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#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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