John Azoni John Azoni

#83 - Paid Ads for Higher Ed - What Works and What Doesn’t

In this episode, John Azoni sits down with Kathleen Barth, Digital Product Manager at 3 Enrollment Marketing, to discuss the ever-changing landscape of paid digital advertising for higher ed institutions. Kathleen brings a wealth of experience from the entertainment industry, having worked with Netflix, Warner Brothers, and Disney, before transitioning to enrollment marketing.

They explore the differences between organic and paid marketing, the increasing costs of digital ads, and how higher ed institutions can make the most of their advertising budgets. Kathleen also shares insights on why hyper-targeting is becoming more difficult, the impact of privacy regulations on paid media, and practical strategies for running effective digital campaigns.

Key Takeaways:

  • The Shift from Organic to Paid: Kathleen shares her journey from organic marketing to paid ads and the unique challenges that come with running paid campaigns.

  • Why Digital Advertising Costs Keep Rising: As more brands shift budgets to digital, ad prices go up. Kathleen explains why colleges need to plan for increasing costs.

  • Targeting in 2024: Platforms like Meta are limiting hyper-targeting, making broad audience strategies more important than ever.

  • Lessons from Entertainment Marketing: Kathleen’s experience in Hollywood marketing offers valuable insights into storytelling and audience engagement.

  • Tips for Enrollment Marketing Teams: Practical strategies for maximizing return on ad spend (ROAS) and creating ads that drive student engagement.

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John Azoni John Azoni

#81 - How to Grow on Youtube - Strategies for Higher Education

My guest today is Matt Hames, a digital strategist at 3 Enrollment Marketing, where he specializes in helping higher ed institutions optimize their digital presence. Matt is passionate about how prospective students engage with organic digital content, and he leads digital labs at 3E, guiding schools on how to use platforms like YouTube more effectively.

In this episode, Matt breaks down YouTube strategies for higher ed marketers. From answering key enrollment questions to leveraging YouTube Shorts, he shares actionable insights on how colleges and universities can stop treating YouTube as a dumping ground and start using it as a powerful recruitment tool.

Key Takeaways:

  • Your .edu is Not Your Only Website: Prospective students see your social media pages, YouTube, and even Google search results as sources of information—treat them as part of your digital presence.

  • Answer Real Questions on YouTube: Use the "People Also Ask" section in Google to identify common queries and create videos addressing those topics.

  • Leverage YouTube Shorts for Discovery: Short-form content is a great way to provide quick, informative answers that appear in search and suggested videos.

  • Thumbnails Are the Subject Line of Your Videos: A compelling thumbnail increases click-through rates—don't leave it blank or generic.

  • Optimize Every Upload: Use clear filenames, keyword-rich titles, detailed descriptions, and multiple playlists to maximize discoverability.

  • Invite People to Subscribe: The simplest strategy for growing your YouTube audience? Ask students, alumni, and prospects to subscribe at every opportunity.

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