With millions of students around the world pursuing education opportunities abroad, schools and agencies must get strategic with their digital advertising to thrive in this incredibly competitive market. One solution is paid advertising, particularly on search engines and social media platforms, which offers powerful targeting capabilities. Here are five top tips to amplify your international student enrollment marketing.

1. Target long-tail keywords

Rather than bidding on broad, competitive keywords, focus your search campaigns on specific long-tail keywords that reflect your target students’ needs and interests. For example, ‘masters in computer science for international students in California’ instead of just ‘computer science’. Although long-tail keywords have lower search volumes, their intent is higher.

2. Localise ad copy and landing pages 

Speak directly to your audiences in their languages and with localised messaging. Translate ad copy, optimise landing pages for different countries and languages, and include geographic and cultural references students will recognise. This personalised approach is a sure-fire way of resonating better.

3. Utilise social media granular targeting

Social platforms offer incredibly granular targeting capabilities beyond just languages and locations. On Facebook and Instagram, for instance, use detailed targeting options around interests, behaviours and education levels to laser-focus your advertising on your ideal prospective students.

4. Rotate fresh ad creatives regularly

It’s very likely that international students are constantly being bombarded with ads. Stand out from the crowd by rotating fresh ad creatives every few weeks to combat ad fatigue and maintain engagement. Test different hooks, calls-to-action, visuals, and value propositions.

5. Retarget engaged site visitors

Not every prospective student will convert immediately – but there is a way of manipulating this. Deploy retargeting campaigns on search engines and social platforms to re-engage site visitors who showed interest but haven’t yet applied. This will help nurture them back into your conversion funnel.

With international students actively researching education options online, having a strategic, data-driven paid advertising approach is non-negotiable. By keeping these tips in mind, your school or agency can dramatically increase your ability to acquire more international student enrollments.

Written by Stephanie Clark