In today’s highly competitive education sector, attracting international students is more crucial than ever for universities looking to diversify their student body and boost revenue. One of the most effective ways to reach international students is through Google Ads. With the right strategy, universities can use Google Ads to target students worldwide, highlighting the benefits of studying at their institution.
In this blog, we’ll explore how universities can set up Google Ads campaigns to attract international students and optimise their efforts to ensure the best possible return on investment (ROI).
Why Use Google Ads for Universities?
Google Ads offers a powerful platform for universities to reach prospective students at different stages of their decision-making journey. Unlike traditional advertising, Google Ads allows you to target users by location, interests, search intent, and even specific demographics. For universities, this means you can directly reach international students who are actively searching for higher education opportunities.
With over 70% of students using search engines as their primary research tool, a well-executed Google Ads campaign can put your university in front of the right students at the right time. It’s an invaluable tool for increasing applications from key international markets.
Keyword Targeting for Universities
Keyword research is fundamental to any Google Ads campaign. It helps ensure that your ads appear when prospective students are searching for relevant information. For universities, keyword targeting should be tailored to different stages of the student’s journey, from awareness to decision-making.
Here are some examples of how universities can use different types of keywords to target students at various points in the decision process:
- Awareness Stage (Students are researching their options):
- “Top universities in the UK”
- “Best universities for international students”
- “University rankings for business degrees”
- “Benefits of studying abroad in the UK”
- Consideration Stage (Students are comparing courses and institutions):
- “Best UK universities for engineering”
- “UK university scholarship for international students”
- “Study abroad scholarships for Indian students”
- “UK universities with January intake”
- Decision Stage (Students are ready to apply):
- “Apply to [University Name] as an international student”
- “How to apply to [University Name]”
- “International student admission requirements for [University Name]”
By using a combination of short-tail and long-tail keywords, universities can improve the relevance of their ads and ensure they reach prospective students at all stages of the funnel.
Geotargeting to Reach Key International Markets
Geotargeting allows universities to focus their ads on specific countries or regions where they want to attract students. For example, if your university is looking to attract students from India, China, or Nigeria, you can set up Google Ads campaigns specifically for these countries, ensuring that your budget is spent on reaching the right audience.
When setting up geotargeting in Google Ads, you can adjust your bids based on geographic locations to ensure your university’s ads appear at the top of the search results in those areas. For example, if India is a key market for your institution, you might choose to increase bids for users in India to improve visibility.
You can also use language targeting to show ads in the native languages of the countries you’re targeting. This is especially helpful when appealing to non-English-speaking regions where translating your ad copy can improve engagement.
Crafting Compelling Ad Copy for International Students
The messaging in your Google Ads is critical for engaging prospective students. Your ad copy needs to resonate with international students, highlighting the unique aspects of your university that would appeal to them. Some key elements to focus on include:
- Campus Life: International students are often looking for a welcoming environment where they will feel at home. Highlight your university’s support services for international students, such as orientation programmes, student societies, and cultural events.
- Course Offerings: Focus on courses with strong international appeal, such as business, engineering, and computer science. You can also emphasise the global reputation of your university’s faculties and the potential career prospects after graduation.
- Scholarships and Financial Aid: Cost is a significant factor for international students, so if your university offers scholarships or financial aid, be sure to include this information in your ads.
- Location Benefits: If your university is located in a major city or an area of historical significance, emphasise these aspects to attract students interested in experiencing British culture while studying.
Example ad copy for an international audience: “Study at [University Name] – Ranked Among the Top Universities in the UK. Scholarships Available for International Students. Apply Now!”
Retargeting Campaigns for International Prospects
It’s unlikely that every student who clicks on your ad will immediately apply to your university, but that doesn’t mean they’re no longer interested. Retargeting campaigns allow you to re-engage users who have previously visited your site but didn’t convert. By showing ads to these prospects across the Google Display Network, you can stay top of mind as they continue their research.
Retargeting can be particularly useful when combined with personalised messaging. For example, you can create ads that remind users about upcoming application deadlines, highlight testimonials from international alumni, or promote virtual open days.
Landing Page Optimisation
Your Google Ads campaign is only as good as the landing page it directs students to. If your landing page isn’t optimised for international students, you may lose out on potential applicants. Here are some tips for creating effective landing pages:
- Localisation: Create multilingual landing pages to cater to students from different countries. This can help improve the user experience and reduce bounce rates.
- Mobile Responsiveness: Many international students will be researching their options on mobile devices. Ensure your landing page is mobile-friendly and loads quickly on all devices.
- Clear Calls to Action: Make it easy for students to take the next step. Whether it’s downloading a prospectus, booking a virtual campus tour, or starting an application, ensure these calls to action are prominent and easy to follow.
Measuring Success: Key Metrics to Track
To ensure your Google Ads campaigns are delivering value, it’s essential to track the right performance metrics. For universities, some of the most important Google Ads metrics to monitor include:
- Click-Through Rate (CTR): A high CTR indicates that your ads are resonating with prospective students. Aim for a CTR above the industry benchmark.
- Conversion Rate: This measures how many students are taking action on your site, whether it’s filling out an application or requesting more information.
- Cost per Conversion (CPC): Monitor how much it’s costing your university to acquire each lead or application and adjust bids and budgets accordingly.
- Geographic Performance: Analyse how your ads are performing in different countries and adjust your targeting and bids to optimise performance in key markets.
Conclusion
Google Ads offers universities an unparalleled opportunity to connect with international students. By focusing on the right keywords, leveraging geotargeting, and creating compelling ads, universities can drive interest and increase applications from key markets worldwide.
At mattjamesppc.co.uk, we specialise in helping universities optimise their Google Ads campaigns to attract more international students and achieve their recruitment goals. Get in touch with us to learn how we can help your university succeed with Google Ads!