Google Ads is a powerful platform for schools and agencies to connect with prospective international students, but navigating the competitive marketplace requires a targeted approach. In this How to Tuesday, we guide you through setting up effective paid campaigns for targeting international students with the right keywords and content. 

Understanding the international student journey

International students are unique consumers with complex decision-making processes. Their ad engagement involves extensive research, comparing multiple institutions, and considering factors beyond traditional marketing messages. Your Google Ads strategy must reflect this particular journey.

Keyword strategy and audience segmentation for global reach

These are some factors to keep in mind when planning your Google Ads campaigns for an international education audience. 

Language and localisation

Develop multilingual keyword strategies that consider:

• Native language search terms
• English variations used in different countries
• Academic programme-specific terminology
• Destination country educational keywords

Long-tail keywords

Focus on specific, intent-driven keywords like ‘Masters in Engineering in [country]’, ‘Scholarship opportunities for international students’ or ‘English-taught programmes in [specific field]’

Geographic precision

Utilise Google Ads’ advanced targeting to:

• Target specific countries and regions
• Adjust bids based on market potential
• Create location-specific ad variations

Demographic targeting

Refine audience segments by:

• Age groups
• Educational background
• Specific academic interests
• Potential financial capabilities

Compelling ad copy that resonates with student audiences

It’s also important that the content you use in your ads speak directly to international students’ motivations. To achieve this, make sure that your ad copy:

• Highlights unique programme features
• Emphasises support services offered
• Addresses potential concerns about studying abroad
• Showcases scholarship and financial aid opportunities

Mastering Google Ads for international education is an ongoing journey of strategic refinement. By combining precise targeting with appropriate keywords and engaging, relevant content, schools and agencies can create meaningful connections with prospective international students. Ready to elevate your student recruitment strategy? Contact Schools & Agents today to discover how we can help you create, implement, and optimise your digital marketing campaigns to truly resonate with international students.

Written by Stephanie Clark