready to take your higher education marketing to the next level? Explore Oodle’s tailored higher education solutions today.